THE BEST EVER

A full three weeks before Christmas, my son proclaimed this year's holiday "the best Christmas ever". Happily, through a combination of sheer excitement and optimistic foresight, he reached this conclusion without setting eyes on a single gift. It helps that, being not quite three years old, he lacks any true understanding of what Christmas actually is or any real point of comparison for this year's experience. So his best ever declaration is entirely relevant to his context. 

But whatever our age, it's like this with any experience - including our experience with you and your thing. Some of us come to you with a deep well of past experience with you and your thing, or at least a knowledge of other people's stories about you and your thing. The relationship is established, for better or worse. Others come to you new with varying levels of expectation. Either way, you have the chance to make our next experience the best ever - not necessarily perfect, just the best in our context.