The Expectation-Surprise Framework is a powerful technique for creating memorable and engaging content by playing with your audience’s preconceived notions and delivering the unexpected. It’s about keeping your audience intrigued and invested by disrupting predictable patterns:

• Expectation (E): Begin by establishing a clear expectation. This could be based on industry norms, common knowledge, or even the initial framing of your message. By setting a predictable course, you create a foundation for the surprise element.
• Surprise (S): Once the expectation is set, introduce an element of surprise that disrupts those preconceived notions. This could be a plot twist in storytelling, a counterintuitive data point, or an unconventional approach to a common problem. The key is to make it unexpected but still relevant to your overall message.

This contrast between expectation and surprise not only makes your content more memorable but also creates opportunities for greater engagement. It prompts your audience to reconsider their assumptions, sparking curiosity and deeper thinking. Whether you’re crafting a captivating story, a thought-provoking presentation, or a persuasive marketing campaign, the Expectation-Surprise Framework can add a powerful dynamic to your content.