Business expectations

I am a big fan of the idea of expecting nothing from others, as then we can not be disappointed.

I am also an even bigger fan of setting realistic expectations of ourselves so we can not become easily disappointed with ourselves if we fail to meet the often perfection level we set.

However, a business has to set out a level of service or quality etc that people can then expected to be delivered. Delivery is everything in our connected digital world of the online review and the trusted networks we all seek to validate a business offering.

So where do we set expectation?

Well, often this is how businesses approach it – ‘if we set the bar too high, then there is a greater risk of delivery falling short of expectation and the online review being poor’ or perhaps ‘if we set it too low then perhaps our service will not be seen as worthy of trying, so we do not gain customers’.

The problem with trying to second guess or managing expectations is that it is counter-intuitive to doing our best work, which is always the answer. Doing the stuff that really matters.

Better to just focus on building something great, our best work. Then always learning, fine-tuning and modifying to be even better next time. Customers will be more forgiving if they can see we are doing our best work and getting better and better as we go.

Not better content

We don’t need to spend all our marketing effort seeking to write better content and better marketing blurb.

The best marketing that we can do is to provide a level of delivery of our service that inspires our customers to tell others how great it was, to write good things about us online and to come back again as a repeat customer.

Marketing is everything we do as an organisation and delivery of service is right at the top of the list.

After all, I have yet to read on anyone’s marketing content ‘we at XYZ Corporation are shit at…’ as we all say on our own marketing that ‘we are the best at…’.

However, when a customer writes ‘XYZ Corporation is the best at…’ then as potential customers of that service we believe it and are more likely to become customers.

That doesn’t mean that great marketing content isn’t important but if we create an expectation and do not delivery, then the payback will be there for all to see in an average or worse review online that stays for good no matter what our message says.

Delivery trumps content every time.