Point of View: Exploit the unexpected

Molly Flatt

Advertising has become part of our daily white noise, and the received wisdom is that it takes an awful lot of effort to get attention.

Exploit the unexpected

Molly Flatt

Have you ever found yourself ten miles down the road in the car, without having paid attention to a single thing beyond the burbling in your head?

Only just spotted that your local corner shop has disappeared? Could you tell me whether the last person to serve you at the supermarket was male or female?

Don't worry, it's not entirely your fault. We are evolutionary experts at not noticing. Our brains are hardwired to save energy by forming psychological and behavioural habits. As mind-mastery guru David Allen says: “Recent research has validated what to most...

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