There are expectations in every industry.
When patrons go to a restaurant,
they expect to be fed.
When readers pick up a romance novel,
they expect a love-related happy ending.
When patients go to the dentist,
they expect their teeth to be looked at.
Mess with these expectations,
these promises,
and you’ll have very pissed off customers.
But…but…but I want to surprise customers,
you say?
(I hear this from new romance authors
ALL the time)
Yes, surprises, extras, differences
delight customers.
That’s where the magic happens.
But the skilled authors and business owners
figure out ways
to surprise and delight customers
while still delivering on the core promise.
No one ever said delighting customers was easy.
That is one of the reasons
why companies that delight
deserve their success.