Fascination can be intoxicating. It pulls us from our troubles into blissful captivation. A truly fascinating experience can spur conversations for years. Brands that want to be talkable need to be fascinating.

Sally Hogshead opened WOMMA Summit 2011 with her research on the different drivers of fascination. She found that a mere 39% of the general public felt like they were more fascinating than other people. But this conflicted with two other of her findings:

1. People are hardwired to be fascinating.

2. People are hardwired to be fascinated.

These two traits are critical to how we communicate. Her research examined how 65,000 people fascinate and are fascinated. It unveiled seven key fascination types:

1. Power – Stories about rulers and tabloids about celebrities fascinate because of power.

2. Passion – Emotion attracts action and conversation.

3. Mystique – It arouses curiosity.

4. Prestige – This increases respect and admiration.

5. Alarm – A sense of urgency draws attention.

6. Rebellion – This is led by change and the creativity needed to do so.

7. Trust – The consistency of trust can build long lasting and sustainable fascination.

So if we’re naturally fascinating and ready to be fascinated, why do only 39% of people feel they’re more fascinating than the rest? These 61% don’t necessarily need to learn how to be fascinating. They need to unlearn how to be boring. Whatever led them to temper themselves, may it be schoolyard conformity or adolescent awkwardness, is simply holding back their naturally fascinating selves.

Want to know how you’re fascinating? Take five minutes to find out your two dominant fascination traits at Sally’s website.