Summary of Sally Hogshead's Fascinate, Revised and Updated

By IRB Media

Please note: This is a companion version & not the original book. Book Preview:

#1 The taste of Jägermeister is bitter and sweetly harsh, and yet it has grown exponentially. You did the shot because of the unpleasant taste, not in spite of it.

#2 The drink was commercially released in Germany in 1935, and it was marketed as an after-dinner digestif. But it soon became popular with college students, who spread the cult wildfire.

#3 The brand sold almost as much as Absolut, despite the taste putting hair on the tongue. The brand turned the taste into a rallying cry, elevating the product beyond rational benefits.

#4 When you buy a shot of Jäger, you’re not buying a drink. You’re buying an experience. By holding the shot glass, you’re announcing that you have officially turned up the volume on the evening ahead.

• Language: English
• Publisher: IRB Media
• Release date: Apr 29, 2022
• ISBN: 9781669399520

IRB Media

With IRB books, you can get the key takeaways and analysis of a book in 15 minutes. We read every chapter, identify the key takeaways and analyze them for your convenience.

Book preview

Insights on Sally Hogshead's Fascinate Revised and Updated

Contents

Insights from Chapter 1

Insights from Chapter 2

Insights from Chapter 3

Insights from Chapter 4

Insights from Chapter 1

#1

The taste of Jägermeister is bitter and sweetly harsh, and yet it has grown exponentially. You did the shot because of the unpleasant taste, not in spite of it.

#2

The drink was commercially released in Germany in 1935, and it was marketed as an after-dinner digestif. But it soon became popular with college students, who spread the cult wildfire.

#3

The brand sold almost as much as Absolut, despite the taste putting hair on the tongue. The brand turned the taste into a rallying cry, elevating the product beyond rational benefits.

#4

When you buy a shot of Jäger, you’re not buying a drink. You’re buying an experience. By holding the shot glass, you’re announcing that you have officially turned up the volume on the evening ahead.

#5

The Mission Space ride at the Epcot theme park in Orlando, Florida, is based on the conceit that the rider is training to be an astronaut, practicing to save planet Earth while hurling through the atmosphere inside a capsule.

#6

The difference between the orange-ticket ride and the green ride is intensity. The orange ride is fascinating, while the green is forgettable. The rides might appear to be the same, but small details turn an average process into an unforgettable one.

#7

You can turn your green-ticket experiences into orange tickets by focusing on just a few traits and making them spellbinding. People will wait in line for your services, post online about your products, and compete to show you off to their friends.

#8

Your customers want the orange ticket. They want to be engaged and fascinated. Different is better than better, and different is orange. You can leverage a distinct attitude, mind-set, and point of view by giving people the orange ticket.

#9

The principles of marketing apply