Fascinate

1. Fascination is a force of attraction that heightens focus and influences behavior

Fascination strips away our usual rational barriers, exposing our minds, leaving us vulnerable to influence, naked to persuasion.

Primal instinct. Fascination is an innate, involuntary response that captures our attention and influences our behavior. It's not a modern invention, but a fundamental aspect of human nature that has played a crucial role in our survival and evolution.

Beyond logic. When fascinated, we often make decisions that defy rational explanation. We might buy products we don't need, believe messages we disagree with, or act in ways that contradict our usual behavior. This is because fascination bypasses our logical thought processes and taps into deeper, more instinctive reactions.

Competitive advantage. In today's oversaturated information landscape, fascination has become a powerful tool for standing out and influencing others. Whether in personal relationships, marketing, or leadership, the ability to fascinate can be the difference between success and obscurity.

2. Seven triggers of fascination: Lust, Mystique, Alarm, Prestige, Power, Vice, and Trust

You are already using the seven triggers. The question is, are you using the right triggers, in the right way, to get your desired result?

Universal triggers. The seven triggers of fascination are universal forces that can be observed across cultures and throughout history. Each trigger taps into a different aspect of human psychology and behavior:

• Lust: Desire for sensory pleasure
• Mystique: Curiosity about the unknown
• Alarm: Response to threats or urgency
• Prestige: Pursuit of status and respect
• Power: Need for control or dominance
• Vice: Temptation to break rules
• Trust: Comfort in reliability and consistency

Customizable approach. Understanding these triggers allows you to strategically apply them to your message or brand. Different combinations of triggers can create unique and powerful forms of fascination tailored to your specific goals and audience.

3. Lust creates craving through sensory pleasure and anticipation

Lust conquers the rational evaluation process, freeing us to stop thinking, and start feeling.

Sensory engagement. Lust isn't limited to sexual attraction; it encompasses all forms of sensory pleasure and desire. Brands can trigger lust by engaging multiple senses, creating rich, immersive experiences that customers crave.

Power of anticipation. The anticipation of pleasure is often more powerful than the pleasure itself. Teasing and building anticipation can create a stronger fascination than immediate gratification. This principle applies to product launches, marketing campaigns, and personal interactions.

Emotional connection. Lust helps forge emotional bonds with customers or audiences. By focusing on feelings rather than facts, you can create deeper, more lasting connections that transcend rational decision-making.

4. Mystique intrigues with unanswered questions and limited information

Information is the opposite of mystique.

Curiosity driver. Mystique capitalizes on our innate desire to solve puzzles and uncover secrets. By withholding certain information, you create a sense of intrigue that compels people to seek answers and engage more deeply with your message.

Controlled revelation. The key to mystique is carefully managing the flow of information. Reveal enough to spark interest, but not so much that you eliminate all mystery. This balance keeps people fascinated and coming back for more.

Building mythology. Mystique can be enhanced by cultivating stories, legends, and rumors around your brand or message. These elements add depth and intrigue, encouraging people to become invested in uncovering the "truth" behind your mystique.

5. Alarm compels action through threat of negative consequences

Alarm demands a response now.

Urgency creation. Alarm triggers our fight-or-flight response, compelling immediate action. This can be used ethically to motivate positive behaviors or drive time-sensitive decisions.

Defining consequences. Clearly outlining potential negative outcomes increases the effectiveness of alarm. The more specific and immediate the consequences, the more likely people are to act.

Balancing act. While alarm is powerful, overuse can lead to panic or desensitization. Use it judiciously and always provide a clear path to avoid the negative consequences you've outlined.

6. Prestige elevates status through symbols of achievement and exclusivity

The more prestigious the item, the more valuable it becomes as a symbol of status.

Status symbols. Prestige taps into our desire for respect and admiration. By associating your brand or message with symbols of achievement, you can elevate its perceived value and appeal to those seeking higher status.

Exclusivity factor. Limiting availability or access can increase prestige. This can be done through:

• Limited editions
• Membership-only access
• High price points
• Invitation-only events

Earned prestige. The most powerful form of prestige is earned through genuine achievement or quality. Focus on creating true value and excellence, then leverage that reputation to build fascination.

7. Power commands attention and controls through domination

In the presence of power, we instinctively become submissive.

Psychological impact. Power triggers an instinctive response in humans, often leading to deference and increased attention. This can be used to establish authority and influence behavior.

Environmental control. Demonstrating power often involves controlling the environment or setting the rules of engagement. This can range from subtle cues in body language to more overt displays of authority.

Responsibility and ethics. While power is a potent fascination trigger, it must be used responsibly. Abuse of power can quickly lead to resentment and backlash, undermining your message or brand.

8. Vice tempts by encouraging rebellion against norms

Vice tempts us with "forbidden fruit," causing us to rebel against norms.

Allure of transgression. Vice fascinates by offering a taste of the forbidden. It taps into our desire to break free from constraints and experience the thrill of rebellion.

Unexpected applications. While vice is often associated with "sin" industries like alcohol or gambling, it can be applied more subtly to many brands or messages. Consider how you might encourage your audience to break from convention or indulge in small "guilty pleasures."

Balancing act. The key to using vice effectively is finding the right balance. Push boundaries enough to be exciting, but not so far that you alienate your core audience or violate important ethical standards.

9. Trust builds loyalty through consistency and reliability

Trust comforts us with certainty and reliability.

Foundation of relationships. Trust is the most enduring fascination trigger, forming the basis of long-term loyalty and engagement. It's built through consistent delivery on promises and meeting expectations over time.

Accelerating trust. While trust typically takes time to establish, there are ways to accelerate the process:

• Leverage existing trusted associations
• Provide transparent and honest communication
• Demonstrate consistent values and behavior
• Offer social proof and testimonials

Maintaining trust. Once established, trust must be carefully maintained. A single breach can undo years of trust-building, so prioritize preserving trust in all your actions and communications.

10. Evaluate and enhance your message's fascination using the Gold Hallmarks

It's not enough to want to fascinate. It's not enough to brainstorm genius concepts out the wazoo if we can't attract interest and support for our best ideas.

Measurement framework. The Gold Hallmarks provide a structured way to evaluate and enhance the fascination of your message:

1. Provokes strong and immediate emotional reactions
2. Creates advocates
3. Becomes "cultural shorthand" for a specific set of actions or values
4. Incites conversation
5. Forces competitors to realign around it
6. Triggers social revolutions

Self-assessment. Use these hallmarks to honestly evaluate your current message or brand. Identify areas where you're falling short and brainstorm ways to improve.

Continuous improvement. Fascination is not a one-time achievement. Regularly reassess your message against these hallmarks to ensure you're maintaining and enhancing your fascination over time.

11. Develop your brand's unique "fascination badges" to stand out

Badges allow employees, customers, and fans to identify themselves with you, and through you, beyond product usage.

Identity markers. Fascination badges are distinctive elements that make your brand or message unique and memorable. They can include:

• Purpose
• Core beliefs
• Heritage
• Products
• Benefits
• Actions
• Culture

Differentiation tool. By developing strong, unique badges, you create clear points of differentiation from competitors. This helps you stand out in crowded markets and create deeper connections with your audience.

Evolution and refinement. Regularly evaluate and refine your badges to ensure they remain relevant and compelling. Be willing to let go of outdated badges and develop new ones that better reflect your current identity and goals.

12. Execute your fascination strategy by overcoming barriers and tracking progress

You can't keep fascination private from your own audience. The moment you try to own it, you risk killing it.

Internal alignment. Before launching your fascination strategy externally, ensure your entire organization understands and embraces it. Build internal support and enthusiasm to create authentic, consistent execution.

Overcoming resistance. Identify and address potential barriers to fascination within your organization:

• Rigid policies or approval processes
• Fear of taking risks
• Lack of resources or support
• Overemphasis on neutrality or "playing it safe"

Measurement and iteration. Develop specific metrics to track the success of your fascination efforts. This might include:

• Social media engagement
• Customer feedback and testimonials
• Sales or conversion rates
• Brand awareness and sentiment

Regularly review these metrics and be willing to adjust your strategy based on real-world results.

Last updated: January 24, 2025