What Happened to LUST and VICE?

In the book FascinateL Your 7 Triggers to Persuasion and Captivation, Sally Hogshead outlined the same seven triggers that the Fascinate System, and the premise of her 2014 book How the World Sees You is based on. But if you’ve read the book, you’ll notice that two of the triggers have different names: LUST and VICE.

When Sally and her research group started to move away from looking at how brands fascinate and started focusing strongly on how people fascinate, they realized that LUST and VICE were feelings and states-of-mind that brands evoked.

But for people, it worked a bit differently. For people, it was about PASSION and INNOVATION.

The revised edition of Fascinate came out in 2015. In that one, all 7 triggers were retooled to fit the Fascinate System framework. The Fascinate System can help you attract potential customers and better recruit and retain talent—now.

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About the author

Sally Hogshead

Sally skyrocketed to the top of the advertising world in her early 20s, fascinating millions of consumers for clients such as MINI Cooper and Coca-Cola. Since then, she’s published two New York Times bestsellers on the science of fascination, and is one of only 172 living members in the Speaker Hall of Fame. Over a million professionals have taken the Fascination Advantage® personality test to discover how others perceive their communication.

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