Sam Walton used to say, ” High expectations are the key to everything.” Today, your success and your long-term sustainability depends on it.

There are certain ways of doing business that I have found are shared by those who are successful. One of those traits is strict adherence to certain guiding principles like, “Good, better, best. Never let it rest. Until your good is better and your better is best.”

Imagine making it a goal to be your best daily. To expect the best daily. Why just meet your client expectations when you can exceed them? People do business with people they can rely on without worry. They seek out someone who makes some aspect of their life easier.

In light of David Letterman’s recent retirement, I submit to you the Top 10 reasons for your business to exceed expectations.


#10 If you don’t exceed your client’s expectations, this leaves the door open for a competitor to do so.

#9   It will become a powerful habit to differentiate your business from other businesses that are just going through the motions.

#8  This type of culture strengthens the bond with your clients who you are in business to serve. There is no room for just good.

#7  Treating clients with respect and valuing them is a universal language that breeds loyalty. This loyalty provides your business with stability.

#6  If you are listening to your clients, you know this is what most of them expect today. You hold in your hands the power to keep clients coming back.

#5  This encourages your clients to refer you through positive word of mouth. This is more powerful than anything you could say about yourself.

#4  It makes your clients feel that you really care about them and are committed to serving them the best you can. What they feel is your business’s reality.

#3  It’s often times unexpected, yet always welcomed.

#2  Treat your client as you would expect to be treated. Everything should and must revolve around them.

#1  Exceeding expectations is everything. Period.

Use the following to remind yourself and your staff to constantly exceed expectations:





Exceeding expectations is the result of conscious commitment. It involves active engagement with your clients and can be summed up in the following from Jeff Bezos , CEO of Amazon. ” We see our customers as invited guests to a party, and we are the host. It’s our job every day to make every important aspect of the customer experience a little bit better.” Make it a goal to exceed expectations one day at a time.