The Startling Power of Surprise with Adam Morgan

Adam Morgan, founder of eatbigfish and co-creator of The Cost of Dull, joins us to explore why surprise is one of the most powerful tools available to marketers. Drawing on new research unveiled at Cannes Lions, Adam and Jon explain the psychology behind surprise, the science of reward prediction error, and why memorable brands consistently give people more than they expect. We discuss the different types of surprise, why products need to live up to the expectations created by advertising, and examine some of the best examples of surprise in modern marketing from Aldi to Jaguar and beyond. Timestamps 00:00 - Start 01:58 - The surprising outcomes of Cost of Dull 06:04 - The genesis of Cost of