Embracing Surprise

For much of my corporate career, I prided myself on avoiding surprises. I hit my numbers, created team cultures that served as havens of stability in volatile environments, and aimed to be predictable, carefully modulating my response to both outstanding and disappointing results.

However, in my coaching work, I’ve started to appreciate the virtues of surprises. I’m observing leaders who are embracing the notion of surprising (positively) their customers and stakeholders. The results? Increased engagement, enhanced memorability, and amplified impact.

Why does this work? Because in a world dominated by detached routines, our brains often drift into the Default Mode Network (DMN). This state, which occurs during rest, reflection, and daydreaming, is incredibly valuable. It helps the brain process thoughts and memories, and it's a fertile ground for generating creative ideas.

On the other hand, when the brain is jolted by positive surprises, the Prefrontal Cortex lights up, unleashing a cascade of neurotransmitters like dopamine, which triggers sensations of pleasure and reward. Oxytocin, another key neurotransmitter, is also released, fostering feelings of connection and trust. Furthermore, positive surprises enhance neural plasticity, forging new connections and boosting our capacity to learn.

So how can leaders harness the power of surprise?

• Savoring Surprise: Leaders should work with their teams not to shy away from surprises but to manage them effectively. Soren Kaplan, founder of Innovation Point, developed a 2x2 matrix that guides leaders on how to engage with surprises and determine appropriate actions. So when a positive surprise occurs that is outside today's strategy, leaders should "Capture & Capitalize" on the information; when a negative surprise occurs that challenges today's strategy leaders should "Prepare & Pivot".

• Surprise Your Team: Research has shown that unexpected promotions, bonuses, or surprises during team events can significantly boost retention, cohesion, and collaboration. Who could you unexpectedly recognize?
• Surprise Your Customer: An analysis of consumer posts on TripAdvisor found that reviews highlighting an element of surprise correlated with increased customer loyalty. How can you surprise your consumer?

Rather than avoiding the unexpected, perhaps it’s time to embrace it. Leaders have a unique opportunity to drive engagement and foster brand loyalty by creating surprising moments that engage the brain in ways mundane methods simply can’t.