A loved one calls his Mom
EVERY day.
That’s exceptional.
Not many people do that.
He’s been doing this
for so long,
however,
that it is expected
by his Mom.
She doesn’t praise him
for calling every day.
She worries and berates him
if he DOESN’T call her
every day.
Because she is
no longer comparing him
to other people’s sons.
She’s comparing him
to his past exceptional behavior.
Exceptional isn’t exceptional
when it is provided to customers
EVERY time
in the exact same way.
It becomes expected
and any failure to provide
that exceptional
will be punished.
Mix it up a bit.