Consistency builds trust. Predictability kills attention.

In this episode of Todd Liles and the Wizard of Ads, Roy H. Williams explains why most advertising fails: it’s too safe, too familiar, too forgettable.

What's Inside:

-Why consistent brand voice is non-negotiable, but predictability is deadly 

-The neuroscience of surprise and how it locks your brand into memory

-How Allstate’s “Mayhem” ads broke every rule and won big

-Why repetition without creativity becomes invisible

-How contradiction and storytelling keep your audience engaged

If you run ads, lead a business, or want your message to stick, this will change how you think about marketing forever.

Because in a world drowning in noise, the brands that win are the ones that stay consistent, but never predictable.

If you enjoyed the episode, subscribe, review, and share the show with a business owner who refuses to be ordinary. Because in business, the bold win—and the remarkable reign.

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🔗 Full show notes and resources: www.toddliles.com/wizard