Why Anticipation Creates More Powerful Experiences Than Surprise

Here’s why surprise isn’t the key to creating extraordinary experiences for your customers—and what actually drives deeper engagement.

What if I told you that surprise isn’t the best way to create extraordinary experiences for your customers?

After decades of performing at business conferences and corporate events worldwide, I’ve discovered something counterintuitive about human psychology: The most powerful moments happen not when we surprise people, but when we give them time to anticipate something amazing.

Let me show you what I mean.

When clients hire me to perform or speak at their events, they often ask if they should keep my appearance a surprise. “Imagine how delighted everyone will be!” they say. But I’ve seen this scenario play out hundreds of times — I take the stage and face a sea of blank expressions. The only person beaming is the event planner who booked me, because they’re the only one who knows how great this is about to be.

But when audiences know I’m coming? Everything changes. They Google me. They watch the viral clip of me fooling Penn & Teller. They visit my LinkedIn, YouTube Channel and Instagram. They read about my journey from Soviet refugee to performing at presidential inaugural balls. By the time I take the stage, every face in the audience is lit up with anticipation. They’re fully invested. They’re ready to participate. They want to experience the magic they’ve been researching and thinking about.

Imagine attending Taylor Swift’s Eras Tour having never heard her music, seen her photos, or watched a single concert clip. You’d be surrounded by passionate, sequin-boot-wearing fans who’ve spent months preparing their outfits, learning the lyrics, watching videos, and discussing every detail with friends. While they’re having the time of their lives, you’re trying to figure out what’s happening.

That’s the difference anticipation makes. It’s why the Eras Tour became the first concert tour to surpass $2 billion—not just because of the performance, but because of the months of buildup, preparation, and shared excitement leading to that moment.

This principle extends far beyond magic shows and concerts. It reveals a crucial truth about human psychology that directly impacts your business: People engage more deeply with experiences they can prepare for and anticipate.

Think about forcing someone to stop what they’re doing to listen to a speaker, watch a presentation, or participate in an activity they weren’t expecting. Even if it’s excellent, you’ve created resistance. They’re thinking about the email they need to send or the call they need to make. Their mind isn’t present because you haven’t given them the chance to prepare for this moment.

Instead of surprising people with something unexpected that demands their time and attention, try this approach:

Build Positive Anticipation

• Share what’s coming and why it matters

• Give people time to mentally prepare

• Allow them to research and get excited

• Create space for natural curiosity to develop

When you do this, something remarkable happens. People arrive ready to engage. They’ve done their research. They’ve cleared their mental space. Most importantly, they’ve chosen to be present for the experience.

I see this transformation at every corporate event where my appearance is promoted in advance. Instead of blank stares, I’m greeted by an audience full of knowing smiles and eager participants. They’ve watched my performances online. They’ve read about my approach to business psychology. They’re primed not just to watch, but to help create an extraordinary moment.

The goal isn’t to lower expectations by removing surprise. It’s to create such powerful anticipation that when you deliver excellence, it resonates even more deeply because people are ready to receive it.

This is how you transform ordinary customer interactions into extraordinary experiences. This is how you create moments so astonishing that people can’t help but tell others. By mastering the art of anticipation, you give your customers the gift of full engagement —and that’s when true magic happens.

Want to learn more about creating astonishing experiences in your business? Let’s explore how these principles can transform your customer interactions through an interactive keynote presentation at your next event. Contact my booking team to learn more.