13:48How to Hire the Best People in the World
Save referenceExpectation Violation
The usual belief is that top people go to whoever pays most. THEY DON'T WANT MONEY says the opposite, and for an owner who can't match big salaries, that's good news. So if not money, what do they want?
Below this channel's typical views. Included as a creative reference.
The title supplies who THEY are, the best people in the world, so the thumbnail's claim only makes sense once you've read both together.
DON'T on the red band is the word that flips the belief, and Leila's open palm and wide smile present the claim with confidence, not as a warning.
When your audience assumes one obvious answer, put a flat denial of it in the thumbnail and highlight the word that flips it. Let the title name the goal, so the question becomes what works instead.
Deny the obvious answer and let them wonder what works.
Apply this pattern to your next video.
Bring the reference into a packaging brief, then decide what your title and thumbnail should each communicate.