THE 7 TRAITS OF CONTENT: #3 ORIGINALITY

engagement
takes ORIGINALITY

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unlocking engagement
through originality

How to Stand Out Without Shouting.

Originality is often seen as novelty,  something new, loud, or disruptive. But in this episode, Lucy sits down with Scott Taylor, Chief Puppet Officer and behavioural scientist Ginny Follen to explore a deeper truth of originality and why it has meaning.

If you don’t yet know Scott and the amazingly original content he creates in a traditionally very conservative arena – this is a must-watch.

From turning data into theatre, to using humour as a strategic tool, to understanding why our brains latch onto the unexpected, this conversation unpacks what it takes to create ideas that people remember. 

IN This episode WE discuss:

  • Why familiarity with a twist is often more powerful than pure novelty 
  • How imperfection, humour and vulnerability make content more engaging 
  • The behavioural science behind attention, surprise and emotional recall 
  • Why originality matters even more in the age of AI 
  • And, of course, the biscuit (or cookie in this case!) test, if originality were a biscuit, what would it be?

GUEST SPEAKERS

Scott Taylor

Scott Taylor
Chief Puppet Officer
LinkedIn

Ginny Follen

Ginny Follen MSc, 
Behavioural Science & Marketing Strategist
LinkedIn

QUOTES FROM THE 'CAST

"In data, everyone’s saying the same thing, so originality isn’t a nice-to-have, it’s the only way to get people to listen."
Scott TaylorChief Puppet Officer
“The riskiest thing in a world of sameness is playing it safe”
Lucy AllenChallenge CEO
“Surprise is one of the strongest memory triggers we have”
Ginny Follen, MSc.Behavioural Science & Marketing Strategist

The 7 traits of content

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Engaging content using insights
ENGAGEMENT TAKES
INSIGHTS
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ENGAGEMENT TAKES
INDIVIDUALITY
The customer buys from YOU. So, who are YOU? A distinct personality helps you stand out in a crowded market and make a personal connection with your audience.
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