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REMASTERED: Fascination, Persuasion and Captivation, with Sally Hogshead (Author, Speaker, Advertising, Success) · The Action Catalyst

• 0:00
  Host: Such an exciting show for you today. Sally Hogshead is a
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  Hall of Fame speaker and her first book was called Fascinate,
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  Your Seven Triggers to Persuasion and Captivation. And
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  she is an expert in branding and personal branding, and
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  particularly the world's leading expert on fascination and she's
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  made a few minutes to be with us here. Sally, thank you for
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  joining us.
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  Sally Hogshead: I'm excited to be here today. I'm excited to
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  talk about how the world sees you.
• 1:15
  Host: Can you just give us like a quick rundown of what
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  fascinate is?
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  Sally Hogshead: Yeah, sure. Well, Strengths Finder, Myers
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  Briggs tests are really great in getting us a critical piece of
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  information, which is how do you see the world but what I found
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  from drywall My my, my branding background is that there's
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  another piece of information that we need to know it's not
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  how you see the world, it's how does the world see you? How does
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  your customer see you, your error audience? How did the
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  Pingle in your workplace see you and when you understand how they
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  see you at your best, and you can just get focusing on that
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  and deliver your highest value every time. The thing that makes
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  us different about a traditional test is it's not built on
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  psychology. But a traditional su ality test was, you know, my
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  grades was developed to diagnose personality disorders. Well,
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  there's a very different way of thinking about it. It's drawing
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  upon the best of branding to see how does the world see you? In
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  what way are you most likely to impress people to influence
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  them? And in what way are you most likely to turn them off or
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  push them away without even realizing it? One of my first
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  clients that I ever worked on when I was back in advertising,
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  with Nike and Nikes tagline you remember? Nikes tagline? Right?
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  So when Nike says just do it, you know, they're not just
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  talking about shoelaces and rubber. I'm not just talking
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  about the shoes. I'm not just talking about the company.
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  They're talking about the whole mindset, the attitude? Well,
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  what if you could distill your personality down to just two or
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  three words, like just do it, that when people thought of you,
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  they knew exactly what words to associate with you. And over the
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  last few years, I used to do this for clients, I would write
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  headlines I would write taglines for these for these big
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  companies. But I didn't know how to do this for people. And it
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  wasn't until about a year ago that I had a major breakthrough
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  that I realized that there are specific words that are
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  associated with specific personality types according to
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  help people see them at their best. In other words, there are
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  certain ways that your personality is primed to be able
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  to add value. And when you perform in this way, when you
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  communicate in this way, people see you as intensely valuable.
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  On the other hand, you also have places in your career things you
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  do that are disadvantages that that do not put you in the best
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  light. And when you can get really clear on the areas in
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  which you're likely to add value and be seen in a positive light
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  versus those areas where you are unlikely to add value and be
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  seen in a negative light, you can really steer all of your
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  communication so that you're more likely to win.
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  Host: Well, and one of the things I've heard you say this
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  before you say you don't learn how to be fascinating, you
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  unlearn how to be boring.
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  Sally Hogshead: You don't learn how to be fascinating, you
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  unlearn how to be boring. A lot of times people think they need
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  to change in some way in order to get better. And this is where
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  the whole philosophy of strength came from. If you measure
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  somebody according to strength, the man implies that they have
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  weaknesses and an implied that the way that they're going to be
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  most likely to stand out in a crowded marketplace is
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  strengths. But that thinking is inherently flawed. You're not
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  going to outdo somebody at their own strength. If you focus only
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  on strength, you're on a competitive cycle, that you're
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  incrementally trying to improve yourself to outdo somebody else.
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  So I propose something different. So focus on your
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  strengths. Instead, focus on your differences. And when you
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  focus on your differences, you don't have to try to outdo
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  somebody, you simply focus on becoming more of who you already
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  are. So you're not changing who you are, you're becoming more of
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  who you are. And this is a different way of guiding our
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  careers and guiding our companies, as entrepreneurs as
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  employees. If we stopped focusing on strengths, we begin
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  to see that everybody on our team contributes in a very
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  different way. And that is gonna allow each person to rise to
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  their highest value according to what they do the different.
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  That's how you create a high performing team.
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  Host: Larry Winget one time said, you know, the whole
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  challenge of the speaking profession is to discover your
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  uniqueness and exploit it in the service of others in others.
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  Sally Hogshead: That's great. Larry's archetype was named the
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  rock star and the rock star is primary innovation, secondary
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  passion and what that means is Larry is bold. He is unorthodox.
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  He's artistic either Out of the box. When we measure people,
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  when we assess different personalities, we find that the
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  way that they're most likely to add value is very predictable
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  according to the patterns of their personality and their
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  patterns of how they communicate. So the way Larry is
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  most likely to add value is when he's being bold, artistic,
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  unorthodox out of the box, he's unlikely to add value. If you
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  said, Larry, go pick this Excel doc, and I want you to cheap and
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  come back when it's other Larry couldn't do that. That's just
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  not likely. That's not how he's likely to add value. So for each
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  of us, the the point is you already have what you need. You
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  don't have to learn how to be valuable. You don't have to
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  learn how to be fascinating and different. You have to unlearn
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  all those things that you've been taught up to this point
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  about trying to focus on your strengths and outdoing other
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  people.
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  Host: So the new book is called How the World Sees You. And this
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  thing is like, it is awesome.
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  Sally Hogshead: I drew upon my background as an advertising
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  creative director, I'm drawing upon all my experience with
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  learning one of the best practices of the world's leading
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  brands, the world's most loved brands. And I wrote fascinate
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  about how brands become fascinating and the messages
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  they create. But everybody kept coming up to me, and they would
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  say, okay, I get how to make my brand fascinating. But tell me
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  about me, how do I make me fascinating. So I realized I
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  just needed to pivot my business. And so instead of
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  studying brands, I started studying people. And I found
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  that there are patterns in how people communicate. But if you
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  can reveal those patterns, suddenly, it becomes incredibly
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  clear why people do what they do, why certain people irritate
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  you, and why certain people can charge more money for a
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  commodity product, it's almost like, you know, you're when
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  you're getting to go see a 3d movie, and you've got this dorky
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  glasses, and you kind of don't want to put the dorky glasses on
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  when you're sitting in this theater, but you're standing
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  there, and you're when you're watching the screens, and it
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  doesn't make any sense. It's just a jumble. But then you put
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  the glasses on, and suddenly, boom, it all just snaps right
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  into focus. Imagine that the book is giving you the pair of
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  3d glasses to decipher all the patterns that are happening and
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  communication around you. That instantly becomes crystal clear
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  why certain people are attracted to you why you succeed in
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  certain types of situations and fail. In others. It's a real
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  Aha, to see yourself not through the lens of how you see the
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  world, but rather how the world sees you. What we find is people
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  when they begin to look at themselves through the lens of
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  how the world sees you. They feel self conscious, they feel
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  awkward, or Oh, what if there's going to be something negative?
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  Or sometimes they feel vain, like, Well, why do I want to
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  focus on how people see me. But when you begin to understand how
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  people see you at your best, when you understand why people
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  love you, and champion for you, and buy from you and hire you
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  and promote you and adore you, then you can focus on that you
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  can just do more of what you're already doing right and stop
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  focusing on the rest of it. And it's incredibly freeing to be
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  able to say, Look, you don't have to be perfect at
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  everything. But you do have to be extraordinary at something.
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  So instead of trying to be kind of good at a lot of things be
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  incredibly good and very, very different. In one particular
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  area. And this is what we see with high performers in teams,
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  they're specialists, they have some area that they're
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  specializing in. And so what this book is showing you is that
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  your personality has a natural built in specialty, there's
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  something that you're just naturally primed to do, you're
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  already great at it, but you just may not be, you may not
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  have identified it, and you probably don't know how to
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  articulate it to other people. So as you read the book, the
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  book identifies what you're naturally suited to do. In other
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  words, how does the world see you at your best? How can you do
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  more of that? How can you articulate that in your
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  marketing? And then how do you how do you distill that down to
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  a two or three word phrase that we call your anthem? Your anthem
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  is the tagline for your personality. It's kind of like
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  the Nikes. Just do it. It's a phrase that describes who you
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  are at your best. And we've taken about 20,000 people
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  through this process. We've distilled it down to a really,
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  really simple system. It takes about 10 minutes. So here's how
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  this works. There's an adjective and a noun. When you put the
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  adjective together with a noun, you get a descriptor of who you
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  are your best. The adjective describes how you're different.
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  The noun describes what you're doing, when you're doing what
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  you do best. So for example, I have somebody on my team named
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  Cory and Cory is archetype is named the detective says she
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  took the same assessment that that people will take when they
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  get how the world sees you. And when you take the assessment, it
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  tells you an archetype that describes how the world sees you
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  at your best and it starts feeding you the actual words you
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  need to be putting in to anytime anytime you're describing
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  yourself like a LinkedIn profile, a Twitter bio, a resume
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  a business card anytime you need the words to describe yourself.
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  So Corey is really detailed and her and her archetype is the
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  detective. So her three adjectives are clear cut,
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  accurate and meticulous. In other words, when Corey is set
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  up to perform in a way that's clear cut accurate and
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  meticulous, she has a very high likelihood of winning. She has a
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  great advantage there. But me I'm not likely to win when when
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  the game name field is clear, cut accurate, meticulous.
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  Korea's anthem is meticulous follow through. In other words,
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  the way Cory is most likely to deliver her highest value is
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  through meticulous follow through. So when you're creating
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  your marketing when you're introducing yourself to people,
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  what is it that you need to say that for them is going to see
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  you as being intensely valuable even just keep coming back to
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  those words, those words that describe who you are at your
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  best.
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  Host: Sally, this is awesome. I mean, it's fascinating. I mean,
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  to use your your terms. So Sally, you are just, you're
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  amazing.
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  Sally Hogshead: It's so great to be able to talk to you. I really
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  really appreciate it.