Captivology: The Science of Capturing People's Attention
Format: PDF / Kindle (mobi) / ePub
Parr combines the latest research on attention with interviews with more than fifty scientists and visionaries--Facebook's Sheryl Sandberg, film director Steven Soderbergh, LinkedIn CEO Jeff Weiner, magician David Copperfield, New York Times bestselling author Susan Cain, Nintendo's Shigeru Miyamoto, and more--who have successfully brought their ideas, projects, companies, and products to the forefront of cultural consciousness.
"Throughout the book, Parr keeps readers engaged, amused and focused, proving that the science of Captivology works." - Success Magazine
"Sensible... Spryly written... [Captivology] is a worthwhile read, if you can concentrate your mind." - Financial Times
"Parr gets it: To succeed in a world where attention is scarce, captivating audiences at every level is a skill that everyone needs. Captivology will show you how to capture other people's attention, whether you are teacher, entrepreneur, musician, or simply a dreamer with a big idea." - Adam Braun, New York Times bestselling author of The Promise of a Pencil)
"The Internet has made it easier to communicate but also more challenging to be heard. Ben Parr's Captivology applies recent discoveries in psychology and neuroscience to the attention economy so that anyone can rise over the crowd and stand out." - Craig Newmark, founder, Craigslist)
pay attention to. Imagine if you were a German soldier on the move to the next battle—what sounds are going to catch your attention? You can only imagine how salient the sound of tanks or the sight of parachuting troops would be for soldiers, generals, and recon officers. The Ghost Army successfully caught immediate attention with salient sounds and held it through short and long attention. Moving Beyond Immediate Attention My goal in this chapter has been to highlight the impressive
New York City in 2006, though, she decided to try a different path. While Joshua Bell may famously have played once in a subway station, Susan does it two to four times a week, throughout the year, through heat waves and blizzards. “I feel like an ambassador for classical music, trying to promote it to the masses,” Susan tells me.9 Susan is a common sight around New York’s subways and next to the Christopher Columbus statue in Central Park on the weekends. I later learned that it wasn’t
you’re missing out,” Elman explained. “If I’m not paying attention to Facebook, then I’m totally missing out.” He emphasizes that the fear of missing out drives daily interaction.24 It helps explain why LinkedIn, for example, added LinkedIn Today, a portal with the most important professional and business news. Making people feel like they will miss out if they’re not using your product or listening to your ideas is yet another way to create scarcity, set the agenda, and capture attention. Now
one Twitter user. Publications like BuzzFeed started publishing stories about the tweet that went viral. And all the while, Sacco’s tweet remained: she was still on her flight, blissfully unaware of the firestorm building around her. At around five thirty P.M., a little more than seven hours after her tweet, the hashtag #HasJustineLandedYet started gaining momentum. In a few short hours, it became a global trending topic. Intrepid Twitter users figured out which flight Sacco was on and tweeted
back. When attention is given by one party and then returned by another, it becomes reciprocal attention. Reciprocal attention is the basis of the Acknowledgment Trigger’s captivating power. For Kina Grannis—our soulful musician—her rise to popularity validated Digg’s community and its power to propel somebody to fame. But as she started making more and more videos, she started developing empathy for and an understanding of who her fans were and why they appreciated her genuine, quirky nature.