Why Breaking Expectations Makes Stories Impossible To Ignore

In 2015, Bill Gates took human waste, ran it through a process that converted sewage into clean water, and then drank it.

The media loved it.

Why?

Because he violated expectations. And in doing so, he captured the attention of his audience.

We all develop daily rituals to save energy, like brushing our teeth or making coffee. The brain settles into comfort mode, running on autopilot.

Great storytellers interrupt that autopilot. They catch our attention by breaking the pattern.

When people act outside of what we expect, a “violation” occurs.

Sometimes this is negative, like someone talking on their phone in a quiet movie theater.

But in other cases, like a powerful story, the violation is positive.

Violating expectations boosts attractiveness, credibility, and persuasiveness.

It works because the human brain is wired to notice novelty.

We’re always scanning for something brilliant and different. Something that stands out.

Here are a few ways people have done it effectively:

• Showing a photo of a broken lock vs. putting the real broken lock on the table

• Displaying product photos of a drone vs. flying the drone live on stage

• Steve Jobs introducing three separate products, then revealing the 3-in-1 iPhone

These moments stand out because they break the mold.

A story is a sequence of events told in order.

A good story, however, contains both “canon and breach.”

The canon is the expected sequence. The breach is the unexpected twist that keeps people hooked.

It’s the moment when the audience thinks it knows what’s g, only to be surprised.

When storytellers educate or inspire through positive violations, they create stories worth sharing.

By breaking expectations, they keep audiences engaged, surprised, and eager to pass the story along.

That’s the power of violating expectations.

It transforms ordinary stories into unforgettable ones.

Read the next chapter here.