This past Sunday marked the return of one of television’s (pardon me, it’s not television, it’s HBO) most beloved dramas—Game of Thrones. With it came one of the most testing challenges in viewers’ lives: the first four episodes of the new season were leaked, creating mass chaos in GoT fans lives. At first, this seemed like a gift from the gods. No longer will I be fraught with anticipation for next week’s episode, since I now have the first half of the season at my fingertips! But on second thought, I realized the truth: If I watch the first four episodes now, I’ll have four agonizing weeks of anticipation.

This problem is synonymous with the YAYA generation, where instant gratification is a driving force. This shift towards having everything right when we want it is transforming commerce as we know it. So how are brands going to meet this need?

Mojo Ad releases a study every year containing key insights about YAYA consumers, and one in particular sums up what I’m going through.

Dr. Me, M.D. says, “When I start to feel like I’m getting sick, the first thing I do is Google my symptoms. I don’t want to have to make an appointment, sit in a waiting room and pay for them to tell me what I can already find out online. I want answers immediately, just like everything else. If I’m going to have to wait, I want to know that it’s worth it.”

So how should brands face YAYA expectation for immediate results?

Don’t make them jump through hoops to get the information they seek.

Being transparent about your company, product or service will benefit you in the long run.

The more clicks it takes to make an online purchase greatly lowers the probability that it actually happens.

If you’re going to keep them waiting, let them know the wait is worth it.

Nothing disappoints YAYA consumers more than an unmet expectation. Don’t overpromise and underdeliver.

Allow them to keep tabs on what’s to come.

Uber and Lyft allow users to track where their ride is. Dominos shows the customer’s pizza’s progress in the kitchen.

Expect the unexpected.

Brands that create products or services that change the way we do things before we crave change will outlast those who don’t.

So while I sit here and resist the temptation spoil the new season of Game of Thrones while tracking my Dominos medium thin crust pizza, you, fearless marketers, should continue your quest to meet the unrealistic expectations of the impatient millennial.