The Science of Capturing People's Attention — Ben Parr
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Transcript of The Science of Capturing People's Attention — Ben Parr
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This presentation consists of highlights from the interview with Moe Abdou,
founder & host of 33voices®.
Ben Parr is an award-winning journalist, author, entrepreneur, investor and expert on attention. Through his unique experience
as a leading technology writer, venture capitalist and prolific public speaker, Parr has coached dozens of young startups and Fortune
500 corporations on how to get attention for their products. He was named one of the top ten tech journalists in the world by
Say Media and named to the Forbes “30 Under 30.”
Ben Parr@benparr
Co-founder of DominateFund
The masters of attention don’t seek attention for themselves; instead they focus the attention
on their projects and/or causes.
Insight #1
Insight #2
When trying to captivate an audience, remember the three stages of attention:
Insight #2
When trying to captivate an audience, remember the three stages of attention:Immediate - Your instant, unconscious
response to the world around you
Insight #2
When trying to captivate an audience, remember the three stages of attention:
Short term - Your concentration on some-thing specific for a brief period
Insight #2
When trying to captivate an audience, remember the three stages of attention:
Long term - Your attention, when drawn to something bigger than the product or service
Insight #3
Because our brains are wired to scan for and identify important changes
to our environment, our immediate attention is often driven by stimulus rather than
our consciousness.
Insight #4
Capturing Attention is akin to building a bonfire. According to, Director Adrian Grenier, “First you need the kindling. You need the little leaves and the twigs, and you get that going,
which is easy to ignite. Then you move on to your bigger logs, and eventually a whole big bonfire.
At first you need something to ignite the attention, and then you got to keep it going somehow.”
Insight #5
Those who demonstrate expertise are the most likely to captures long term attention. For when engaging with a reputable source, the decision
making regions of your brain shuts off.
Insight #6
All stages of attention are heightened by novelty and emotional resonance. Consider a greater focus on EQ vs IQ
(Emotional Quotient vs Intelligence Quotient) when sharing an important message.
Insight #7
Those who captivate, harness these seven triggers of attention:
Insight #7
Those who captivate, harness these seven triggers of attention: Automaticity - We use sensory
cues to harness our automatic reaction
Insight #7
Those who captivate, harness these seven triggers of attention:
Framing - Adapting to or trying to change one’s current view of the world
Insight #7
Those who captivate, harness these seven triggers of attention: Disruption - We pay attention
to something that disrupts our routine
Insight #7
Those who captivate, harness these seven triggers of attention: Reward - Our propensity to pay attention is enhanced when tied to an intrinsic or extrinsic reward
Insight #7
Those who captivate, harness these seven triggers of attention:
Mystery - We feel a strong affinity towards a story if there’s suspense
Insight #7
Those who captivate, harness these seven triggers of attention:
Reputation - We’re more apt to pay attention to experts, authority figures, and the crowd
Insight #7
Those who captivate, harness these seven triggers of attention:
Acknowledgement - We pay attention to the people who acknowledge us
(this is the highest level of attention)
Insight #8
For a startup seeking to create awareness, it’s wise to celebrate the
community and its impact on your product or service. Community is your currency.
Insight #9
The masters of attention make it their highest intent to understand their audience,
for it’s the only way to violate their expectations and trigger emotional resonance.
Insight #10
Beyond being boring, the sure fire way for you to lose someone’s attention in a
business meeting is to focus more on yourself. Remember the Acknowledgement Trigger.
How did you respond the last time someone acknowledged you in an important negotiation?
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Presentation created by Chase Jennings
Insights by Moe Abdou
