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Anyone who’s been to Sonic knows what unmet expectations feel like. If you’re a small business owner, you’ve probably come to hate the verb “expect” more than any other. Customers have a whole lot of dreams about what you can deliver, and it’s all too easy to come up short when someone has their eyes to the sky. 任何到过Sonic(索尼克)公司的人都能感受到，并没有达到期望。如果你是一家小公司的老板，你很有可能更讨厌“期待”这个词。顾客有大量你能满足的梦想与需求，并且很多情况下你都视而不见。 In the tech world, expectations are especially killer. Terms like “the cloud” don’t help. Clouds are huge fluffy things that float and take on a million, ever-changing forms, so you can’t blame people for thinking that anything is possible in this industry. But when you’re operating on a budget, you can’t fulfill every whim, so part of the responsibility—and surely thrill—of owning a business is learning to set and then meet your clients’ expectations. 在技术行业里，“期待值”特别折磨人。诸如“云端”的概念都不例外。云端就是那些庞大的悬浮物，以成千上万，瞬息万变的形态流动着，所以你不能责怪人们总是认为“世事皆有可能”。但当你在筹划着一笔预算，你并不能满足每一个奇思妙想，所以有一部分的责任——肯定是令人振奋的，运行一家公司就是要学会预设和满足客户的期待。 | 
