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To easily create a WOW effect, lower people's expectations. Promise less and give more. It is usually in your best interest to promise a little less and offer more than you promised. It is true in business, friendship and love (and on this subject, I leave you the leisure to find your own examples…!). McDonald’s understood the concept! For instance, even if the estimated time for preparing a McChicken is 4 minutes, their policy is to tell you that it will be ready in 5 minutes! Customers are most likely to be thrilled! If you work at a car dealership, don't tell your customer you're going to clean their car as an extra in advance, just do it! Do not tell your colleagues that you will bring them a surprise the next day, just bring it! Do not tell to your children all the special activities that you organize for them, surprise them! The opportunities to WOW people are endless. Everyday you can find creative ways to promise less and offer more!