Expectation: the elusive spark that drives us forward, the tantalizing possibility of what could be. In the world of business, expectation can manifest in many ways, from false hopes to practical solutions, from community standards to cultural beliefs. By analyzing the current trends under this tag, we see a general direction towards collaboration and shared leadership, reducing risk and creating positive impact in our communities. We also see the importance of market expectations and delivering effective solutions to meet them. Overall, the Expectation category is about seeking out and meeting the challenges of the ever-changing landscape of business, with an eye towards not just profit, but also creating a lasting impact on our world.