I believe there is one way to keep friends and customers, and it’s mostly easy— just live up to their expectations. For me, it’s a basic business philosophy, and it works whether you’re in the media business (like us) or selling firewood from the back of a pickup truck. (I’ve done that, too.)

There’s only one way to correctly understand expectations: ask.  Ask until you understand for sure. Have no doubt. Write it down. Repeat what you heard. Now you know how to deliver…and if you can’t.

Here’s another way to think about this. What do friends and family expect from us?  They’re not buying anything…but they have expectations, right?  Intend to please your customers just as you would those near and dear.

You probably have discussed “wants” with family and friends…because you care about them. Care about your customers the same way.

So, when you consider satisfying customers, think the same way you do for family and friends. Work hard to never disappoint. Never promise something you can’t deliver. Be sure your interests are precisely the same as your customer—no exceptions. As a bonus, over deliver when you can.