Pow! Right Between the Eyes: Profiting from the Power of Surprise
Last updated October 31, 2026
By Andy Nulman
Andy Nulman, co-founder of the Just for Laughs comedy festival in Montreal, argues that surprise is one of the strongest tools in business and marketing. He believes predictable companies are easy to ignore. Citing cases from entertainment, advertising and his own ventures, he explains how to plan surprises that catch attention, delight customers and get people talking, and how to avoid surprises that backfire on a brand.
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