The key is to set realistic customer expectations, and then not to just meet them, but to exceed them—preferably in unexpected and helpful ways.

"In Formula 1, if you stand still, you're going backwards."

The act of writing is an act of optimism. You wouldn't take the trouble to do it if you felt it didn't matter.

释义：用兵的方法，以攻破敌人心理防线为上策，攻破城池为下策。