When we were members of the Raving Fans design team, one of the methods developed for capturing customer expectations was to move beyond just a specific promise. What if we drilled down on unstated or Assumed expectations - thinks customer expect but don't express or part of what we market?

Take this to the next level - what about things the customer doesn't expect that we can provide that would WOW them? In Raving Fans we called this Plus 1. It is not about add more items and cost, this about the experience.