Sally Hogshead, a brand consultant and speaker, that explains how to leverage fascination to persuade and influence others. Hogshead identifies seven triggers that drive fascination: Lust, Mystique, Alarm, Prestige, Power, Vice, and Trust. She then applies these triggers to specific examples in business, politics, media, and personal life, offering insights into how they operate in a range of contexts. She provides a methodology to develop "fascinating badges" for individuals and brands and argues that fascination is a powerful tool for building long-lasting relationships with customers, employees, and audiences.