A brand is the set of expectations, memories, stores and relationships that, taken together, account for a consumer's decision to choose one product or service over another.
Surprise comes from defying expectations.
Excellence isn’t about meeting the spec, it’s about setting the spec. It defines what the consumer sees as quality right this minute, and tomorrow, if you’re good, you’ll reset that expectation again
Basically you create your experience through your beliefs about yourself and the nature of reality. Another way to understand this is to realize that you create your experiences through your expectations.
Sometimes, we're so focused on being consistent that we also lower the bar on amazing. After all, the thinking goes, if we can't be amazing all the time, better to reset the expectation to merely good. Which robs us of the ability to (sometimes) be amazing.
Great boss is challenging people in the right way. Leading, not managing. Supporting them by giving them both a platform they can count on and expectations they can stretch for.
