Captivology: The Science of Capturing People's Attention, by Ben Parr
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Captivology: The Science of Capturing People's Attention, by Ben Parr
Read and Download Ebook Captivology: The Science of Capturing People's Attention, by Ben Parr
LEARN THE SECRET TO CAPTIVATING YOUR AUDIENCE. In Captivology, award-winning journalist, author, entrepreneur and investor Ben Parr (Forbes 30 Under 30) presents a new understanding of attention -- how it works, why it matters, and how we leverage psychological triggers to draw and retain attention for our passions, projects, and ideas.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. The result is an insightful and practical book that will change how you assign jobs to your kids or staff, craft a multi-million dollar ad campaign, deliver your next presentation, attract users to your product, or convince the world to support your cause.AS FEATURED IN: MSNBC, CNN, ABC News, CNBC, Forbes, Los Angeles Times, The Atlantic, New York Post, Washington Post, Business Insider, Harvard Business Review, Financial Times, NPR and more."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)
Captivology: The Science of Capturing People's Attention, by Ben Parr - Amazon Sales Rank: #172180 in Books
- Brand: Parr, Ben
- Published on: 2015-03-03
- Released on: 2015-03-03
- Original language: English
- Number of items: 1
- Dimensions: 9.00" h x .89" w x 6.00" l, 1.42 pounds
- Binding: Hardcover
- 256 pages
Captivology: The Science of Capturing People's Attention, by Ben Parr Review "Throughout the book, Parr keeps readers engaged, amused and focused, proving that the science of Captivology works." - Success Magazine"Don't shout, captivate -- that's the key to capturing attention. And you don't need to be especially good-looking, loud or charismatic to do so -- there's actually a science behind it. In Captivology, Ben Parr doesn't get all geeky explaining how it works; instead he draws on examples from Beyoncé, Steve Jobs and the creators of Game of Thrones. Whether you're an entrepreneur, manager or up-and-coming worker bee, Captivology has tips for you."- New York Post"Spryly written... [Captivology] is a worthwhile read, if you can concentrate your mind." - Financial Times"If you are a marketer, salesperson, small business owner, or even if you are in the non-profit area, 'Captivology' needs to be on your nightstand and in your library." - Small Business Trends“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)“Filled with useful tips, practical advice and case studies, Captivology is a book everyone in the attention business should buy. (By the way, that’s YOU. Every. One. Of. Us.)” (Sree Sreenivasan, Chief Digital Officer, The Metropolitan Museum of Art and professor of digital media, Columbia Journalism School)“Captivology is a brilliant investigation of how one can make a mark in this world by commanding the attention of others (not easy in this incredibly fluid culture) and how we can build on that initial impression to make something tangible and lasting.” (Donal Logue, actor, producer, and director)
From the Author "Attention is the fundamental currency and lifeblood of the modern economy. Teachers can't get anything done without the attention of their students. Charities can't survive without the attention of donors. Entrepreneurs need the attention of users and customers. That's why I wrote Captivology: to help everybody capture attention for their passions, projects and ideas. This book will teach you the real science behind attention and how that utilize that knowledge effectively for whatever you're passionate about. That's why I analyzed more than 1,000 research studies and interviewed dozens of researchers and thought leaders to uncover the science of attention. I firmly believe Captivology can change the world for the better. I hope you'll take a chance and read my book." ~ Ben
From the Back Cover
Why are we captivated by sites like Facebook and Instagram, but couldn't care less about MySpace? Why do some musicians grow as popular as Beyoncé, while others never make the charts? Why do some nonprofits, such as Charity: Water, succeed in getting our donations, while other charities are ineffective? And why can't anyone seem to ever get the attention of their kids?
In Captivology, Ben Parr, former editor of Mashable and cofounder of DominateFund, reveals how and why our mind pays attention to some events, ideas, or people and not others. Vividly bringing to life the stories of en-trepreneurs, musicians, filmmakers, thought leaders, political strategists, magicians, and other masters of attention, Parr presents a new understanding of how attention works and identifies seven captivation triggers—techniques guaranteed to help you capture and retain the attention of friends, colleagues, customers, fans, and even strangers. These triggers spark our brain's attention response systems by appealing to fundamental aspects of human nature.
Combining the latest scientific research with interviews of visionaries who have successfully brought attention to their ideas, projects, and companies (Facebook's Sheryl Sandberg, film director Steven Soderbergh, LinkedIn's CEO Jeff Weiner, New York Times bestselling author Susan Cain, and more), Parr makes the case that you can rise above the noisy crowd and be heard—without having to shout.
Insightful and practical, Captivology will change how you tell your kid to clean her room, deliver your next presentation, con-vince the world to support your cause, or attract users to your product.
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Most helpful customer reviews
23 of 27 people found the following review helpful. Somewhat useful but falls short as a business book By Cheshire If this were meant to actually be a science book, I would think this was an interesting book, but as the business book it aims to be, I think it falls short. The book gets more useful in its later chapters, but the beginning of the book mostly just confirms common-sense understandings of capturing attention by showing some science and examples underneath it. There isn't a lot in the first two-thirds of the book that inspired me to find unusual and compelling new ways to capture attention. For me to love a business book, it has to have serious aha moments every page or two. Instead, what I read in this book is a lot of name-dropping ("look how many important people I spoke to!") and a bit of self-puffery ("I call this concept [newly coined cutesy buzzword]"). Also, it happened enough times that I noticed, but his descriptions of women he profiled often included appreciations of their physical beauty ("raven-haired" appeared more than once), but I didn't see the same in his descriptions of men. The physical descriptions of the women bore no relationship to the wisdom they had to impart. Right now, as the wider culture is waking up to the strong disparities of the treatment of men and women in the tech industry of which he's part, it hurts to read.Three stars because it's at least somewhat useful, but it's not a book I'm likely to return to for continued inspiration.
7 of 7 people found the following review helpful. How and why captivation “triggers” affect our attention and awareness every day, often without our being aware of it By Robert Morris There really is a science that reveals how to capture another person’s attention. In 2001, Thomas H. Davenport and John C. Beck published The Attention Economy. Theirs is a fascinating subject: ADD in the business world. Almost everyone continues to experience information overload and it's far worse now than it was 14 years ago. Some who have studied this phenomenon invoke metaphors such as a "blizzard" or “tsunami” of data. Each day, information providers find it increasingly more difficult to reach those who are most important to them. How to attract their attention? Then, how to retain that attention with what has been described as "stickiness" by the brothers Heath? After conducting an extensive research project, Davenport and Beck conclude that attention is "the new currency of business." Perhaps Michael Wolf agrees, having published a brilliant book about "the entertainment economy" in 1999; perhaps B. Joseph Pine II and James H. Gilmore agree, having published (also in 1999) a book about "the experience economy."Ben Parr shares his own thoughts about this science in Captivology whose somewhat hokey title suggests that capturing attention is far more important than merely attracting it, especially these days when the human attention span resembles a strobe light blink. Of course, as is usually the situation, there’s both good news and bad news: getting someone’s attention is good only if (HUGE if) they appreciate it rather than resent it. There are no second chances if curiosity is corrupted by deceit.These are among the several dozen passages of greatest interest and value to me, also listed to suggest the scope of Parr’s coverage in the first five chapters:o The Three Stages of Attention (Pages 13-23)o The Automaticity Trigger (28-32)o Why Did a Symbol Make Us Care About Heartbleed? (43-46)o Why Can We Hear Our Names in a Crowded Room? (49-52)o Moving Beyond Immediate Attention (55-56)o The Framing Trigger (59-62)o The Inertia of Ideas (62-65)o How Do Politicians Set the Agenda? (71-75)o The Final Word on Frames of Reference (81-82)o The Disruption Trigger (84-87)o Statistics + Finger Paints = A Surprising Lesson (88-92)o Keeping Things Significant (97-99)o Simplicity, Surprise, and Significance in Context (102-103)o The Reward Mechanism (106-110)o How to Deliver Extrinsic Rewards (113-116)o How to Deliver Intrinsic Rewards (121-122)o How to Get People to Walk Through Your Doors (126-128)o Balancing Intrinsic vs. Extrinsic Rewards (129-131)Parr provides an abundance of information, insights, and counsel based on more than 500 scientific studies of attention within the disciplines of psychology and neurology. He also conducted about 50 interviews of various thought leaders and drew upon relevant case studies. This is indeed an evidence-driven rather than theory-driven book.I was especially interested in his discussion of what he characterizes as seven “captivation triggers”; that is, psychological and scientific phenomena that evoke responses in the mind. They are:1. Automaticity: Initiate appealing sensory stimulation2. Framing: Relocate expectations to a different context3. Disruption: Eliminate expectations to create cognitive "room" for something else4. Reward: Leverage (exploiting) people's reward preferences5. Reputation: Obtain trust with credentials, track record, and reputation6. Mystery: Use mystery, uncertainty, and ambiguity to create intrigue that sustains interest7. Acknowledgement: Use humility to gain credibility with self-deprecating deferenceReaders will appreciate Parr's inclusion of dozens of stories that anchor his insights within a real-world context and frame of reference. In fact, as master manipulators such as Steve Jobs demonstrate, audiences love to be entertained but also delighted by surprise. Consider this example of an effective "plot twist" as a mystery trigger:"At the end of Apple's big presentations and project launches, when it seemed like Jobs had finished his presentation, he would come back with three little words: 'One more thing...' When he said those words, the crowd would go wild and Jobs would unveil one more surprise product."The plot twist without a spoiler is only one of dozens of means by with to capture and then maintain control of attention, be it one person or a several thousand. My own take is that the credibility of those who are masters of that process is essential to their effectiveness. Self-serving tricks and gimmicks are self-defeating. More to the point, they betray the trust that people invest with their attention. By all means use various triggers to attract attention to what you offer but make certain that what you offer is worthy of attention. Ben Parr brilliantly explains "why some ideas and ideologies are so compelling and why other ideas don't capture your attention, even if you know they should." Attention resembles trust in that both must be earned and can so quickly be lost. Yes, Steve Jobs was a master of all seven triggers but he only used them in good faith. So must anyone else and that, for me, is the most important point for aspiring captivologists to keep in mind.
15 of 20 people found the following review helpful. Looking to understand the psychology of attention, then this book is for you. By Kenneth Yeung If you're looking for tactics that you can use to get the attention of your customers, co-workers, employees, friends, and/or family, then "Captivology" may not be what you're looking for. HOWEVER, coming up with tactics isn't difficult -- it's being able to understand the thought process and psychology of grabbing people's attention. In this, Ben Parr's book accomplishes it and proves its theory. In reading "Captivology", it was pretty difficult to put it down and there were plenty of real-world examples shared proving his captivating triggers."Captivology" isn't a book filled with stories. Rather, it reads like a textbook that one might find in a academic setting. It's informative, but not dull to read. Really worth reading for anyone who's eager to hone their skills in attention-grabbing techniques. If you're in the business world, this is great to help with presentations and proposals. Working in the education space, find ways to grip the attention of students. And there's so much more that you can take with you for whatever you want to do.My full review is here: http://blog.thelettertwo.com/2015/03/01/ben-parr-captivology-the-book-review/
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