I was talking to an editor the other day about TV shows. He told me a story about how he used to race home to turn on Batman every week because it was his favorite show. But one day, he turned on the tube and there was no Batman. In its place, was a new show about three stooges and their antics. He was devastated. It wasn’t that the Stooges were awful, he never watched long enough to find out that day. He was EXPECTING Batman, and was seriously disappointed to not have his expectations met. To this day, he still refuses to watch the Three Stooges.
Expectations are everything.
That’s a lesson we’d do well to keep in mind while dealing with consumers.