Hamish McCollester, SVP, Group Creative Director, RAPP LA, shares his thoughts on how to manage customers’ expectations.

"The secret to happiness is low expectations." That's from Barry Schwartz's 2005 TED Talk about the paradox of choice, but it's especially true for customers and businesses as well. Higher expectations lead to a greater possibility of disappointment and frustration.

Consider new interactive technologies, such as VR and voice command, that brands are using to promote their products. Most of this tech doesn't deliver on its exciting expectations."

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