Treat failure as a lesson on how not to approach achieving a goal, and then use that learning to improve your chances of success when you try again. Failure is only the end if you decide to stop.
Richard BransonRead
If you are seizing on a new business opportunity, deliberately move your customers' expectations up a few notches and consistently over-deliver on your promises - you will leave your competitors struggling to catch up.
Interpretation
What this quote means
Focus on exceeding customer expectations to outpace your competitors.
Richard Branson emphasizes the importance of raising customer expectations when pursuing new business opportunities. By consistently over-delivering on promises, a business can gain a competitive advantage, leaving rivals unable to keep up with your level of service and quality.
Themes
BusinessCustomersExpectationsSuccessCompetition
In practice
Example use cases
This quote could be used in a business presentation when discussing customer service strategies.
More from Richard Branson
All quotes →It's a common misconception that money is every entrepreneur's metric for success. It's not, and nor should it be.
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Values cannot be speedily forgotten if it is inconvenient or commercially expedient. Values have to have meaning and longevity; otherwise they are valueless. You cannot embrace innovation up to a point or only sometimes. Branding demands commitment; commitment to continual re-invention; striking cords with people to stir their emotions; and commitment to imagination. It is easy to be cynical about such things, much harder to be successful.
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Please don’t get hung up on this question of whether you need to have experience in an industry before you launch your startup.
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What's the most critical factor in any business decision you'll ever have to make? Basically, it boils down to this question: If this all crashes, will it bring the whole house tumbling down like a pack of cards? One business matra remains embedded in my brain - protect the downside.
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