Quotes from Sally Hogshead

have the biggest budget, or be the most fascinating.

Mystique can add anticipation and curiosity to any relationship, from new business pitches to social invitations, by motivating others to return for more.* There are four main ways to trigger mystique's delicate balance: Spark curiosity. Withhold information. Build mythology. And limit access. Begin by sparking an intense behavioral motivator: curiosity.

Of the seven triggers, this is the most nuanced, and perhaps the most difficult to achieve. Mystique invites others closer, without giving them what they seek.

People identify with fascinating brands: They identify themselves, their opinions, and their community. (As the commercial says, "Are you a Mac, or PC?")

If you want to increase perceived value for you and your work, you need to focus on who you are, rather than what you do.

The fact is that the financial advisor must find ways to distinguish himself not just during the initial sales process, but equally importantly on an ongoing basis to keep his clients from going elsewhere.

fascination has little to do with what you say, and everything to do with what you inspire others to say about your message. Fascinating people, like fascinating companies, don't try to explain why they're fascinating. (Explaining to people why you're fascinating is about as effective as explaining to an employee why you deserve respect,

When you're in the zone, you're more likely to have an epiphany or reach a solution. As you become less self-conscious, you're more confident, which feels emotionally gratifying.

When we see something we want to eat, when we receive praise, and even when we hug our children, our mouths literally water," says Huron. In any type of pleasure state, our mouths produce more saliva. Our tongue moves more fluidly within the mucous membranes of our mouth, creating what Huron calls "oral wetness cues." Oral wetness is a subtle and involuntary reflex; however, it broadcasts our emotional state.

For marketers, it's not about marketing a message—it's about getting the market to create messages about you.

It turned out that experienced meditators activated the parts of the brain that suppress interruptions and they were able to completely block out the beeps. They protected their own state of fascination.