I think "Repeating close variations on your usual theme unlocks far more value than you'd expect given minimal novelty value" is a surprising result. I utterly buy it.

The advice I give which has produced the single biggest deltas in outcomes is "Charge more." It is so simple that I could literally print it on T-shirts and wear it to any event which discusses pricing. People know it is my catchphrase and sometimes I get knowing laughter when I say it...

... and then a few minutes later they've agreed to try charging more, despite having an accurate model which suggests "Hah, I bet when we ask Patrick about our new pricing he is going to ask us what it is, think about it for less than five seconds, and then suggest charging more." They knew what I'd say before I even got in the room, but even the tiniest marginal connection to their own pricing grid / customers / data pushes them to actually try it.