From my perspective, customer expectations are easily evaluated in terms of those that are predicted and those that are normative. By predicted, I am talking about realistic, practical, or anticipated outcomes that emerge from personal experiences, reported experiences of others, and sources of knowledge such as the media. In essence, predicted exp

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The other is to understand how the expectation game is played. It’s a mental game, and it’s often crazy and agonizing, but it’s a game that everyone is forced to play, so you should be aware of the rules and strategies. It goes like this: You think you want progress, both for yourself and for the world. But most of the time that’s not actually what

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sometimes what customers expect (the value they’re sold up front) is not actually delivered to them. This dissonance between expectations and reality is typically the culprit for extremely high churn rates (more on this in Chapter 9). By managing expectations up front—or by properly positioning the product in the right way, to the right audience—yo

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