Give Them What They're Not Expecting

The advice wasn’t to me personally, but I recall hearing Jay-Z say something along the lines of, don’t give people what they want, give them what they’re not expecting. It’s what I’ve always believed and it’s powerful to have your philosophy endorsed. I never want to deliver a novel that I think people are expecting, I love the challenge of creating something unique and surprising. It’s so important to write with freedom.