Why are you captivated by some people but not by others? In a distracted, overcrowded world, why are some brands fascinating while many (most) fail to truly intrigue us?
Fascination. It’s in the songs you remember, the person you marry, the employees you hire … and the brands you love. It’s more persuasive than marketing or advertising. In our experience, it’s the most powerful way to influence decision-making.
But where does fascination come from? What triggers it? And how does a company put those triggers to use?
Fascination starts with universal triggers: lust, mystique, alarm, prestige, power, vice, and trust. By activating the right triggers, you can make anything fascinating. To activate fascination’s irresistible influence, we look beyond marketing clichés and delve into customer’s behavioural and social studies, historical precedents, neurobiology and evolutionary anthropology, as well as conducting in-depth interviews, to emerge with deeply rooted patterns for why, and how, we become captivated.
Whether you realise it or not, you’re already using these triggers. The question is, are you using the right triggers, in the right way, to get your desired result?
Is your business or brand ready to shift from an Information-based Economy to the Fascination-based Economy?
We once lived in a goods-based economy, then moved to a service-based economy; then came the information economy and the experience economy. Now, as companies struggle again for new ways to differentiate themselves, it’s the Fascination Economy. Fascination is the new force of attraction. Rather than merely selling goods or services or experiences, successful brands will begin to charge for the value of their fascination. Companies that can help consumers feel more fascinated in their own lives, or more fascinating in their relationships, not only will win the sale, but will earn consumers who actively seek out those products.