The Dangers of High Expectations

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Hengchen Dai, Berkeley Dietvorst, Bradford Tuckfield, Katherine Milkman, and Maurice Schweitzer have published a fascinating new study about the dangers of high expectations. Their article is titled, "Quitting When the Going Gets Tough: A Downside of High Performance Expectations."   They note that high expectations can be a very positive force.  For instance, when teachers set high expectations for students, they often achieve good academic results.   Why?  Research suggests that high external performance expectations elevates self-expectations.   

However, the scholars examine what occurs when someone with high external performance expectations hits a roadblock or obstacle early on during a particular effort. they argue the following: "We propose that when initial performance is poor, compared to individuals who face low expectations, individuals who face 6 high expectations will be more concerned about their public image and experience greater embarrassment."  How do individuals cope with this embarrassment?  For some people, persistence may be the right strategy.  They persevere so as to eventually succeed and thus avoid the embarrassment of not meeting external expectations.  For many individuals, though, an opposite reaction occurs. They begin searching for an exit strategy so as to avoid the embarrassment of unfulfilled expectations.  In particular, they hope to find an exit strategy with a "plausibly valid excuse" for quitting, thus enabling them to blame the initial poor performance on unforeseen or uncontrollable circumstances.  

To test their hypothesis about exit strategies, they conducted a study of over 300,000 men's tennis matches.   They showed that, "After losing the first set of a match, players who are expected to win (favorites) are significantly more likely to quit than players who are expected to lose (underdogs)."  A subsequent experimental study confirmed these results.  

What then should we do? Should we lower performance expectations for talented individuals on our teams? Of course not. What we must do, though, is be ready to coach, support, and encourage those who might encounter early setbacks.  Leaders need to focus on how one can learn from an initial failure, rather than seeking to assign blame.   They cultivate a growth mindset among their team members.  

Encouraging Others to Set High Expectations for Themselves

We often hear that great leaders and great teachers establish high expectations for their followers and their students. They set the bar high and challenge others to exceed that target. However, I was struck by some advice in a recent column by Fast Company that challenges this conventional wisdom a bit. Natasha Awasthi wrote a piece titled, "7 Hard-Earned Lessons in Leading a Dysfunctional Team." She talked about taking charge of an under-performing group and turning it around. Awasthi offered this important nugget of advice: "Make them exceed their expectations first (not yours)." She goes on to explain:

"A GPS needs to know where you are and where you want to go before it can give you directions. In a similar vein, before you unveil designs for another individual’s work-life, you must plot their starting point, and their desired destination. Your aim should be to thoughtfully and incrementally build an individual’s confidence in her ability to succeed at tasks seemingly out of her reach."

She makes a great point.  Before we charge people with achieving goals that we have established for them, we sometimes have to prove to them that they can exceed their own expectations.  We need to encourage them to set the bar high and show them that they can succeed at achieving those goals.  In short, we have to encourage others to demand a great deal of themselves.  Then they need to see that that achieving those loftier goals is possible.  If they do it for themselves, rather than for us, we are much more likely to succeed as leaders (and teachers).  

Beware the Maximizing Mindset: The Dangers of High Expectations

Kellogg School of Management's Neal J. Roese and Jingjing Ma have conducted some new research on consumer expectations.  They have shown that marketing professionals need to be aware that creating high expectations in consumers' minds can be dangerous.   Roese and Ma compare two different consumer mindsets:  the maximizing mindset (searching for something that is "best") vs. the satisficing mindset (searching for something that is "good enough").   In their experiments, they found that those in the maximizing mindset are more thorough in their evaluation of alternative products.  However, they also found that those in the maximizing mindset were more likely to experience "greater regret and lower satisfaction" than those in the satisficing mindset.    Marketers, therefore, must be cautious about setting unrealistic expectations for their product, thereby pushing the consumer into a maximizing mindset.  They may find that those consumers are very difficult to satisfy.   Ultimately, they may spend a great deal to acquire those customers, only to see them defect quickly.