This brings us to the stage of publishing our services – in the analogy of IT services
as a business, this is the marketing, the advertising and possibly even putting the
reps on the road to do some selling. The obvious reason for this is to bring the
customers in so we can justify the scale and cost of the production lines and start
to deliver their promised benefits into the business. But there is another, more
important reason, particularly so if we are delivering to a captive market such as
the userbase employed by the organization that ultimately also employs us. And
that is to set and keep on setting our customers’ expectations.