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. 📌 Connect with Todd Liles: Website | Instagram | Linkedin 🔗 Full show notes and resources: www.toddliles.com/wizard

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