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Why are you captivated by some people but not by others? Why do you recall some brands yet forget the rest? In a distracted, overcrowded world, how do certain leaders, friends, and family members convince you to change your behavior? Fascination: the most powerful way to influence decision making. It’s more persuasive than marketing, advertising, or any other form of communication. And it all starts with seven universal triggers: Passion, Mystique, Prestige, Power, Rebellion, Alarm, and Trust.

Fascination plays a role in every type of decision making, from the brands you choose to the songs you remember, from the person you marry to the employees you hire. And by activating the right triggers, you can make anything become fascinating.

To explore and explain fascination’s irresistible influence, Sally Hogshead looks beyond marketing, delving into behavioral and social studies, historical precedents, neurobiology and evolutionary anthropology, as well as conducting in-depth interviews and a national study of a thousand consumers, to emerge with deeply rooted patterns for why, and how, we become captivated.

Hogshead reveals why the Salem witch trials began with the same fixations as those in Sex and the City. How Olympic athletes are subject to obsessions similar to those of fetishists. How a 1636 frenzy over Dutch tulip bulbs perfectly mirrors the 2006 real estate bubble. And why a billion-dollar “Just Say No” program actually increases drug use among teens, by activating the same “forbidden fruit” syndrome as a Victoria’s Secret catalog.

Whether you realize it or not, you’re already using the seven triggers. The question is, are you using the right triggers, in the right way, to get your desired result? This book will show you.

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Do you cringe at the idea of a mindless job spent shuffling papers and sneaking out at 4:59? Do you want joy and meaning from work? Do you want to kickstart momentum, attack bigger possibilities, and get excited about Monday mornings? If so, welcome.

Radical Careering doesn’t function like traditional career books. It doesn’t bother with the standard ‘hang in there, kitty motivation, or the superficial niceties of your handshake grip. Instead, it’s about something infinitely more powerful: building the ultimate version of yourself.

The reality is you already have everything you need to become great. That isn’t in any book, only in yourself. Only by expressing your truest self can you uncover and maximize your own ultimate competitive advantage. Radical Careering helps you visualize your no-compromises future, so you can start to build it, piece by piece.


A jolt to the old way of thinking about careers; a handbook of new thinking that will help you survive, strive and thrive in the radically new world of work.”
– Jeff Taylor, founder of

Take inventory of your strengths, identify your passions, then do everything in your power to carve your career toward them. Want to know how? Read this book.
– Marcus Buckingham, New York Times #1 bestselling author

Hogshead’s powerful strategies will teach you how to drive your own success, by having the fearlessness, daily courage, and curiosity to jump in the deep end and swim with real purpose.
– Lee Ann Daly, Executive VP of Marketing at ESPN

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