Book excerpt: “Fascinate is a riveting journey through the forces of fascination—how it irresistibly shapes our ideas, opinions, and relationships—and how to wield it to your advantage.” — Alan Webber, author of Rules of Thumb In Fascinate, advertising and media personality Sally Hogshead explores what triggers fascination—one of the most powerful ways to attract attention and influence behavior—and explains how companies can use these concepts to make their products and ideas irresistible to consumers. Marketing professionals of every ilk will find much of use in the pages of Fascinate; in the words of business guru Tom Peters, “fascination is arguably the most powerful of product attachments,” and Fascinate a “pioneering book [that] helps us approach the word and the concept in a thoughtful and also practical manner.”