Daniël de Leeuw's tumblelog danieldl.

“ On one hand, you want to raise expectations, because without doing that, you diminish trial. On the other hand, you want to exceed expectations, because that’s what generates word of mouth.
As word of mouth becomes an ever more important component of marketing, the scales are tipping. Undersell, overdeliver. It’s the strategy that works in the long run. ”

Seth Godin on the expectation paradox