Summary of Fascinate

Looking for the book?
We have the summary! Get the key insights in just 10 minutes.

Fascinate book summary


8 Overall

8 Applicability

7 Innovation

8 Style


Becoming fascinating is the best way for your product to stand out from the crowd. You can create a brand identity so interesting and distinctive that consumers will be irresistibly attracted to it, as they are to Apple, Tiffany, Coca-Cola and Google. Brand consultant Sally Hogshead shines a marketing spotlight on the potential power of fascination, details its seven triggers and explains how to use them to increase your product’s attractiveness. A clear, strong writer, Hogshead provides a compelling report on how fascination shoots a desire like an arrow directly to the primitive limbic brain, bypassing rational processing and evaluating. getAbstract believes marketing professionals will learn a lot from Hogshead’s insightful report. Their challenge will be applying her branding magic to make their companies and products truly fascinating to consumers. Of course, Apple’s Steve Jobs and Amazon’s Jeff Bezos do it, but they are authentic marketing geniuses. Indeed, that is what makes them so fascinating.

In this summary, you will learn

  • How to use seven triggers to make your product, your service or yourself fascinating to others;
  • How the brain responds to these triggers;
  • What fascination can accomplish commercially and
  • Why and how it makes your brand and its message compelling.

About the Author

Sally Hogshead is a keynote speaker, brand expert and award-winning writer. After starting as an advertising writer, she’s now a brand consultant for world-class companies. She has been interviewed in various media such as The New York Times and the Today show.



The Curse of Fascination
In Salem, Massachusetts, in 1692, the village elders put Giles Corey to death in gruesome fashion – he was cruelly crushed with large stones – for the crime of “fascination.” During his trial, the jury ruled that he had mesmerized the villagers, causing them to...

Comment on this summary

  • Avatar
  • Avatar
    Guest 8 years ago
    In order to provide good service nowadays, you must provide the customer with an entirely new experience that engages them from the very beginning to the end. I think this is what she means by Lust?
    • Avatar
      Guest 8 years ago
      Hi Laura, yes I believe so. Lust is that marketing trigger that gets customers to begin thinking about your product and then continue thinking about it until they just give in and buy it. It is a very powerful tool! Would all products benefit from this trigger or would other triggers presented in the summary be a better fit - depending on the product?

More on this topic

By the same author

Customers who read this summary also read

More by category