Whether you're delivering commercial or non commercial product to a client or consumer, it's essential that you meet their expectations or you're going to lose them.  That's a given.  However, simply meeting expectations won't make anyone sing.

If you want to be good, you need to raise expectations and meet them accordingly.  The problem with this is that those higher expectations become the norm.  Yes, you may be better than your competition but you need to be great, not just good if you want to find real advocacy.

To be great you need to continuously raise that bar.

To be great is to always exceed expectation.

Listen to your clients/consumers
Assess their expectations
Exceed their expectations
Repeat ad infinitum


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