Be unexpected. You've heard that adding an element of surprise is a good way to grab attention. But how? What can you do to suddenly have a more unexpected message?

A tool called crystallize/break from Made to Stick is one great way to build unexpectedness in your message. Watch today's video blog for an explanation and a recent example that'll help you start using the crystallize/break tool.

So, what's your first step to using this tool? Figure out what is counterintuitive about your message. What's something people don't already know? Share some of your ideas in the comments and I'll write back with input!