The Secret to Surprising and Delighting Customers
- PG Geldenhuys
- Jul 29
- 3 min read
Underpromise and overdeliver. It was the first business lesson my dad taught me, and it’s served him well in building a significant business and calibrating our family values towards keeping our promises. You can imagine how often that principle gets reinforced around our house and is a cornerstone of all my business ventures. My father built his life and success on a few simple but powerful core values including kindness, rigour, and empathy - but none were more fundamental than exceeding expectations.
His favourite story was this (he was a Mercedes man): Imagine you walk into a luxury German-car showroom. You’ve placed your order for that sleek new sedan and, because these machines are handcrafted and demand is high, you’re told to expect a six-month wait. Fast-forward three months: your sales rep calls with the good news, “It’s here. Ready for you.” You’re elated. They’ve shaved half the wait off your timeline, and suddenly that interminable delay feels worth it.
Now flip the script. Suppose you’re told delivery will take two months, and then the promised date comes and goes... your car isn’t ready until three months. Even though you waited the same time as in the first scenario, you leave feeling irritated, disappointed, and worried that your dealership isn’t reliable. It’s not about the absolute wait time; it’s about the gap between what you expect and what happens in reality.
That gap is where under-promising and over-delivering shines. You create a little scarcity by setting the timeline conservatively, and then consistently exceed customer expectations. You make them wait, but not as long as they thought they would.
Expectations on the Big Screen
We see the same psychology playing out right now in the world of comic-book films. For more than a decade, Marvel Studios delivered one blockbuster after another, and audiences grew accustomed to astonishing effects, clever storytelling, and faithful character work. But every run has to reset at some point - just like James Bond needed a fresh direction once the original actors moved on and the novels ran dry. Marvel, too, has hit that recalibration moment.
On the DC side, Superman was pitched as the movie to reclaim the glory of the golden age of comic-book cinema. Trailers promised a more nuanced, grounded hero, a fresh stylistic approach - essentially, a complete reinvention. Critics and fans alike hyped it as the defining comic-book film of the season. And while it is, by most measures, a very good movie that I personally enjoyed, the expectations were so sky-high that “very good” feels like “just OK.” People walked out saying, “Yep, it delivered... but didn’t blow me away.”
Contrast that with Fantastic Four, a franchise that’s carried the scars of past studio missteps and middling instalments. Early sneak peeks didn’t exactly fill fans with confidence. Casting choices raised eyebrows, and the trailers looked serviceable but hardly groundbreaking. Expectations were rock bottom. And then the film hits screens... and word of mouth goes through the roof. Viewers find a faithful adaptation that honours the original comics while adding a couple of modern riffs, clever plot twists, and genuinely fun character dynamics. Critics are applauding. Fans are buzzing. This could well become the surprise smash of the year.
The takeaway is simple: manage expectations. Whether you’re selling cars, launching software, or premiering a blockbuster, over-hyping creates a high bar that’s hard to clear. Under-promising sets a baseline that’s achievable, then consistently over-deliver. You’ll build trust, generate surprise, and leave people not just satisfied, but thrilled.
And if you want to keep that virtuous cycle going: don’t let the market guess too little. A little mystery creates anticipation; too much hype breeds scepticism. Find the sweet spot where you tease just enough to intrigue, then deliver enough to delight. Superman revealed too much of the final product in the relentless teasers, and it took away from the final delight.
PG’s Pro Tip:
Keep the market guessing a little. I know you’re passionate about your next product or feature. But instead of showcasing every detail up front, promise just enough to pique curiosity... manage timelines, downplay features and then... exceed those expectations when it matters. Under-promise, over-deliver, and watch your customers become your biggest advocates.
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