More from The Impact Equation,
The more we worked in marketing, the more we did presentations and wrote blog posts and launched projects, the more we recognized that information has no impact on people’s reactions. Instead of information, people react to emotion, and they feel an emotion when they are presented with something different and surprising. (p. 86)
This is a quote from the chapter titled Contrast and how good ideas provide contrast to what is already present and known. I think what they are saying is that Contrast is appealing in that it provides something different. Different is often surprising.
The point I take from this is that the idea is not to manipulate people’s emotions, but to instead lead with different and surprising because that is what will touch people and draw them to your idea.
That is worth thinking about in context of innovative ideas.