Repetition attracts the most attention when it’s highlighted by a puzzling variation. This kind of variation is achieved by disrupting a regularly repeated: for example, when there is a stain on a clean piece of fabric, the viewer’s perception is jolted and their attention is focused on that spot. Repetition and accumulation can of course also be used to tell stories, overstate the benefit, or present new proofs of the usp in concrete terms. Let the Kickstart questions in this section inspire you to find new ways of communicating your product massage. The examples on the following pages show only a small part of what can be achieved through repetition and accumulation.