People have certain expectations of what a product will do for them before they buy it.

We know, for example, that a digital camera will take really good photos of our children, our family, etc. When that camera also takes tremendous looking HD video, usable for our home movies, we are pleasantly surprised even though we knew it could do this.

We also know that a new HDTV will have a great picture. But when it’s so clear, so sharp, that it’s nearly three-dimensional, the TV allows us to see things in a movie or show that we’ve never seen before. And we are pleasantly surprised.

I knew before I bought the iPad that I would like it. But I was blown away by how much I loved it. I use it far more than I expected, and it actually makes me more productive. I am pleasantly surprised.

Excellent products turn conceptual knowledge — this digital camera takes digital video also — into surprising practical application — holy cow, this footage looks great, and how convenient to record video of my kids with my photo camera!

The most successful consumer products exceed people’s expectations.