leading us to pay attention to everything and nothing at the same time. So how exactly are you supposed to get your
leading us to pay attention
leading us to pay attention to everything and nothing at the same time.
how it handles and sorts information,
how companies and advertisers have used this knowledge to their great advantage.
crucial role that dopamine plays in how we pay attention;
Vitaminwater grabbed our attention by using the power of the
Vitaminwater grabbed our attention by using the power of the crowd;
less than a quarter of what we’re bombarded with now.
Two decades ago, people were only exposed to 48 newspapers worth of information – less than a quarter of what we’re bombarded with now.
creating content is a no-brainer. YouTube, blogs, Instagram: such tools make the generation of new information as simple as a couple of clicks.
the only way to stay abreast of it all is to divide our attention.
fragmented attention span, a tendency to continually multitask and high levels of distractibility.
Take your average start-up. They need: the attention of investors; the press to write about them; users for their product; and people for their team.
habits of unproductivity we’ve all developed by trying to deal with the daily avalanche of irrelevant information.
the start-up has competitors, too, and also has to overcome the habits of unproductivity we’ve all developed by trying to deal with the daily avalanche of irrelevant information.
Just think of Facebook and how dependent it is on having our attention.
And being “good enough” no longer cuts it. For example, we all know some musicians who have incredible talent, but don’t exactly catapult their audience or the press into Beatlemania-like ecstasies.
you first need to attract people’s immediate attention, which is governed by the body's automatic responses and reflexes.
Meaning, once you have immediate attention, you need short attention.
That’s when we choose to pay attention to something novel.
Meaning, once you have immediate attention, you need short attention. That’s when we choose to pay attention to something novel. When this happens, all relevant information is stored in our working memory where it can be easily erased if there’s a big enough distraction.
short attention is sparked by the neurotransmitter dopamine, which we produce when we see something new.
However, when our attention is fueled by our own knowledge and experience, we’re able to focus on something for a long period of time.
Why? She spent years familiarizing people with her and her work so that they simply paid attention to her by default.
Building a big fire requires patience and plenty of kindling; gaining long-term attention is the same.
drop-dead gorgeous person wearing a bright red shirt? Of course you don’t.
Remember the last time you totally ignored a drop-dead gorgeous person wearing a bright red shirt? Of course you don’t.
our brain sifts through information in our environment without our being conscious of it, and beauty and loud colors snap up our attention whether we like it or not.
we use general rules – known as heuristics – to make quicker and better decisions
we use general rules – known as heuristics – to make quicker and better decisions about them.
we’re biologically wired to notice particular colors, as they can signal opportunity – such as that attractive, red-shirted person – or risks, like that yellow-striped wasp.
changing the color of an online sign-up button from green to red can boost the number of subscriptions by up to 33 percent.
link your message to symbols or ideas that capture attention.
the brain is an associative machine, connecting all of our experiences to words, images, meanings and feelings.
In 2014, a software bug surfaced that enabled hackers to remotely read communication, retrieve passwords, account details, credit card numbers and so on. By giving the bug a name – “Heartbleed” – and assigning it a logo depicting a red heart dripping with blood, security company Codenomicon grabbed attention, raising public awareness about the dangers of the bug.
hold their short attention.
your choices are all about your frame of reference.
Politicians frequently use framing – by, for example, referring to “gun safety” instead of “gun control.”
adapt your message to the audience’s frame of reference to hold their short attention.
get to know the cultural norms and opinions that influence them.
Revlon, a company that promoted camellia-scented perfume in Brazil, didn’t realize that, in Brazil, this flower is traditionally used for funerals. The company didn’t adapt to their audience’s cultural norms and the perfume was a total failure.
Second, highlight the importance of your topic by invoking the fear of missing
Second, highlight the importance of your topic by invoking the fear of missing out. Our
Second, highlight the importance of your topic by invoking the fear of missing out.
highlight the importance of your topic by invoking the fear of missing out.
highlight the importance of your topic by invoking the fear of missing out. Our innate fear of scarcity concentrates our attention on what we might be missing.
limiting access to your product, doing things like selling only one item per day. This will frame your product as unique and precious. One former Facebook manager says that Facebook attracts our attention by offering information
limiting access to your product, doing things like selling only one item per day.
Facebook attracts our attention by offering information you can only get when using the site; this feeds our anxiety about missing out, driving us to sign up.
dopamine, that neurotransmitter?
We actually check our smartphones around 110 times a day. Why? Remember dopamine, that neurotransmitter? Well, we release dopamine when we experience new things, which is why we get excited when our smartphone beeps. Could it be a new text? An email? Some important news? We’re driven by the promise of something pleasurable, or a potential reward,
motivate us for a brief spell, but don’t hold our attention.
Extrinsic rewards motivate us for a brief spell, but don’t hold our attention.
Extrinsic rewards motivate us for a brief spell, but don’t hold our attention. These include tangible things such as money, food and prizes. Once we have them, our attention dwindles and we look for the next reward. This is why external rewards
Extrinsic rewards motivate us for a brief spell, but don’t hold our attention. These include tangible things such as money, food and prizes. Once we have them, our attention dwindles and we look for the next reward. This is why external rewards get us to do something, but don’t push us to excel or make us enjoy the work.
When we’re intrinsically motivated, we do things because they satisfy our internal desires for things like independence, power, romance and status.
reading a book because you want to learn something. The first is extrinsic motivation and the latter is intrinsic.
Knowing what motivates your audience and helping them obtain intrinsic rewards is the ideal way to keep them engaged.
Take Google, which allows its employees one day per week to work on something that interests them.
Take Google, which allows its employees one day per week to work on something that interests them. This fosters curiosity, autonomy and independence, which all pave the way to intrinsic reward.
intrinsic rewards will win you loyalty and long-term attention. The Reputation Trigger: use people’s trust in experts, authority and the crowd to build a reputation.
intrinsic rewards will win you loyalty and long-term attention.
After Edward Snowden released documents on the NSA’s activities, the trust of the American people in their government dropped from 53 percent to 16 percent.
crowds are exactly what determine a good reputation. While one expert can make a mistake, we tend to think that 1,500 people who love one particular restaurant can’t be wrong! In accordance with this, a one-star increase in rating on restaurant review site Yelp boosts the revenue of a restaurant by five to nine percent!
reputation. While one expert can make a mistake, we tend to think that 1,500 people who love one particular restaurant can’t be wrong! In accordance with this, a one-star increase in rating on restaurant review site Yelp boosts the revenue of a restaurant by five to nine percent!
we tend to think that 1,500 people who love one particular restaurant can’t be wrong! In accordance with this, a one-star increase in rating on restaurant review site Yelp boosts the revenue of a restaurant by five to nine percent!
we believe in the judgments of crowds and often go along with them because we don't want to risk social alienation.
Give them the power of participation
outsource the flavor, label design and bottle design to the masses
Over 40,000 people took part, and the new drink – black
Over 40,000 people took part, and the new drink – black cherry and lime – was a roaring success.
“It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you’ll do things differently.” - Warren Buffett
We have an innate desire to be recognized, validated and understood.
Attention is also reciprocal, meaning we pay attention to what pays attention to us. So we pay attention to someone flirting with us, as they give us feelings of validation.
we like Facebook not so much because we can see what our friends are doing, but because our friends are paying attention to
we like Facebook not so much because we can see what our friends are doing, but because our friends are paying attention to us.
The company gave its audience the chance to contribute, putting trust in their judgment and giving them the authority to decide on the new product.
Remember Vitaminwater? The company gave its audience the chance to contribute, putting trust in their judgment and giving them the authority to decide on the new product.
The most effective trigger is the acknowledgment trigger, as it appeals to our basic needs.
What do you do if your idea or company is too young to have a reputation? Well, if you’re a start
Well, if you’re a start-up, for example, and want a journalist to write about you, or you need an investor to finance you, make sure to lead your pitch with a validation or recommendation from someone who does have a reputation.
Different forms of attention are at the root of our motivations and behavior,
“funded by GoogleVentures.”
how and why we integrate certain products into our daily routines habits,
concrete advice on how companies can make their products habit-forming,
captivate your audience,
leading us to pay attention to everything and nothing at the same time. So how exactly are you supposed to get your
leading us to pay attention
leading us to pay attention to everything and nothing at the same time.
how it handles and sorts information,
how companies and advertisers have used this knowledge to their great advantage.
crucial role that dopamine plays in how we pay attention;
Vitaminwater grabbed our attention by using the power of the
Vitaminwater grabbed our attention by using the power of the crowd;
less than a quarter of what we’re bombarded with now.
Two decades ago, people were only exposed to 48 newspapers worth of information – less than a quarter of what we’re bombarded with now.
creating content is a no-brainer. YouTube, blogs, Instagram: such tools make the generation of new information as simple as a couple of clicks.
the only way to stay abreast of it all is to divide our attention.
fragmented attention span, a tendency to continually multitask and high levels of distractibility.
Take your average start-up. They need: the attention of investors; the press to write about them; users for their product; and people for their team.
habits of unproductivity we’ve all developed by trying to deal with the daily avalanche of irrelevant information.
the start-up has competitors, too, and also has to overcome the habits of unproductivity we’ve all developed by trying to deal with the daily avalanche of irrelevant information.
Just think of Facebook and how dependent it is on having our attention.
And being “good enough” no longer cuts it. For example, we all know some musicians who have incredible talent, but don’t exactly catapult their audience or the press into Beatlemania-like ecstasies.
you first need to attract people’s immediate attention, which is governed by the body's automatic responses and reflexes.
Meaning, once you have immediate attention, you need short attention.
That’s when we choose to pay attention to something novel.
Meaning, once you have immediate attention, you need short attention. That’s when we choose to pay attention to something novel. When this happens, all relevant information is stored in our working memory where it can be easily erased if there’s a big enough distraction.
short attention is sparked by the neurotransmitter dopamine, which we produce when we see something new.
However, when our attention is fueled by our own knowledge and experience, we’re able to focus on something for a long period of time.
Why? She spent years familiarizing people with her and her work so that they simply paid attention to her by default.
Building a big fire requires patience and plenty of kindling; gaining long-term attention is the same.
drop-dead gorgeous person wearing a bright red shirt? Of course you don’t.
Remember the last time you totally ignored a drop-dead gorgeous person wearing a bright red shirt? Of course you don’t.
our brain sifts through information in our environment without our being conscious of it, and beauty and loud colors snap up our attention whether we like it or not.
we use general rules – known as heuristics – to make quicker and better decisions
we use general rules – known as heuristics – to make quicker and better decisions about them.
we’re biologically wired to notice particular colors, as they can signal opportunity – such as that attractive, red-shirted person – or risks, like that yellow-striped wasp.
changing the color of an online sign-up button from green to red can boost the number of subscriptions by up to 33 percent.
link your message to symbols or ideas that capture attention.
the brain is an associative machine, connecting all of our experiences to words, images, meanings and feelings.
In 2014, a software bug surfaced that enabled hackers to remotely read communication, retrieve passwords, account details, credit card numbers and so on. By giving the bug a name – “Heartbleed” – and assigning it a logo depicting a red heart dripping with blood, security company Codenomicon grabbed attention, raising public awareness about the dangers of the bug.
hold their short attention.
your choices are all about your frame of reference.
Politicians frequently use framing – by, for example, referring to “gun safety” instead of “gun control.”
adapt your message to the audience’s frame of reference to hold their short attention.
get to know the cultural norms and opinions that influence them.
Revlon, a company that promoted camellia-scented perfume in Brazil, didn’t realize that, in Brazil, this flower is traditionally used for funerals. The company didn’t adapt to their audience’s cultural norms and the perfume was a total failure.
Second, highlight the importance of your topic by invoking the fear of missing
Second, highlight the importance of your topic by invoking the fear of missing out. Our
Second, highlight the importance of your topic by invoking the fear of missing out.
highlight the importance of your topic by invoking the fear of missing out.
highlight the importance of your topic by invoking the fear of missing out. Our innate fear of scarcity concentrates our attention on what we might be missing.
limiting access to your product, doing things like selling only one item per day. This will frame your product as unique and precious. One former Facebook manager says that Facebook attracts our attention by offering information
limiting access to your product, doing things like selling only one item per day.
Facebook attracts our attention by offering information you can only get when using the site; this feeds our anxiety about missing out, driving us to sign up.
dopamine, that neurotransmitter?
We actually check our smartphones around 110 times a day. Why? Remember dopamine, that neurotransmitter? Well, we release dopamine when we experience new things, which is why we get excited when our smartphone beeps. Could it be a new text? An email? Some important news? We’re driven by the promise of something pleasurable, or a potential reward,
motivate us for a brief spell, but don’t hold our attention.
Extrinsic rewards motivate us for a brief spell, but don’t hold our attention.
Extrinsic rewards motivate us for a brief spell, but don’t hold our attention. These include tangible things such as money, food and prizes. Once we have them, our attention dwindles and we look for the next reward. This is why external rewards
Extrinsic rewards motivate us for a brief spell, but don’t hold our attention. These include tangible things such as money, food and prizes. Once we have them, our attention dwindles and we look for the next reward. This is why external rewards get us to do something, but don’t push us to excel or make us enjoy the work.
When we’re intrinsically motivated, we do things because they satisfy our internal desires for things like independence, power, romance and status.
reading a book because you want to learn something. The first is extrinsic motivation and the latter is intrinsic.
Knowing what motivates your audience and helping them obtain intrinsic rewards is the ideal way to keep them engaged.
Take Google, which allows its employees one day per week to work on something that interests them.
Take Google, which allows its employees one day per week to work on something that interests them. This fosters curiosity, autonomy and independence, which all pave the way to intrinsic reward.
intrinsic rewards will win you loyalty and long-term attention. The Reputation Trigger: use people’s trust in experts, authority and the crowd to build a reputation.
intrinsic rewards will win you loyalty and long-term attention.
After Edward Snowden released documents on the NSA’s activities, the trust of the American people in their government dropped from 53 percent to 16 percent.
crowds are exactly what determine a good reputation. While one expert can make a mistake, we tend to think that 1,500 people who love one particular restaurant can’t be wrong! In accordance with this, a one-star increase in rating on restaurant review site Yelp boosts the revenue of a restaurant by five to nine percent!
reputation. While one expert can make a mistake, we tend to think that 1,500 people who love one particular restaurant can’t be wrong! In accordance with this, a one-star increase in rating on restaurant review site Yelp boosts the revenue of a restaurant by five to nine percent!
we tend to think that 1,500 people who love one particular restaurant can’t be wrong! In accordance with this, a one-star increase in rating on restaurant review site Yelp boosts the revenue of a restaurant by five to nine percent!
we believe in the judgments of crowds and often go along with them because we don't want to risk social alienation.
Give them the power of participation
outsource the flavor, label design and bottle design to the masses
Over 40,000 people took part, and the new drink – black
Over 40,000 people took part, and the new drink – black cherry and lime – was a roaring success.
“It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you’ll do things differently.” - Warren Buffett
We have an innate desire to be recognized, validated and understood.
Attention is also reciprocal, meaning we pay attention to what pays attention to us. So we pay attention to someone flirting with us, as they give us feelings of validation.
we like Facebook not so much because we can see what our friends are doing, but because our friends are paying attention to
we like Facebook not so much because we can see what our friends are doing, but because our friends are paying attention to us.
The company gave its audience the chance to contribute, putting trust in their judgment and giving them the authority to decide on the new product.
Remember Vitaminwater? The company gave its audience the chance to contribute, putting trust in their judgment and giving them the authority to decide on the new product.
The most effective trigger is the acknowledgment trigger, as it appeals to our basic needs.
What do you do if your idea or company is too young to have a reputation? Well, if you’re a start
Well, if you’re a start-up, for example, and want a journalist to write about you, or you need an investor to finance you, make sure to lead your pitch with a validation or recommendation from someone who does have a reputation.
Different forms of attention are at the root of our motivations and behavior,
“funded by GoogleVentures.”
how and why we integrate certain products into our daily routines habits,
concrete advice on how companies can make their products habit-forming,
captivate your audience,
leading us to pay attention to everything and nothing at the same time. So how exactly are you supposed to get your
leading us to pay attention
leading us to pay attention to everything and nothing at the same time.
how it handles and sorts information,
how companies and advertisers have used this knowledge to their great advantage.
crucial role that dopamine plays in how we pay attention;
Vitaminwater grabbed our attention by using the power of the
Vitaminwater grabbed our attention by using the power of the crowd;
less than a quarter of what we’re bombarded with now.
Two decades ago, people were only exposed to 48 newspapers worth of information – less than a quarter of what we’re bombarded with now.
creating content is a no-brainer. YouTube, blogs, Instagram: such tools make the generation of new information as simple as a couple of clicks.
the only way to stay abreast of it all is to divide our attention.
fragmented attention span, a tendency to continually multitask and high levels of distractibility.
Take your average start-up. They need: the attention of investors; the press to write about them; users for their product; and people for their team.
habits of unproductivity we’ve all developed by trying to deal with the daily avalanche of irrelevant information.
the start-up has competitors, too, and also has to overcome the habits of unproductivity we’ve all developed by trying to deal with the daily avalanche of irrelevant information.
Just think of Facebook and how dependent it is on having our attention.
And being “good enough” no longer cuts it. For example, we all know some musicians who have incredible talent, but don’t exactly catapult their audience or the press into Beatlemania-like ecstasies.
you first need to attract people’s immediate attention, which is governed by the body's automatic responses and reflexes.
Meaning, once you have immediate attention, you need short attention.
That’s when we choose to pay attention to something novel.
Meaning, once you have immediate attention, you need short attention. That’s when we choose to pay attention to something novel. When this happens, all relevant information is stored in our working memory where it can be easily erased if there’s a big enough distraction.
short attention is sparked by the neurotransmitter dopamine, which we produce when we see something new.
New notificrion?
However, when our attention is fueled by our own knowledge and experience, we’re able to focus on something for a long period of time.
Why? She spent years familiarizing people with her and her work so that they simply paid attention to her by default.
Building a big fire requires patience and plenty of kindling; gaining long-term attention is the same.
Lynk Co ads
drop-dead gorgeous person wearing a bright red shirt? Of course you don’t.
Remember the last time you totally ignored a drop-dead gorgeous person wearing a bright red shirt? Of course you don’t.
our brain sifts through information in our environment without our being conscious of it, and beauty and loud colors snap up our attention whether we like it or not.
we use general rules – known as heuristics – to make quicker and better decisions
we use general rules – known as heuristics – to make quicker and better decisions about them.
we’re biologically wired to notice particular colors, as they can signal opportunity – such as that attractive, red-shirted person – or risks, like that yellow-striped wasp.
changing the color of an online sign-up button from green to red can boost the number of subscriptions by up to 33 percent.
link your message to symbols or ideas that capture attention.
the brain is an associative machine, connecting all of our experiences to words, images, meanings and feelings.
In 2014, a software bug surfaced that enabled hackers to remotely read communication, retrieve passwords, account details, credit card numbers and so on. By giving the bug a name – “Heartbleed” – and assigning it a logo depicting a red heart dripping with blood, security company Codenomicon grabbed attention, raising public awareness about the dangers of the bug.
hold their short attention.
your choices are all about your frame of reference.
Politicians frequently use framing – by, for example, referring to “gun safety” instead of “gun control.”
adapt your message to the audience’s frame of reference to hold their short attention.
get to know the cultural norms and opinions that influence them.
Revlon, a company that promoted camellia-scented perfume in Brazil, didn’t realize that, in Brazil, this flower is traditionally used for funerals. The company didn’t adapt to their audience’s cultural norms and the perfume was a total failure.
Second, highlight the importance of your topic by invoking the fear of missing
Second, highlight the importance of your topic by invoking the fear of missing out. Our
Second, highlight the importance of your topic by invoking the fear of missing out.
highlight the importance of your topic by invoking the fear of missing out.
highlight the importance of your topic by invoking the fear of missing out. Our innate fear of scarcity concentrates our attention on what we might be missing.
limiting access to your product, doing things like selling only one item per day. This will frame your product as unique and precious. One former Facebook manager says that Facebook attracts our attention by offering information
limiting access to your product, doing things like selling only one item per day.
Facebook attracts our attention by offering information you can only get when using the site; this feeds our anxiety about missing out, driving us to sign up.
dopamine, that neurotransmitter?
We actually check our smartphones around 110 times a day. Why? Remember dopamine, that neurotransmitter? Well, we release dopamine when we experience new things, which is why we get excited when our smartphone beeps. Could it be a new text? An email? Some important news? We’re driven by the promise of something pleasurable, or a potential reward,
motivate us for a brief spell, but don’t hold our attention.
Extrinsic rewards motivate us for a brief spell, but don’t hold our attention.
Extrinsic rewards motivate us for a brief spell, but don’t hold our attention. These include tangible things such as money, food and prizes. Once we have them, our attention dwindles and we look for the next reward. This is why external rewards
Extrinsic rewards motivate us for a brief spell, but don’t hold our attention. These include tangible things such as money, food and prizes. Once we have them, our attention dwindles and we look for the next reward. This is why external rewards get us to do something, but don’t push us to excel or make us enjoy the work.
When we’re intrinsically motivated, we do things because they satisfy our internal desires for things like independence, power, romance and status.
reading a book because you want to learn something. The first is extrinsic motivation and the latter is intrinsic.
Knowing what motivates your audience and helping them obtain intrinsic rewards is the ideal way to keep them engaged.
Take Google, which allows its employees one day per week to work on something that interests them.
Take Google, which allows its employees one day per week to work on something that interests them. This fosters curiosity, autonomy and independence, which all pave the way to intrinsic reward.
intrinsic rewards will win you loyalty and long-term attention. The Reputation Trigger: use people’s trust in experts, authority and the crowd to build a reputation.
intrinsic rewards will win you loyalty and long-term attention.
After Edward Snowden released documents on the NSA’s activities, the trust of the American people in their government dropped from 53 percent to 16 percent.
crowds are exactly what determine a good reputation. While one expert can make a mistake, we tend to think that 1,500 people who love one particular restaurant can’t be wrong! In accordance with this, a one-star increase in rating on restaurant review site Yelp boosts the revenue of a restaurant by five to nine percent!
reputation. While one expert can make a mistake, we tend to think that 1,500 people who love one particular restaurant can’t be wrong! In accordance with this, a one-star increase in rating on restaurant review site Yelp boosts the revenue of a restaurant by five to nine percent!
we tend to think that 1,500 people who love one particular restaurant can’t be wrong! In accordance with this, a one-star increase in rating on restaurant review site Yelp boosts the revenue of a restaurant by five to nine percent!
we believe in the judgments of crowds and often go along with them because we don't want to risk social alienation.
Give them the power of participation
outsource the flavor, label design and bottle design to the masses
Over 40,000 people took part, and the new drink – black
Over 40,000 people took part, and the new drink – black cherry and lime – was a roaring success.
“It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you’ll do things differently.” - Warren Buffett
We have an innate desire to be recognized, validated and understood.
Attention is also reciprocal, meaning we pay attention to what pays attention to us. So we pay attention to someone flirting with us, as they give us feelings of validation.
we like Facebook not so much because we can see what our friends are doing, but because our friends are paying attention to
we like Facebook not so much because we can see what our friends are doing, but because our friends are paying attention to us.
The company gave its audience the chance to contribute, putting trust in their judgment and giving them the authority to decide on the new product.
Remember Vitaminwater? The company gave its audience the chance to contribute, putting trust in their judgment and giving them the authority to decide on the new product.
The most effective trigger is the acknowledgment trigger, as it appeals to our basic needs.
What do you do if your idea or company is too young to have a reputation? Well, if you’re a start
Well, if you’re a start-up, for example, and want a journalist to write about you, or you need an investor to finance you, make sure to lead your pitch with a validation or recommendation from someone who does have a reputation.
Different forms of attention are at the root of our motivations and behavior,
“funded by GoogleVentures.”
how and why we integrate certain products into our daily routines habits,
concrete advice on how companies can make their products habit-forming,
