In this ‘been there,
done that,
worn the t-shirt,
posted the pictures on facebook’ world,
it’s getting harder to genuinely surprise audiences.
The moment you try to replicate someone else’s success, you might as well tattoo “me too” on your forehead.
Real surprise comes from the unexpected, not the familiar.
Likewise, innovation comes from understanding.
You want to do something surprising for your consumers.
So put yourself in their shoes.
Think about their experiences.
If you were them, what would you like to see done differently?
It’s not about staging a new festival with your name over the stage.
It’s finding a way to transform the experience at a festival that people already enjoy.
You can show people that you’re on the same page.
You see life from the same perspective.
Show your fans that you understand their lives.
And that you thought of something they might enjoy.
That’s the best kind of surprise – something they might actually want.
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