People expect a certain reaction from a business and when you pleasantly exceed those expectations, you've somehow passed an important psychological threshold.

Summary

This quote suggests that when a business goes above and beyond what customers expect, it can create a significant impact on their perception. When a company exceeds customer expectations, whether through exceptional service or product quality, it creates a positive impression that goes beyond the customer's initial expectations. This can build trust, loyalty, and a sense of satisfaction, ultimately leaving a lasting impression in the minds of customers. By surpassing these expectations, the business reaches a crucial psychological milestone, positioning itself favorably in the minds of its customers.

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