The Element of Surprise

Not much surprises us these days. And that, by and large, is the way we like it. We have more control than ever over our lives. We bank and shop on-demand online. We use RSS feeds to filter our news. We carefully manage our public image by broadcasting the most appealing pieces of ourselves -- photos, status updates and MP3 playlists -- on our blogs and Facebook pages. Recognizing this demand for control and customization, more marketers are asking us to help shape their products however we see fit. So it's surprising to see some new businesses thriving by keeping us in the dark.

A few examples:

Hipstery

German t-shirt store Hipstery sells t-shirts with a twist. After answering a series of humorous questions about personal preferences and desires, the folks at Hipstery send you a t-shirt they think you'll like. Their relationships with reputable vendors such as Threadless provide credibility, and the shirts they sell are limited-edition or out of production, upping the excitement.

 

Stack

In an effort to improve the sustainability of independent magazine publishing around the world and bring alternative views of music, culture, film and current affairs to American readers, Stack America sends a different English-language independent magazine to subscribers each month. The element of surprise and discovery is real here, as many of the magazines are difficult to find, such as the beautiful Little White Lies and The Ride.

 

Uncle Envelope

Geared toward a younger audience, Uncle Envelope sends subscribers paper-based works of art each month. All Uncle Envelope gifts are created by local artists and storytellers.

 

MilkMade and Dulcinea

For the lactose-tolerant and sweet-toothed, MilkMade, and Dulcinea offer year-long sweet-suprise-a-month subscriptions. MilkMade delivers exotically flavored, hand-crafted ice creams and sherbets, while Dulcinea delivers treats baked with fresh, locally sourced ingredients. Concord Grape and Raspberry Sherbet or Zucchini Tea Cake, anyone?

 

The New York Times' Damon Darlin suggests that with everything we've gained in the digital age, we've lost something unexpected. Or more specifically, we've lost the unexpected. These businesses, and many more like them, hope to bring back the element of surprise without sacrificing product relevance. And in addition to giving the consumer the thrill of discovering something new, they give niche publications, artists and artisans a greater opportunity to build a follower base.

Sometimes a little mystery is a very good thing.