"One of the skills every marketer (if not every person) needs to master is the art of managing expectations.
Managing expectations is a "Goldilocks" task--too high, and they'll be impossible to meet; too low, and they'll detract from your accomplishments; just right, and you'll be a hero. Of the potential pitfalls, high expectations are perhaps the most dangerous..."
Read more of Chris Yeh's post here.
We've got some great reading over at our blog too, which was featured in Google's Blogs of Note!