Unexpected

Core Concept Definition

Breaking people’s expectations to get attention and creating curiosity to hold it.

Dual Functions

1. Getting Attention

   • Pattern breaking
   • Schema violation
   • Surprise generation
   • Mental disruption

2. Maintaining Interest

   • Curiosity creation
   • Knowledge gaps
   • Mystery development
   • Sequential revelation

Breaking Patterns

Schema Violation

1. Understanding Schemas

   • Mental patterns
   • Expected sequences
   • Common assumptions
   • Behavioral norms

2. Strategic Violation

   • Identifying key assumptions
   • Breaking relevant patterns
   • Creating meaningful surprise
   • Connecting to core message

Surprise Elements

1. Effective Surprise

   • Core message related
   • Post-dictable
   • Meaningful revelation
   • Purpose-driven

2. Ineffective Surprise

   • Gimmicky approaches
   • Irrelevant shock
   • Disconnected surprise
   • Pure novelty

Creating Curiosity

Gap Theory

1. Knowledge Gaps

   • Identifying existing knowledge
   • Revealing missing pieces
   • Creating desire to know
   • Systematic revelation

2. Implementation

   • Sequential information
   • Strategic withholding
   • Curiosity triggers
   • Resolution timing

Mystery Development

1. Structure

   • Clear setup
   • Building tension
   • Strategic reveals
   • Satisfying resolution

2. Elements

   • Core question
   • Progressive clues
   • Engagement points
   • Resolution path

Implementation Techniques

Attention Grabbing

1. Pattern Breaking

   • Identify common patterns
   • Create meaningful violations
   • Connect to message
   • Ensure relevance

2. Surprise Creation

   • Build expectations
   • Break expectations
   • Reveal meaning
   • Connect to core

Interest Maintenance

1. Curiosity Building

   • Create knowledge gaps
   • Maintain tension
   • Provide clues
   • Time revelation

2. Story Development

   • Build narrative
   • Create investment
   • Maintain engagement
   • Deliver payoff

Case Studies

Successful Examples

1. The Enclave Ad

   • Unexpected crash
   • Safety message
   • Pattern violation
   • Meaningful surprise

2. “No School Next Thursday”

   • Journalism lesson
   • Core message reveal
   • Pattern breaking
   • Learning impact

3. NASA Moon Mission

   • Ambitious goal
   • Clear timeline
   • Pattern break
   • National engagement

Measurement Criteria

Effectiveness Metrics

1. Attention Capture

   • Initial engagement
   • Pattern break success
   • Message connection
   • Understanding level

2. Interest Maintenance

   • Sustained engagement
   • Curiosity levels
   • Message retention
   • Action generation

Common Pitfalls

Attention Problems

1. Gimmicky Approaches

   • Irrelevant surprise
   • Disconnected shock
   • Pure novelty
   • Message disconnect

2. Interest Failure

   • Weak curiosity
   • Poor maintenance
   • Lost engagement
   • Failed resolution

Related Concepts

• Simple - Combining with unexpectedness
• Stories - Narrative surprise
• Communication Framework - Integration
• Practical Applications - Implementation

Questions for Practice

1. What patterns can you break?
2. How does surprise serve your message?
3. What curiosity can you create?
4. How will you maintain interest?
5. When should you reveal information?

References

• Chapter 2 of Made to Stick - Why Some Ideas Survive and Others Die