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The Power of the Unexpected

July 17, 2012

I was born different. Surgeons repaired lip, cleft and left an unexpected gift. We notice what’s different.

The brain ignores same same. It yearns for one of a kind. Chip and Dan Heath in Made To Stick: Why Some Ideas Survive and Others Die say the unexpected grabs our attention. Kevin Allocca, Youtube’s Trend Manager, says the unexpected goes viral.

That happened to me. I helped with a Pap Test Awareness Campaign, producing videos and emceeing a launch. Only 40+ people came to the launch but over 200,000 people have seen the video below.

I am dressed as the Fairy Godmother, well actually kind of undressed. I am wearing wings and tiara and not much else. I get a Pap test, sort of.¬† It’s a completely unexpected, lighthearted approach to a (sorry I can’t resist the pun) touchy subject.

Next time you are tempted to be average, to do the same same, don’t. Be joyfully unexpected instead.

www.ted.com/talks/kevin_allocca_why_videos_go_viral.html

www.heathbrothers.com/madetostick/

 

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