Expectation and delight

But if they’re too high, surprise and remarkability disappear.

Often, this is replaced by the cognitive dissonance of sunk costs and luxury goods. People assert delight because they think they’re supposed to, because they don’t want to feel stupid–not because you’ve produced anything genuine.

If expectations are too low, you don’t get the gig, and you’ll never have a chance to engage with a customer.

As you succeed, it’s harder, not easier, to bring delight to the people you serve.

They dance with each other.