Sally Hogshead is a hugely successul marketing mind. Her energy has earned her recognition since a young age. In her early 20s, she was named the most successful junior copywriter of all time. While the technical aspect of advertising and marketing are important, Hogshead believes that the art of relationships and memorable personality will go farther.
Hogshead challenges her audience to "unlearn" being boring, rather than 'become' extraordinary. She believes that a person is capable of evoking fascination within nine seconds of communication. She stresses the importance of fascination, saying, "When customers are fascinated by you and your message, they’re more likely to trust, believe, and respect you." Drawing from her book 'FASCINATE: Your 7 Triggers to Persuasion and Captivation,' she instructs the audience on perfecting a first impression.