The definition of failure should be: ‘not exceeding’ customer expectations
Meeting expectations is dull, boring, far from remarkable and does not leave a story to remember. Of course it deserves a "thank you" but not more. Meeting expectations in business and relationships is actually the minimum requirement to avoid the expected conflicts that result from not meeting
expectations. It does not generate a shock and awe effect, amazement or absolute fascination that leads to transformation, addiction and passionate loyalty (real success).
In business and relationships aim to dazzle and to become a story worth being told.