Paul Larache

Great analogy.

And you're right.

What you did is you disrupted that pattern that people are used to.

And again, certain patterns, the reason we like patterns, the old brain like patterns, sometimes from a marketing point of view, we can use that to our advantage.

How?

How?

Sure.

Well, again, in the book, I talk about how familiarity...

in branding is misunderstood because often a new service or product says, I want to be so different.

I want to be out there.

I don't want to be like anybody else.

And often, unfortunately, that can be a death trap to get the product launch.

You have to, there's the term called, it's Maya, Maya, Maya, however you want to pronounce it.

But it's a marketing term that has to do with the fact that you want to be

familiar, but a little bit different, not too different because the old brain, like I said earlier, it does like to be comforted with stuff that it feels doesn't put it under threat.

In the book, I give a few examples, but for one example, I talk about music because in radio, I'm a guitar player in an amateur band.

And, um, I talk about how about 70, 75% of the number one hits over the last 30 years have followed pretty much the same four chord pattern, you know, the one, five, four, six pattern.

And it's, and this is country rock, uh, pop, uh, it doesn't matter, uh,

What you look at, those are the songs that will sell the most and be the most successful.

And the reason is they follow a certain pattern that is very familiar to our brain.