Fascinate

"Fascination will be the most precious currency of the twenty-first century." How can you become or build something utterly fascinating?

1. Fascination is rooted in human evolution

Fascination is a survival tool ingrained in our biology. Just as animals attract mates or avoid predators by captivating or alarming others, humans are wired to both experience and project fascination. This ensures social bonding and effective communication.

Babies, for instance, show prolonged attention to human faces compared to other visuals, revealing our natural inclination to connect socially. From an early age, our focus gravitates towards what seems compelling, laying the groundwork for developing relationships and societal cohesion.

Furthermore, fascination isn’t about being taught; it’s instinctive. Look at flirting, which transcends culture, language, and era. Everyone has an innate sense of how to engage others, even if they may not consciously understand the cues they use.

Examples

• The peacock uses its vibrant feathers to captivate a mate.
• Babies fixate on human faces to build emotional bonds.
• Flirting occurs naturally across all geographies and cultures, requiring no coaching yet producing predictable outcomes.

2. Lust drives irrational decisions

Lust isn’t purely physical; it’s the anticipation of pleasure, and this excitement often outweighs the act itself. Desire captivates us because we love imagining how something will feel or satisfy us.

An experiment on monkeys revealed that their brain activity surged when anticipating a grape, more than when consuming it. The sheer thrill of looking forward to something ignites fascination far beyond the actual experience. The same principle applies to how humans are drawn toward luxury items, associating them with tactile or social pleasure.

Retailers capitalize by designing products that beckon touch or visual allure. For instance, clothes made of lush fabrics can mesmerize shoppers, nudging them toward hefty purchases they might not otherwise consider.

Examples

• Monkeys showed peak brain stimulation while anticipating a grape rather than eating it.
• Shoppers flock to soft-touch clothing despite higher costs.
• Rare restaurant dishes marketed with uniqueness trigger dining anticipation.

3. Mysteries compel us to uncover answers

The allure of the unknown hooks us. Mystique thrives on our insatiable urge to solve riddles or uncover what’s behind locked doors. This trigger thrives when there’s deliberate ambiguity or secrecy around a product, person, or event.

Consider Coca-Cola’s fabled recipe. By keeping it under wraps for over a century, the brand intrigues consumers who can't stop speculating on the drink's unique formula. Similarly, Los Angeles's Crustacean restaurant hides its special garlic crab preparation in a secret kitchen space, building a sense of exclusivity.

Humans can’t resist the itch to decode and discover. From suspense stories to secret menus, the draw of mystique proves that limited access also equals persistent imagination.

Examples

• Coca-Cola’s enigmatic formula stirs global curiosity and loyalty.
• Crustacean’s secret kitchen heightens its garlic crab dish’s reputation.
• Tabloid mysteries about public figures keep us endlessly intrigued.

4. Threats command immediate attention

Nothing jolts us quite like danger. Alarm, as a trigger, sharpens our focus and prompts immediate action. Whether it’s a deadline or a looming threat, fear can push our fascination buttons.

Teenagers, for example, responded strongly to the fear of losing their driving licenses, far more than graphic campaigns showing the consequences of drunk driving. The relevance of a threat determines how effective its alarm appeal will be in gaining attention and instigating behavior change.

Brands often harness this with limited-time offers or scarce inventory. The fear of missing out (FOMO) activates this trigger, pushing customers toward decisions they wouldn’t typically rush.

Examples

• Countdown offers on TV shopping channels incite quick purchases.
• Teenagers were more concerned about losing licenses than car crash fatalities.
• Last-minute tax-filing warnings spark sudden concern.

5. Prestige amplifies social ranking

Prestige is about exclusivity and raising status, embodying the human desire to stand out and gain social admiration. Products or opportunities framed as rare or luxurious stir this trigger.

Things like a Michael Kors purse or a pink Cadillac from Mary Kay are designed to feel tantalizingly out of reach for most. These items don’t just serve a purpose; they symbolize elevated rank. Seeing others carry such symbols creates aspiration and drives brand loyalty.

Restricted availability, branding on display, and aspirational aesthetics all encourage a pursuit of greater recognition and value through material possession.

Examples

• Michael Kors designs amplify desirability through high price tags.
• Mary Kay’s incentive for top employees embodies prestige with pink Cadillacs.
• Designer branding signals wealth, pushing exclusivity into everyday wear.

6. Power influences through control

Commanding attention doesn’t require brute force. Power as a trigger is about control, influence, and the magnetism of authority. Even subtle hints of dominance fascinate people into willingly staying connected.

In a quirky Los Angeles diner, customers stay engaged despite (or because of) being scolded for ordering the wrong meals. Contrarily, a CEO might use soft power by creating calm, focused environments for discussions, shaping participants’ actions positively.

This trigger doesn’t need ostentatious displays; even small actions reflecting control can center a person, brand, or concept in relevant conversations.

Examples

• A domineering restaurant enforces strict ordering rules to draw customers.
• CEOs improve meeting productivity with minor environmental tweaks.
• Nations and businesses alike exploit or emphasize power to gain and retain followers.

7. Vice entices through forbidden indulgence

The forbidden draws us in faster than we care to admit. Vice is a trigger that leverages curiosity and temptation to make things irresistible. Telling someone something is off-limits often makes it all they can think about.

Rule-breaking examples include Prohibition-era alcohol consumption increasing despite bans or unconventional designs like the black Vietnam Memorial taking center stage. Deviance captivates, be it through underdog creativity or intentionally bending the rules.

Brands play into this by building edgy narratives or subtle ways for consumers to stray from conventional norms.

Examples

• U.S. Prohibition led to even higher alcohol consumption.
• Devices with “secret” features fuel fascination, even if risky.
• Offbeat monuments spark debate and draw attention.

8. Trust reinforces consistency and loyalty

Trust grows through repetition and a record of reliability. Brands like McDonald’s have become global symbols of comfort precisely because every visit delivers known outcomes.

When tested, trust is fragile but recoverable with swift action. Odwalla faced public outrage after an unfortunate contamination incident but rebuilt faith by developing new safety techniques without compromising flavor.

Consistency calms us, proving why it cements customer loyalty better than any other promise.

Examples

• McDonald’s brand familiarity assures diners worldwide.
• Odwalla innovated its pasteurization process to regain customer trust.
• Children favored chicken nuggets wrapped in McDonald’s branding over identical plain-packaged ones.

9. Align fascination with audience values

Becoming fascinating isn’t just about harnessing one trigger; it’s a mix tailored to your subject. Evaluate first, look inward, and attach your unique aspects to the right audience desires.

When building a strategy, examine elements of your history or offerings. Nike’s creative use of a waffle iron story to connect with customers embodies mystique. Similarly, Disney combines trust and mystique by making nostalgia and wonder inseparably tied to their parks.

Doubling down on authenticity, paired with understanding your appeal, amplifies resonance.

Examples

• Nike uses historic anecdotes like the waffle iron for clever branding.
• Disney builds seamless trust through nostalgic and surprising narratives.
• Whisky brands personalized customer barrels for loyalty and community ties.

Takeaways

1. Avoid overwhelming your audience with everything at once; selectively deploy fascination triggers to maximize impact.
2. Build stories and mystique around your business or craft items, so customers uncover layers over time, engaging them deeper.
3. Trust requires nurturing; stay consistent and address challenges openly while maintaining core values.