Don’t Let Go of Expectations … Put Them to Work in Your Marketing

We all know the potential trouble associated with expectations:

If you expect something to turn out a certain way — and it doesn’t — you likely end up disappointed.

Subsequently, traditional wisdom has advised that we let go of our expectations to soften the blow of disappointment and train ourselves to be content with the outcome we get.

Even though I hold that outlook to be true most of the time, I wanted to explore how we could use expectations to our advantage in certain situations, rather than try to (unsuccessfully) forget about them.

If you struggle with letting go of expectations for …read more