The book „The Expectation Effect: How Your Mindset Can Transform Your Life” explores how the power of expectations shapes our perceptions and experiences and can thereby bring about physical and psychological changes in our lives. Robson argues that consciously managing our expectations can not only improve our health and well-being, but also lead to exceptional performance in various areas of life. For concept-creative entrepreneurship in the sense of Professor Günter Faltin, the book provides valuable insights into how founders can develop and realize innovative business models through the targeted use of expectation effects. It emphasizes the importance of a positive mindset and the expectation of success as the driving forces behind the creation and growth of companies that transform existing markets and create new ones.