Captivology Buchzusammenfassung - das Wichtigste aus Captivology

Einleitung anhören

00:00

Zusammenfassung von Captivology

Name: Captivology
Rating: 4.4 (20 reviews)
Author: Ben Parr

Ben Parr

The Science of Capturing People’s Attention

4.4 (20 Bewertungen)

17 Min.

Kurz zusammengefasst

Captivology by Ben Parr reveals the science behind the art of capturing people's attention. It provides actionable insights for marketers, entrepreneurs, and individuals on how to make their messages and products stick in a noisy world.

Themen

Überzeugen Marketing

Inhaltsübersicht

Captivology
in 7 Kernaussagen verstehen

Audio & Text in der Blinkist App

Kernaussage 1 von 7

What’s in it for me? Learn how to captivate your audience, big or small!

We are constantly exposed to loads of information, all of it vying for our attention. Social media, click-bait articles, e-mails, text messages, apps – our focus is split between them all, leading us to pay attention to everything and nothing at the same time. So how exactly are you supposed to get your message out there and captivate an audience?

By understanding how the brain functions, how it handles and sorts information, it’s possible to snag the flitting attention of your audience. So let’s look at the inner mechanisms of attention and explore how companies and advertisers have used this knowledge to their great advantage.

In these blinks, you’ll discover

the crucial role that dopamine plays in how we pay attention;
how Vitaminwater grabbed our attention by using the power of the crowd; and
what attention-grabbing idea inspired the name and logo of the Heartbleed bug.

In a world of seemingly unlimited information, attention is the scarce resource everyone is competing for.

Imagine perusing 174 newspapers daily. Impossible, right? Well, today, the average person is exposed to the informational equivalent of that many newspapers on a daily basis. Two decades ago, people were only exposed to 48 newspapers worth of information – less than a quarter of what we’re bombarded with now.

In reaction to this ever-heavier barrage of information, we’re forced to flit from one thing to the next, spreading our attention thinly.

The trouble is that creating content is a no-brainer. YouTube, blogs, Instagram: such tools make the generation of new information as simple as a couple of clicks. We’re offered more and more data, and have only so many hours in the day; the only way to stay abreast of it all is to divide our attention.

This results in a fragmented attention span, a tendency to continually multitask and high levels of distractibility.

This is why harnessing attention for your cause probably seems like a losing battle.

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.

But 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.

Attention is crucial, though. It’s what makes ideas and products become and remain successful. 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. Even the great Vincent van Gogh only saw one of his works sold in his lifetime!

Attention is what turns a good idea into a groundbreaking one. But it won’t just fall into your lap. So let’s see how you can grab your audience’s attention and hold it.

Like a fire, lasting attention must be built up gradually. There are three stages.

When you build a fire, you start with some small kindling, then gradually place larger logs onto it until the flames are steadily burning. Just as you first need kindling when starting a fire, you first need to attract people’s immediate attention, which is governed by the body's automatic responses and reflexes.

We’re hardwired to survey our surroundings for danger; we do it instinctively, without much conscious thought. For example, if someone at a party suddenly starts shouting, your attention will, for a second, be captured. This happens without your control, simply because it might mean danger.

The Automaticity Trigger: capture immediate attention by using sensory cues that cause automatic reactions.

Remember the last time you totally ignored a drop-dead gorgeous person wearing a bright red shirt? Of course you don’t.

That’s because 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. Jumbled with to-dos and evening plans, our brain has limited space, and so it filters information, searching for cues on what to pay attention to, such as color, movement and sound.

The Framing Trigger: adapt your message to the audience’s frame of reference to hold their short attention.

Ever wondered why you select certain things to read on Facebook? Well, your choices are all about your frame of reference.

To help us filter through the eternal cascade of information, we use frames of reference. This is the way we perceive things in a more general context, and it's informed by our past experiences, expectations and interests. For example, the way something is worded can act as a frame of reference because it changes our perception of the message being conveyed. Politicians frequently use framing – by, for example, referring to “gun safety” instead of “gun control.” The first sounds reasonable, whereas the latter smacks of government intervention.

The Reward Trigger: keep attention by understanding people’s motivations and helping them achieve their goals.

When was the last time you looked at your smartphone? A couple of minutes ago? Seconds ago? 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, and this comes in two varieties:

The Reputation Trigger: use people’s trust in experts, authority and the crowd to build a reputation.

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. And only 52 percent trust the media. So what is it that inspires, or undermines, trust?

We often decide whether to trust something or not based on reputation, which we use as an evaluative shortcut. For example, if you’re an avid fan of fantasy novels and see a new book by J.K. Rowling, you’ll figure that, regardless of its title or cover, this book is probably worth your attention, because of her Harry Potter novels.

The Acknowledgment Trigger: harness your audience’s fundamental need for recognition and acceptance.

Someone comes up to you and says: “I think you’re special. I get you, I know how you feel, and I care about you.” How do you react? Well, this person certainly has your attention! But why?

We have an innate desire to be recognized, validated and understood. You love it, for example, when your crush compliments your outfit (recognition), your boss tells you that you did a fantastic job (validation) and your friend spends the evening listening to and empathizing with your problems (understanding).

Du möchtest die gesamte Zusammenfassung von Captivology sehen?

Kernaussagen in Captivology

Mehr Wissen in weniger Zeit

Sachbücher auf den Punkt gebracht

Kernaussagen aus Sachbüchern in ca. 15 Minuten pro Titel lesen & anhören mit den „Blinks”

Zeitsparende Empfehlungen

Titel, die dein Leben bereichern, passend zu deinen Interessen und Zielen

Podcasts in Kurzform ^Neu

Kernaussagen wichtiger Podcasts im Kurzformat mit den neuen „Shortcasts”

Worum geht es in Captivology?

Captivology (2015) shows that, in our modern world of rapidly proliferating information, attention is a scarcer and therefore more valuable resource. Knowing what drives our attention, however, and being aware of how we direct it, can help us reclaim this resource. Based on scientific research, the author reveals techniques for drawing people’s attention to any project, idea or message.

Bestes Zitat aus Captivology

On average, we get distracted once every three minutes.

—Ben Parr

Wer Captivology lesen sollte

Anyone working at a start-up
People seeking recognition for their work, research or art

Über den Autor

Ben Parr was a co-editor and editor-at-large at Mashable and a columnist for CNET. He is the co-founder and managing partner of venture-capital firm DominateFund. In 2012, Forbes named Parr one of its 30 Under 30.

Kategorien mit Captivology

Psychologie Kommunikation & Soft Skills

Ähnliche Zusammenfassungen wie Captivology

The ONE Thing

Gary Keller and Jay Papasan

The surprisingly simple truth behind extraordinary results

Where Artificial Intelligence Ends and Human Creativity Begins

Bringing your Boldest Self to your Biggest Challenges

23 min

4.4

A Brief History of Time

Stephen Hawking

From the Big Bang to Black Holes

A Violent Satire on Modern Capitalism and Corporate Greed

19 min

4.1

How to Make People Like You in 90 Seconds or Less

Nicholas Boothman

Make Instant, Meaningful Connections for Interviewing, Selling, Managing, Pitching

An Easy & Proven Way to Build Good Habits & Break Bad Ones

How to Drop the Games of Seduction and Discover the Power of Intimacy

18 min

4.3

Difficult Conversations

Douglas Stone

How to Discuss What Matters Most

14 min

4.1

The Speed of Trust

Stephen M.R. Covey with Rebecca R. Merrill

The One Thing That Changes Everything

Methods for Manifesting a Life Beyond Your Wildest Dreams

Eight Unconventional CEOs and Their Radically Rational Blueprint for Success

9 min

3.6

Healing Collective Trauma

Thomas Hübl

A Process for Integrating Our Intergenerational and Cultural Wounds

Illness, Medicine and What Matters in the End

Ten Reasons We’re Wrong About the World – and Why Things Are Better Than You Think

Why Most Small Businesses Don’t Work and What to Do About It

26 min

4.5

The Architecture of Happiness

Alain de Botton

Explore the hidden links between buildings and our well being

The Social Creation of “You”

19 min

4.2

Immunity to Change

Robert Kegan & Lisa Laskow Lahey

How to Overcome it and Unlock the Potential in Yourself and Your Organization

Using Writing to Generate Your Best Ideas, Insight, and Content

Explore the Evolution of Inequality and a Path to a Better Future

Minifesto for a Conscious Approach to Attention

17 min

4.6

Venture Deals

Brad Feld and Jason Mendelson

Be Smarter than Your Lawyer and Venture Capitalist

How to Reclaim Your Creativity in a Hyper-connected Work Culture

11 min

3.8

Managing Online Reputation

Charlie Pownall

How To Protect Your Company On Social Media

17 min

Rich Dad, Poor Dad

Robert T. Kiyosaki

What the Rich Teach Their Kids about Money – That the Poor and the Middle Class Do Not!

Leading Flexible Teams To Do The Best Work of Their Lives

How Ultra High Performers Leverage Sales-Specific Emotional Intelligence to Close the Complex Deal

18 min

4.6

Strategic Risk Management

Campbell R. Harvey

Designing Portfolios and Managing Risk

15 min

3.7

No One Cares About Crazy People

Ron Powers

The Chaos and Heartbreak of Mental Health in America

13 min

4.4

Good Strategy, Bad Strategy

Richard Rumelt

The Difference and Why It Matters

How Google, Bono, and the Gates Foundation Rock the World with OKRs

Prose Poetry Fables on the Beauty of Life and the Human Condition

16 min

4.5

I Know How She Does It

Laura Vanderkam

How Successful Women Make the Most of Their Time

The Unexpected Paths to Success from the World’s Most Inspiring Entrepreneurs

16 min

4.3

Living Presence

Kabir Edmund Helminski

A Sufi Way to Mindfulness and the Essential Self

366 Meditations on Power, Seduction, Mastery, Strategy, and Human Nature

30 min

4.5

Words Like Loaded Pistols

Sam Leith

Rhetoric from Aristotle to Obama

A Practical Guide for Discovering Purpose for You and Your Team

Small Changes that Spark Big Influence

How to Create World-Class Agility, Reliability, & Security in Technology Organizations

Technology, Automation, and How We Should Respond

23 min

4.2

Rich Dad’s Cashflow Quadrant

Robert T. Kiyosaki with Sharon L. Lechter

Guide to Financial Freedom

26 min

4.6

The Journey Beyond Fear

John Hagel III

Leverage the Three Pillars of Positivity to Build Your Success

Transform Your Life, Work, and Confidence with Everyday Courage

13 min

4.3

Blinkracy

Ben Hughes and Sebastian Klein

Make Your Company Management-Free and 100% Results-Oriented

15 min

3.8

Strategic Project Management Made Simple

Terry Dean Schmidt

Solution Tools for Leaders and Teams

15 min

4.1

How to Have Impossible Conversations

Peter Boghossian and James A. Lindsay

A Very Practical Guide

The Joy of Selfloving

24 min

4.2

❤️ für Blinkist️️️

Ines S.

Ich bin begeistert. Ich liebe Bücher aber durch zwei kleine Kinder komme ich einfach nicht zum Lesen. Und ja, viele Bücher haben viel bla bla und die Quintessenz ist eigentlich ein Bruchteil.

Genau dafür ist Blinkist total genial! Es wird auf das Wesentliche reduziert, die Blinks sind gut verständlich, gut zusammengefasst und auch hörbar! Das ist super. 80 Euro für ein ganzes Jahr klingt viel, aber dafür unbegrenzt Zugriff auf 3000 Bücher. Und dieses Wissen und die Zeitersparnis ist unbezahlbar.

Ekaterina S.

Extrem empfehlenswert. Statt sinnlos im Facebook zu scrollen höre ich jetzt täglich zwischen 3-4 "Bücher". Bei manchen wird schnelle klar, dass der Kauf unnötig ist, da schon das wichtigste zusammen gefasst wurde..bei anderen macht es Lust doch das Buch selbständig zu lesen. Wirklich toll

Nils S.

Einer der besten, bequemsten und sinnvollsten Apps die auf ein Handy gehören. Jeden morgen 15-20 Minuten für die eigene Weiterbildung/Entwicklung oder Wissen.

Julia P.

Viele tolle Bücher, auf deren Kernaussagen reduziert- präzise und ansprechend zusammengefasst. Endlich habe ich das Gefühl, Zeit für Bücher zu finden, für die ich sonst keine Zeit habe.