I loved what Taylor Swift about surprises

The rarefied air of truly surprising folks.

There was a terrific interview in TIME with Taylor Swift last week in which she talked about trying to surprise people who come to her concerts.

She was talking about getting artists like Nicki Minaj, Usher and T.I to come sing with her.

“But it’s worth it because I really want them to have that genuine moment of surprise. It’s very rare in this day and age to surprise people, but I really like doing it.”

It is rare and it is worth it.

It might be the only way to keep folks coming back.