If I give you my time or my money, I expect something from that transaction. Depending on the size of that transaction—the amount of time, effort, or dollars I provide—the higher my expectations. Your business—your brand—makes promises every day, through your marketing and communications, through your offerings and your value proposition. You make promises to your customers; you set expectations. If I have a bottle of hand lotion on my dresser, and I depress the pump to d