34 T HE F UNDAMENTAL P RINCIPLES time, or even ask you: "Well, when could you have it done?" An added benefit is that it gives them a sense of control and involvement. We are all more comfortable when we feel we have some control over our lives and the things that go on around us. Deadlines are important. But deadlines are created by peo- ple. When you say to a customer, "I'll have it ready for you this afternoon," or, "I'll put it in the mail today," you are creating an expectation for your customer and setting a deadline for yourself. Be realistic, because once created, deadlines become yardsticks by which your customer will measure your success or failure. Knock Your Socks Off Service results from creating acceptable, realistic expectations of responsiveness in your customers' minds and then meeting those expectations. When Customers Must Wait