Waiting expectations matter. Customers are more frustrated by unexpected delays than by long waits. Gaps break loyalty. When reality doesn’t match expectations, customers feel regret, complain or ...

We like to think we are objective observers of reality—that we see things exactly as they are. But the truth is, we mostly see what we expect to see. The brain is not a passive recorder of experience, ...

Forbes contributors publish independent expert analyses and insights. Curiosity expert improving engagement, innovation, and productivity. Over-promising and under-delivering is one of the quickest ...