The startling power of surprise

Fresh from Jon Evans' Cannes Lions talk, this episode explores why surprise is one of the most powerful tools in leadership. Drawing on behavioural science, neuroscience and real-world campaigns, Jon and Kory unpack how unexpected moments capture attention, create stronger memories and help brands stand out in an increasingly predictable world.

Putting their marketing hat on, they look at examples such as Tubi's headline-grabbing Super Bowl campaign and e.l.f.'s unconventional product launch strategy. Along the way, they explain the science of Reward Prediction Error, discuss how to sell bold ideas inside large organisations, and reveal why partnerships can become a powerful source of unexpected creativity.

Watch the new e.l.f. haircare advert:
https://www.youtube.com/watch?v=uk2KmRlx7eA

Timestamps

00:00 - Start
01:38 - The origin story of Uncensored CMO
04:03 - Why surprise is the antidote to dull
05:23 - The data behind the power of surprise
07:52 - Tubi’s example of using the power of surprise
09:58 - Understanding Reward Prediction Error
13:09 - Surprising the judges at Cannes Lions
15:45 - Selling big ideas into the boardroom
17:47 - e.l.f.’s surprising approach to their new hair product launch
20:29 - The power of partnerships to be surprising
22:23 - Baking surprise into your culture
25:41 - Why you need to keep delivering new surprises