Essentially businesses do not sell products, they sell expectations. Think about it – we expect taxi’s to deliver us to our desired destination, we expect 7-11 to open 24 hours not 12, we expect excellent service when we dine at the Ritz, we expect this season’s style when we shop at Louis Vuitton and when we buy a Volvo we expect that it will last us for at least 10 years from the time it leaves the showroom.
Expectations go beyond trade – it’s an integral part of any relationship. You do not expect a stranger at the bus stop to say “Hi”. But you will expect your colleague whom you bumped into at the mall to at least acknowledge your presence – vice versa. Similarly in an intimate relationship, your partner will have different expectations of you. He/She might expect marriage at the end of the road …or not, or perhaps children but not marriage. Or neither. Really depends on your expectation and his/her’s.
Remember there is no such thing as having no expectations. “Having no expectation” is already an expectation in itself defined by the expectation of expecting nothing. Low expectation does not equal no expectation – period.
Just food for thought.



