Hope is a beautiful thing – except when it crosses over into an unrealistic expectation. Such is the case at Home Depot that hopes to sell its evergreen inventory for “up to 50% off” – the day after Christmas. I am not sure who they think will make such a purchase.

The delusional pricing is an example of not being attuned to reality – either to the buying patterns of your audience or even to the calendar. While the greenery may last for several more weeks and still both look and smell wonderful, it no longer has the value that it did a mere 24 hours before.

As the new year approaches, people are filled with anticipation about what could lie ahead. Anchor those expectations in reality to keep your hope evergreen.

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