People vs. Brands

We began by studying what makes brands and products fascinating. Then we discovered how to take the same system and apply it to people, like you.

Having a great product means nothing if you can’t sell it

In 2006 we began studying why certain messages earn attention, but others are ignored. Our interdisciplinary study gave us a well-rounded perspective on the science of fascination. It revealed patterns of communication we hadn't seen before.

In 2010 How To Fascinate CEO and Founder, Sally Hogshead, published Fascinate: Your 7 Triggers to Persuasion and Captivation.

The book sought to answer questions such as: Why are some brands and people more captivating and memorable than others? In a distracted, overcrowded world, how do some leaders break through the noise to influence behavior, beliefs, and buying decisions?

This first edition of Fascinate was an instant hit. It was translated into more than twelve languages and became a guidebook to marketing without a six-figure budget.


Female CEOs lead with almost three times more Passion than their male counterparts. Male CEOs, in contrast, are twice as likely to have primary Power than the women.

Fascinating People

By the end of 2010 we had developed the first algorithm in the world to measure what makes someone fascinating.

Today, we can map an entire organization. We've tested groups within companies like AT&T, New York Life, California Pizza Kitchen, Cisco, Intel, Qualcomm, and State Farm. We've shown those organizations how each team member can use his Advantages when communicating with customers and co-workers.

Now, we can even compare your organization's results to our average test population, so that you can differentiate your company from your competition.

Our system teaches employees how to unlock their natural personality advantages to be more persuasive, influential and make meaningful connections with others. Rather than focusing on what’s “wrong” with your organization, we energize and inspire your employees, creating a vibrant culture of optimism and high performance.

Unlike other personality tests, which measure how you see the world, the Fascination Personality Test measures how the world sees you.