In many settings, happiness and success are measured in terms of whether or not expectations were met (or exceeded).
From the stock market to tech to what's under the Christmas tree, we let expectations determine whether or not something good has happened. Not whether it was useful or kind or productive or delightful, but whether it beat our fantasies.
There are two things you can do with this truth:
1. Spend a lot more effort managing expectations, and
2. Focus on the wonderful instead of the exceeded.
Brands and stocks and careers that are here for the long haul do both.