Fascinate

The New York Times–bestselling author shows you how the perfect words can captivate your customers and how your brand can harness the force of attraction.

Why is Jägermeister the most popular brand nobody likes? Why do women pay more to be fascinating than they spend on food and clothes? What raises the price of gummy worms by 1000%?

And then there’s the most important question of all: How can your ...