Thanks to the Internet and nonstop media, the human attention span has been reduced to a matter of seconds. So how, in an oversaturated, hyper-competitive marketplace, can we get our messages, our ideas, and our products noticed? Going beyond marketing, Sally Hogshead looked for answers in a range of disciplines, from neurobiology and psychology to evolutionary anthropology and history. She found specific and interesting patterns: Ancient Romans shared the same fixations as Carrie Bradshaw in Sex and the City . Amazon.com and creatures in the Amazon jungle use identical methods to allure customers and prey. Analysing a wide range of examples, Hogshead discovered they all shared a commonality: fascination. Delivered in a pithy, intelligent, moxie-fueled style, and backed by in-depth research, Hogshead's creative, idea-filled book examines the principles behind fascination and explores how they can be used to influence a wide range of decisions, from which brand of frozen peas to buy and which company to join to which book to read and where to vacation. Structured around seven triggers that Hogshead identifies, this invaluable guide explores how anyone can use them to make products, messages, and services more fascinating - and more successful.