Why Surprise Is the Secret Sauce: Marketing Lessons from Nancy Harhut on Marketing / And
Season six of Marketing / And is in full swing, and one question AMA CEO and podcast host Bennie F. Johnson asks every guest consistently delivers unexpected clarity:
What advice would you give to marketers?
In a recent episode, Bennie sat down with Nancy Harhut, co-founder and chief creative officer of HBT Marketing, for a conversation that challenged many of the assumptions marketers still cling to, especially in B2B. Harhut, widely recognized for her work across B2C, B2B, and nonprofit marketing, has been named one of the 10 Most Fascinating People in B2B Marketing. Her latest book, Using Behavioral Science and Marketing, Drive Customer Action and Loyalty by Prompting Instinctive Responses, makes a compelling case for why understanding human behavior is no longer optional, it’s essential.
At the heart of the conversation was a powerful throughline: when marketing taps into behavioral science, storytelling, and emotion—especially surprise—it doesn’t just capture attention. It drives action, deepens connection, and builds lasting brand loyalty.
People Buy with Emotion First
Harhut reminds us of a truth marketers often intellectually understand but don’t always operationalize: people are human first. Decisions are emotional before they are rational.
“Research shows when you infuse emotion into your marketing,” she explains, “you can have up to seven times more buying potential.”
To illustrate this, Harhut shared a personal story that doubles as a masterclass in brand advocacy. After spending three years convincing friends to take a Caribbean yacht trip, she came fully armed against motion sickness—Dramamine, patches, and a relief band designed to combat nausea. Within ten minutes of setting sail, she was green. Panic set in. A weeklong trip, stranded at sea, her worst fear unfolding.
Then she tried the relief band. Within a minute, she felt fine. The band stayed on her wrist for the entire trip.
“I will tell anybody that story,” she said. And she does.
That’s behavioral science and storytelling at work. A product that solves a real emotional problem creates not just a customer, but a loyal advocate—someone who wants to share the story.
Testing Behavioral Science, Not Guessing
Rather than relying on gut instinct or inherited best practices, Harhut encourages marketers to experiment.
“The more you test, the more you’re going to see positive results,” she notes. “People have hardwired, automatic responses. When we learn how to trigger them, it increases the likelihood we get the response we want.”
Behavioral science gives marketers a framework to understand how people make decisions on autopilot—often without realizing it. Small shifts in messaging, timing, or framing can yield outsized results when they align with how the brain actually works.
Loyalty Is Built Through Commitment and Surprise
One of the most compelling parts of the conversation focused on retention. Harhut highlighted the principle of commitment and consistency: when someone says yes once, they’re far more likely to say yes again.
Start with a small ask. Build momentum. Earn trust.
But the real differentiator? Surprise.
Research shows that when people are surprised, emotional intensity increases dramatically—by as much as 400 percent in some studies. Predictable loyalty programs fade into the background. Unpredictable rewards, on the other hand, activate curiosity and anticipation.
Behavioral scientists call this motivating behavior with unpredictable rewards. When customers don’t know when or how they’ll be delighted, they stay engaged. They pay attention. They come back.
Harhut challenges marketing teams to intentionally design moments of surprise: from unexpected recognition and spontaneous rewards to thoughtful gestures that feel human rather than transactional.
Double Down on Humanity
In an era dominated by AI, automation, and rapid technological change, Harhut’s advice is refreshingly grounding:
“Double down on humanity. At the end of the day, people are people. We make decisions in a particular way, and very often we’re operating on autopilot.”
Behavioral science doesn’t remove creativity from marketing; it sharpens it. It helps brands tell better stories, create deeper emotional resonance, and design experiences that feel personal and memorable.
Because when marketing acknowledges how people actually feel, think, and behave—not how we wish they would—connection strengthens. Buying increases. Loyalty follows.
Listen to the full episode to hear Nancy’s insights firsthand, and to rethink how surprise, storytelling, and behavioral science can transform your brand.
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Marketing / And explores life through a marketing lens, diving into the moments where creativity, purpose, and culture intersect. Each episode introduces you to visionaries whose stories you might not know yet—but absolutely should. Because at its best, marketing isn’t just about selling something. It’s about shaping stories, shifting perspectives, and inspiring what comes next.