A guitarist plays the B major scale correctly and incorrectly, showing how your brain catches the wrong note instantly. The insight: human brains are wired to spot pattern breaks, so marketers who deliberately violate expectations capture attention.
You may not know the B major scale, but your mind is so efficient at finding patterns, it can identify when it's right and when it's wrong. That's why when you mark it, you want to break patterns. Because we can notice it. First, let me play the B major scale properly. Now I'm going to play it two more times. One will be right, one will be wrong. Which one's the wrong one? Which one was right? Which one was wrong? Obviously it was that second one that was wrong. And why is it so obvious? You don't know the B major scale, but your mind does know patterns. That's why in your marketing don't do the same patterns. Everyone else do something that's a little bit unexpected because the people notice.
