This'll be thread drift, but I don't care that much. Reading a book now about trying to be more grateful for all of the gifts we receive, including the bad stuff. Which is a pretty hard thing to do, obviously. Anyway, there was a chapter on how expectations kill relationships. I enjoyed reading Horse Butte's explanation on 4.9 re why the Eastern Colorado bull seller of note has been so successful. I think it boils down to this-- he actually sells acceptable bulls in working condition. They don't die. They breed cows. They do it for several years. That's the guts about why it works. The small cattle story that goes along with it is largely bullshit, but it's bullshit that doesn't really raise expectations all that much-- nobody is buying a 900lb yearling and expecting to raise high performing cattle. Lowered expectations result in far fewer failures. His trick is that the story results in lower expectations more subtly than most of us can do it-- when we do it, we get paid for the lowered expectation (ie, less)-- he manages to do it and still get a premium. It's an outstanding trick, kinda like jujitsu.
I guess I should add that I don't personally approve of the trick. Those folks keep coming back because the bulls work ok, I think, but they are definitely being tricked.