Seth Godin writes that if you need to be better than expected to make it work then it becomes a standard and the new expectation. Seems that you get int infinite loop and at some point you just will not be better than expected.
I think there’s a way that will not escalate expectations. You can be creative and deliver every time something different but it doesn’t have to be “better” than last time.
Image credit: Piotr Bizior