S03.EP12 - Friction in Branding with Soon Yu
JUST Branding
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The Importance of Surprise
"I think surprise is a huge element. I'll give you a simple example and it's less about surprise but let me this idea of drama," he says. "We're going to go over these big mountains with snow and wizards kind of like trying to create avalanches." And then they have to go through or confess that swamp whatever it was high high degree of friction. He adds: "Anything that makes your heart skip the beat or jump or your pulse race, that's good friction"
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