Book review: Fascinate, by Sally Hogshead

You are probably boring.  Or maybe just the same as everyone else.  Or even invisible. That’s the bad news you’ll get from reading Fascinate, by Sally Hogshead.  Indeed, an honest review against her 7 triggers of fascination, defined through exhaustive research, will make it clear to most brands that they’re hardly riveting in the eyes of stakeholders.  Which, considering that we now have the attention span of (literally) goldfish, should be troubling.

Here’s the good news: as Sally insists, we all have the potential to be fascinating.  We just have to surface that potential – which Hogshead facilitates through innumerable examples of fascination in action, along with a tangible process for making it happen.

The first step is to look your brand square in the face – if you have the guts.

(To get started, you can check your “F-score” here:

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