We create ideas people don’t see coming.
Most marketing gets ignored because the brain filters it out.
Same cues. Same stories. Same predictable outcomes.
But when something breaks expectation, people pay attention.
In cognitive science, that’s called prediction error.
We call it escaping the Predictability Tax.
Because if people can predict your next move, they’ve already stopped listening.
Safe gets seen. Surprise gets remembered.

Our culture is built around curiosity, surprise, and a healthy distrust of predictable ideas. Because if we’ve seen it before, everyone else probably has too.

To replace predictable with unforgettable.