“Exceeding expectations” is a squandered opportunity

For a long time now I’ve been puzzled about why companies will say, in their ads, websites or mission statements that they “Exceed customer expectations.”

Why do they settle for this weak claim that’s impossible to quantify, and is so commonly used by companies in every industry that it’s evolved into a cliche?

I think the real opportunity is in saying you will REDEFINE customer expectations. This sets your company in one bucket and everybody else in another. A lot of power in that strategy, eh — and why nobody has landed on the strategy is beyond me.