Surprise Is Still the Most Powerful Marketing Tool

To be successful in business, you have to meet your customers' expectations. But to be wildly successful, you have to exceed them.

People are designed to crave the unexpected. Birchbox, a subscription service that sends customers a box of mystery beauty products each month, and Phish, the rock band that never performs the same show twice, proves that entire business models can be built around this insight.


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