The Element of Surprise.

When was the last time your marketing surprised anyone?  One of the easiest ways to elevate your brand is to deliver a message that takes prospects by surprise — to be distinct enough they leave an impression.  But truly surprising marketing has some natural enemies — primarily inertia, consensus and the kind of reluctance to take risks that settles in as a company grows.  So there’s the challenge: how can you introduce — or reintroduce — the element of surprise into your marketing?