In every product or service category, there is the consumer expectation. In completely new categories too there is a consumer expectation. It might be really low at first but consumers are smart and quickly realize what they want in a new category as well.
Then there is what you, as a provider, offer. It can be a service or a product and it is most often limited by the technology or capability at hand. If you look at it from a traditional sense, you always have these limits.
And almost always, the consumer expects some thing more than what’s on offer from the best.
Great brands are made when you consistently exceed consumer expectations. You are falling into a false trap if you say you offer the best among the competition or satisfy consumer expectations. 2 typical answers that come when you know you are in the trap is a) but its the best value for the money and b) no one does it better than us. I have been hearing a lot of these 2 statements of late :/
