Expectation Leaders Move Beyond Disruptive Innovation by Truly Understanding What Customers Want
Netflix revolutionized the TV Industry. Chipotle promises “Food with Integrity.” CVS banned tobacco product sales companywide. Starbucks introduced free Wi-Fi at all stores. PayPal paved the way for mobile payments, and IKEA introduced furniture to charge your phone.
These companies all have something in common. They are Expectation Leaders. Expectation Leaders are companies that set new expectations for their industry and beyond. They are the breakthrough companies that reach higher, create new innovations in ways of serving their customers and others, and set the bar higher for everyone else. They not only disrupt their respective industries driving competition and redefining business models, customer experience, style and quality, but achieve far-reaching influence and recognition for their standard-bearing accomplishments. They challenge other companies and themselves by creating new expectations in the marketplace.
As FleishmanHillard readies to launch its third Authenticity Gap study examining expectations of consumers and how well they are being met by experiences with brands and the companies behind them, it raises the question: What’s at the heart of these pacesetting companies’ ability to create new expectations?