If you build a brand and can’t keep your promises, you’re building a liability.
You expect the next Apple product to change the world.You expect your next Starbucks coffee to taste as good as the last. You expect FedEx to deliver your package quickly and in one piece.
To deliver on those brand expectations and exceed them, takes an increasing amount of work and money to get right. The result is an ever increasing race of excellence that is practically impossible to achieve. Eventually you are out-innovated by a competitor with less baggage who can disrupt the market and the whole cycle starts again.
If you never push the expectations of people, you’ll never be thought of as world-class. But you’re also far less likely to have a dramatic fall from grace.