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b'I\'ve got\\xa0a question for you. Ready?\\nWhat do\\xa0Apple, Lululemon and Morton\'s Salt all share in common?\\nTake a minute to ponder each brand. What imagery does it conjure up? More importantly, what feelings do those images create inside you?\\nWhen I think of Apple products, I think of elegant, simple design and the feeling of effortlessly getting stuff done. Lululemon brings back\\xa0that sensation of looking\\xa0amazing when I\'m working out (even if my workout itself feels less than amazing). And Morton Salt? I think of my mom\'s kitchen cupboard, which feels warm and nostalgic and makes me want to go bake cookies.\\nHere\'s the\\xa0answer to the quiz: all three of those brands share\\xa0the power of fascination.\\nFascination, as my podcast guest Sally Hogshead defines it, means\\xa0an intense focus.\\n"When you\\u2019re fascinated by a person or a brand, you\\u2019re completely consumed in that moment. It\\u2019s that feeling you have when you\\u2019re working on a project and you\\u2019re totally in the flow. You feel creative, you feel confident, you feel focused and energized by what you\\u2019re doing. Or when you\\u2019re out at drinks with a friend\\u2014the time flies by, and you seem to be building epiphanies together in your conversation."\\nClick here\\xa0to listen to the full episode with Sally.\\nFor years, Sally\'s day job was helping big name brands like Nike and BMW find the perfect words to describe themselves. The first half\\xa0of that search was\\xa0understanding what they offered to their customer base that nobody else did; the second half was\\xa0knowing how to capitalize on that uniqueness and capture it in language.\\nAt a certain point,\\xa0Sally realized that nobody had really brought that idea over from products to people. Business owners\\xa0were all about finding the right words to get customers fascinated with their products, but they weren\'t finding the right words to help people understand who they are and how they add value.\\nThese days,\\xa0she\\xa0parlays\\xa0her understanding of what works in advertising world into a training to\\xa0help entrepreneurs understand how people perceive them through their communication.'