{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"Uncensored Renegades","title":"The startling power of surprise","html":"","width":"100%","height":180,"duration":1729,"description":"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.\nPutting 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.\nWatch the new e.l.f. haircare advert:\nhttps://www.youtube.com/watch?v=uk2KmRlx7eA\nTimestamps\n00:00 - Start\n01:38 - The origin story of Uncensored CMO\n04:03 - Why surprise is the antidote to dull\n05:23 - The data behind the power of surprise\n07:52 - Tubi’s example of using the power of surprise\n09:58 - Understanding Reward Prediction Error\n13:09 - Surprising the judges at Cannes Lions\n15:45 - Selling big ideas into the boardroom\n17:47 - e.l.f.’s surprising approach to their new hair product launch\n20:29 - The power of partnerships to be surprising\n22:23 - Baking surprise into your culture\n25:41 - Why you need to keep delivering new surprises","thumbnail_url":"https://img.transistorcdn.com/B9fGm6LkmFXN_iVB5d0jResTZYFcsWCmw0BeP1C9IPs/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS80NmEw/MzY2ZGMzMGU0Njc2/ZWFhY2FhMzk1M2Q3/MmM1NC5wbmc.webp","thumbnail_width":300,"thumbnail_height":300}