Magazine / To sell something surprising, you have to make it a little bit familiar. And to sell something familiar, you have to make it a little bit surprising. It is in this interplay between familiarity and surprise where the strongest appeal lives.

To sell something surprising, you have to make it a little bit familiar. And to sell something familiar, you have to make it a little bit surprising. It is in this interplay between familiarity and surprise where the strongest appeal lives.

To sell something surprising, you have to make it a little bit familiar. And to sell something familiar, you have to make it a little bit surprising. It is in this interplay between familiarity and surprise where the strongest appeal lives.

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