Communications expert Sally Hogshead applies the principles of "fascination" introduced in her earlier Fascinate: Your 7 Triggers to Persuasion and Captivation to the art of personal branding in this engaging, lively work. Hogshead asserts that her book "will not change who you are," but rather "will help you become more of who you are." She delivers a strong message that, in today's marketplace, it doesn't matter how smart or clever you are if no one is paying attention: "If you fail to fascinate your audience, your message withers." Using a system of personality archetypes ("The Seven Fascination Advantages"), Hogshead promises to help the reader identify his or her core differentiators through an online assessment (a promo code for which is included with the book). While this system may initially seem unscientific and questionable, the archetypes prove surprisingly practical and on-target. Organized in logical chapters with convenient subheads and call-out summary boxes, this hands-on work is worth the time of anyone trying to set him or herself apart in an ever-more competitive job market. (July)
Reviewed on: 08/04/2014 Release date: 07/01/2014 Genre: Nonfiction
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