Peter Fingar, Global Thought Leader and author,
including the seminal BPM The Third Wave says

"Seemingly simple ideas are often the most powerful, and the hardest to uncover. In the 20th century, it was Peter Drucker's Management by Objectives. In the 21st century, it's Management by Expectation.

Steve Towers & Terry Schurter reveal the simple, yet powerful, idea of defining your business, not in terms of the goods and services you provide, but in terms of "customer expectations."

Towers & Schurter explicitly link corporate strategy down into every niche and corner of the enterprise to ensure that your business sets and meets customer expectations --without exception. Providing clear and actionable guidelines, along with examples from FedEx, Virgin Mobile, Best Buy and a budget airline, they explain what companies can do to increase the customer pipeline, convert higher percentages of that pipeline to profitability, and extend the duration of the customer relationship where profitability is at its peak.'