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15MasterPrintGroupx13connectVol2Issue22012bookrecommendationBecomingacaptivatingpersonorbuildingapopularbrandisallrootedintheideaoffascination.AuthorSallyHogsheaddetailswhyfascinationisthemostpowerfulwaytoinfluencedecision-making.Inhernewbookaptlynamedx1cFascinationx1dHogsheadlooksbeyondmarketinganddelvesintobehavioralandsocialstudieshistoricalprecedentsneurobiologyandevolutionaryanthropology.Shealsoconductsin-depthinterviewsandanationalsurveywithathousandconsumerstoemergewithdeeplyrootedpatternsforwhyandhowwebecomecaptivated.Byhighlightingwhatshedeemstheseventriggerstofas-cinationx13powertrustmystiqueprestigevicealarmandlustx13Hogsheadshowshowwecandrawpeopletous.Herstyleisfunandlightwhichhelpsmakeyouthinkabouthowweareperceivedandhowwewillsucceedgoingforward.Manymarketingandself-improvementbookssaythesamethingsindifferentways.ButHogs-headx19sbookisdifferent.Thefirstparttalksaboutthemeaningoffascina-tionandwhyitisanecessaryskillforsuccess.Thesecondpartexplainshowandwhyeachtriggerhasaneffectwhilethefinalpartoffersconcretestrategiesonhowtodevelopmeasureandexecuteyourstrategytofascinate.Hogsheaddoesanexcellentjobinfindingprovocativeandsur-prisingwaystomakeherpoints.Herinsightsaredeepintuitiveandoftencounter-intuitive.Evenwhilesomeofthecasestudiesandanalogiesshechoosesareoffthewalltheystillhitthemark.Thisisarefreshingapproachforthosewhohavereadalotofbooksonbrandingmarketingandsocialmedia.Inanutshellthebookisfascinatingx13onethatwewouldhighlyrecommend.FascinateAuthoredbySallyHogsheadItx19stoughtogetnoticedthesedays.Whetheryoux19reasalespersonortheleaderofanorganizationtheartofbecomingfascinatingtothosearoundyouisadifficulttask.Discoveringwhatinitiatesfascinationisevenmoreofachallenge.thisisarefreshingapproachforx15hosewhohavereadalox15ofbooksonbrandingmarkex15ingandsocialmedia.