Usually, a lot is insufficient
People don't care how much you offer them.
They care about whether you exceeded their expectations.
If you want to delight, if you want to create a remarkable experience, if you want people to talk about you or buy your stock, the secret is simple: give them more than they expected.
If I walk into your store and it looks and feels like stores I've been into before, my expectations are locked in. Now what? But if I walk into your showroom and it's like nothing I've ever experienced before, you get a chance to set my expectations, right? Marketing isn't merely bragging. Marketing creates a culture, tells a story and puts on a show.
In our rush to get picked or get noticed or build buzz, the instinct is to promise more. Perhaps it pays to promise less instead, to radically change expectations and to reset what it means to deliver on the promise of delight.
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