SPEAKER: Good afternoon and welcome to Talks at Google.

程度の副詞

We are very pleased to bring the author and entrepreneur

This Princeton native, that would be Princeton, Illinois--

respect that-- was also voted in 2012 one of the Fortune 30

has really spanned a wide variety of areas

from working at "CNET" and "Mashable" to currently

with "Inc." magazine and the VC DominateFund.

Today, he's speaking to us about yonder book, "Captivology,

and includes a variety of interviews with thought leaders

It is truly the fundamental currency of today's economy.

And we'll have some time at the end for questions,

but for now, Ben Parr, you now have our attention.

I feel like Doug the dog, screaming "squirrel"

And we live in this kind of new era in the last decade

where we are bombarded with more information than ever.

And yet, we have the same 24 hours a day.

In 1986, we were presented with approximately 46 newspapers

worth of information, according to one research study.

Today it's actually seven full HD DVDs worth of information

And so you combine that with our multitasking

It looks like someone vomited on something.

And our multitasking habit, which is not actually

found that those who consider themselves heavy multimedia

multitaskers are actually the least effective

when it comes to completing tasks and switching

And so you have this combination of way more information

And you have a world where it is both extremely difficult

to capture attention and to stand out with your idea,

whether it's a project, it's a start up, it's a passion,

it's a charity, and having it be seen by the world.

And at the same time, defending our attention

understanding which things are worth our time and attention.

And so that's kind of the reason, the impetus,

And "Captivology" is about the science and the psychology

of attention, and why we pay attention to certain people

and products, and how to utilize that science to capture

And so I'm going to talk a little bit about the research

I did for "Captivology"-- over 1,000 research

and everybody from Steven Soderbergh, Adrian Grenier,

the people behind the Old Spice campaign,

I'm going to talk about the three stages of attention

and my model of attention and, more importantly, what I call

And these are seven psychological triggers

that capture attention across all these stages.

And so I kind of describe attention as a bonfire.

is to walk people through the three stages,

is to grow the fire because you can't just

And then you go and you finally get to the logs in the bonfire.

And so the first stage is immediate attention.

And let me explain a little bit about each stage.

It is our immediate and automatic reaction

It's how we react if someone does this, for example.

It's how we automatically react to when there's sights, sounds,

When someone puts a gunshot, or launches a confetti cannon,

And I'm sorry to the janitors in a little bit.

But the reason why we react is because it's

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Ben Parr: "Captivology" | Talks at Google

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