Rule 19 PUT THE SURPRISE WHERE YOU WANT THE ATTENTION
The rule for surprise is this: Direct the most attention to the most important part of your idea. Don’t sprinkle surprise around randomly, or the result will be scattered attention and a loss of focus.
Some examples of using surprise to direct attention:
You write a particularly catchy musical sequence for a pop song. You make sure the most important lyrics are contained in that sequence.
You add an exciting new feature to a product. You make sure the feature underscores your brand’s most compelling difference.
You design a trademark for a business. You make sure the strategic uniqueness ...
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