From the HOW Design Conference keynote by Sally Hogshead:
Everyone is fascinating in their own unique way. There are seven universal triggers (or F factors): passion, mystique, alarm, prestige, power, rebellion, and trust. Mine are passion and mystique.
My latent F factor is prestige. Gain prestige by owning a realm, staking out your niche, becoming the authority. Create the ultimate [something] even if no one ever buys it.
Build anticipation and excitement to add value. People will pay more for an emotional experience.
Attention span is 9 seconds. That's all you have to captivate.
You always have to sit on the “throne of agony” to reach an epiphany. No agony, no epiphany. So embrace the agony.
More at SallyHogshead.com
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