Derek Thompson says that to sell something familiar, you have to make it surprising. To sell something surprising, you have to make it familiar. "It is in this interplay between familiarity and surprise where the strongest appeal lives.

And isn’t that just it? Customers are either torn between their curiosity of new things, and also, a fear of anything too new.Hop into this episode to learn how to walk the line between familiarity and surprise, and to hear a really cool story about how a Russian Jewish immigrant named Rose Blumkin went from buying used clothes for 10 cents to selling her company for $60 million.pullthethreadpodcast.com

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