What triggers fascination, and how do companies, people, and ideas put those triggers to use/ Why are you captivated by some people but not by others? Why do you recall some brands yet forget the rest? In a distracted, overcrowded world, how do certain leaders, friends, and family members convince you to change your behavior?
Answer: fascination, the most powerful way to influence decision-making. It's more persuasive than marketing, advertising, or any other form of communication. And it all starts with seven universal triggers: lust, mystique, alarm, prestige, power, vice, and trust.
Fascination plays a role in every type of decision making, from the brands you choose to the songs you remember, from the person you marry to the employees you hire. And by activating the right triggers, you can make anything become fascinating.
To explore and explain fascination's irresistible influence, Sally Hogshead looks beyond marketing, delving into behavioral and social studies, historical precedents, neurobiology and evolutionary anthropology, as well as conducting in-depth interviews and a national study of a thousand consumers, to emerge with deeply rooted patterns for why, and how, we become captivated.
Hogshead reveals why the Salem witch trials began with the same fixations as those in Sex and the City. How Olympic athletes are subject to obsessions similar to those of fetishists. How a 1636 frenzy over Dutch tulip bulbs perfectly mirrors the 2006 real-estate bubble. And why a billion-dollar "Just Say No" program actually increased drug use among teens, by activating the same "forbidden fruit" syndrome as a Victoria's Secret catalog.
Whether you realize it or not, you're already using the seven triggers. The question is, are you using the right triggers, in the right way, to get your desired result? This book will tell you how.
©2010 Sally Hogshead (P)2010 HarperCollins Publishers
"[T]his slight but practical work packs a big punch." (Publishers Weekly)
“Can you dissect ‘fascination’? Sally Hogshead says, ‘Yes.’ Fascination is arguably the most powerful of product attachments—and this pioneering book helps us approach the word and the concept in a thoughtful and also practical manner.” (Tom Peters)
“This is a transformative work, a beautifully written book that will forever change the way you see the world. I loved it. Let me be really clear: you need to buy this book, devour it, absorb it and then buy copies for your colleagues. A lot of copies.” (Seth Godin)
The Hog's head has a nice voice and a interesting way of putting things, very useful and enjoyable. I found the results of doing her F-score enlightening.
Author uses this book as a lure to get you to go to her website and spend $37 more dollars to take a test. It's a test like you would find in any cheesy womans' magazine for free. This is so you will know your tactics for fascinating......stay away! Buyer beware!
Very good dissection of key character types in the business world, and a method for helping you identify what you are. This is followed with pretty straight on description of what people will see in you (or be fascinated by you)... and what they won't. Key is to understand your own personality and try to capture the attention and intrigue of colleagues, team, and senior managers in the way that fits your personality.
No. Her gimmick to charge you almost double the cost of this book for an internet test that costs her nothing is disgraceful.
I love a mystery and am a life long learner. Turning insights into something that ignites new things - food, art, business.
Top 5 - This book is chocked full of data and history and real world modern examples of how to consistently apply the triggers of fascination. There’s even a step-by-step guide to take you and your team through finding the triggers that make your brand (personal or business) the most fascinating.
Fascination is a word that both frightens and excites. “The origin of the word, Fascinere comes from Latin meaning to bewitch. Romans believed it was an evil curse. Freud labeled the relationship between a therapist and a patient as fascination, a form of hypnosis.” ~Sally Hogshead Fascinate
As the economy evolved from an information economy to more recently an experience economy, consumers’ expectations are higher than ever. Attention spans are more splintered, the field of competition is thick, and products and services are easily commoditized. Today we are in the midst of the Fascination Economy.
The only way to stand out is to be more fascinating than your competition. In this book Sally teaches you that Fascination is a tool to be mastered through activating one or more triggers that captivate people.
She has a fantabulous style that is equally powerful and warm. Sally’s words stir and activate change for individuals and brands.
Disclaimer - I'm a huge fan of the book and of the woman. So much so that I've become a part of the Fascinate® team through the How To Fascinate Certified Advisor program.
I love Sally Hodshead and the concept of fascination and the 7 triggers but the content of the book is too storybook for me. I would have preferred more of a story from her perspective. I think she has enough insight and knowledge not to need to rely so heavily on research and stories.
I truly wanted to get something out of this book. i listened for 2 hours and i should have known it was not a well organized book when my interest faded away. Elbow matrix?! if you have time to listen - you may pick up some mid level info. but if you are a person looking to learn "how to trigger persuasion and captivation" for business and/or personal purposes, look for another book.
the narrator\author is story telling is at least engaging...subject is just all over the place for me and I need it to be to the point so I can use.
I loved the format of this audio book because it gave real examples and it was quite entertaining. The free survey is a plus as well. Very valuable information.
the narrator is awesome (who happens to be the author). Very real, up to date, and I learned lots.
Great story telling
I'm an avid non-fiction reader because I love research, reasonably substantiated claims and thought through delivery -- this book has it all. Sure some of the names / ideas are similar to what you can find in other books but I won't take anything away from the Fascination Team that pulled this book together -- its 'all under one roof'. Seriously, if you like some new takes on old marketing concepts but also like it modernized and 'real' -- you will enjoy this book. I hate to say it but I kinda wish I had bought the actual book because it does require a lot of review and 'waz that again??' rewinds but I intend to keep it handy and will enjoy listening regularly.
The real life examples -- made the names / concepts / triggers stick.
Her delivery - this does not feel like a read book - its very conversational and Sally is engaging.
A lot of simple lessons long forgotten bubbling to the surface again. I need to work more effectively and practice what i preach in terms of 'wowing'.
"Witty, funny and utterly compelling"
Captivation is hard in this day and age. Lots of shiny objects vying for your attention, how do you stand out and captivate, then influence? Sally's book talks about personality types, triggers and shares fun stories and anecdotes as she reads. Thoroughly enjoyable even if you never act on her research (which of course your should).
Overall, the book was good. It has interesting topic on why we are fascinated about things and what drives our action and interests.
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