If the product fails to live up to expectations, the company will lose market share.
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Often confused with 不负众望 (bùfùzhòngwàng), which means the OPPOSITE: 'lived up to expectations.' Mnemonic: 孚 (fú) = inspire trust; 不孚 = fails to inspire; 负 (fù) = bear/shoulder; 不负 = doesn't disappoint.
history
孚 means 'to inspire trust' — found in 《诗经·大雅》 phrase 万邦作孚 ('all states find him trustworthy'). 不孚 = 'doesn't earn the trust of' the 众望 (public expectations).