Have you ever read something and immediately thought: Wait, what?
If you have, you’re not alone, and that reaction is more powerful than you might realize. In a crowded world of online marketing, the messages that stop us in our tracks aren’t the ones we’ve heard a hundred times before. They’re the ones that challenge our assumptions and offer a counterintuitive perspective.
Think about these examples:
- Did you know that exercising actually gives you more energy, not less?
- Did you know that people who have less often turn out to be the most generous?
- Did you know that going slower can actually help you go eventually faster, in sports and even in music?
These are what I call “Wait, what?” moments. They disrupt the ordinary flow of information, invite curiosity, and make us pay attention.
Why “Wait, What?” Works in Branding
When I teach personal branding—and corporate branding too—I encourage people to actively look for these kinds of messages. Here’s why:
- They break through the noise. In a digital space overflowing with generic advice, counterintuitive insights make your audience pause.
- They reframe you as an expert. When you share something people haven’t heard before (and back it up with evidence), your authority instantly rises.
- They stick. People are far more likely to remember the surprising fact, the unexpected twist, or the new way of looking at an old problem.
How to Create Your Own “Wait, What?” Moments
Here’s a simple framework I teach to uncover them:
- Define the common belief. What’s the assumption everyone in your field tends to accept?
- Flip it. How do you see it differently, or what challenges that belief?
- Back it up. Support your perspective with credible data, research, or lived experience.
When you package your insight in this way—leading your audience from a familiar belief to a surprising new perspective—you instantly elevate your message.
Elevate Your Brand Through Curiosity
The next time you’re working on your brand messaging, don’t just think about what your audience already knows. Ask yourself: What could I say that would make them stop, tilt their head, and think—“Wait, what?”
If you can consistently isolate and deliver those moments, your brand will stand out every single time.
