What makes you uniquely fascinating?

If you’re struggling to answer that question (like I was) and are wondering why it even matters, keep reading.

Sally Hogshead created an entire methodology, book, business and speaking career based on the science of fascination. Her book, How the World Sees You – Discover Your Highest Value Through the Science of Fascination – is an insightful glimpse into her findings. It walks through actionable steps and advice that’s incredible relevant to any new professional, especially those in the public relations and marketing space.

I heard Sally Hogshead speak at an event a month ago, and I’ve been hooked on her principles ever since. While I’ve taken many personality-type tests before, her methodology is unique, because it focuses on how the world sees you – instead of how you see the world.

Her basic premise is as follows: if you can succinctly communicate to others what makes you uniquely fascinating, you are better equipped to win in business, life, and relationships.

Here are some compelling tidbits from Ms. Hogshead’s book:

• “On an MRI scan, a fascinated brain is in a state of relaxed focus…if your listener becomes distracted while you communicate, they are more likely to feel conclusion or doubt about your message. If you’re not communicating clearly, you’re less likely to add value.”

• “Different is better than better. You aren’t necessarily better than your competition. But you are already different.”

• “Identify how you are MOST likely to add distinct value. Do more of this. Identify how you are LEAST likely to add distinct value. Do less of this.”

I highly recommend this book to all professionals looking to enhance their careers. Sally Hogshead brings to the table an impressive advertising and branding career, and while her insights are applicable to individuals, they’re also applicable to PR and marketing professionals’ work with brands. After all, it’s our job to make people think our clients are fascinating, and in turn, motivate people to buy from or do business with our clients.

As new PR pros, now is the time to figure out who we are as professionals and people. How the World Sees You is the best resource I’ve found to guide me in that journey. It’s a quick and enjoyable read. Don’t let the length intimidate you – Part II dives into each advantage and personality type, and is meant as more of a reference than a cover-to-cover read

The five advantages are:

• Innovation – you change the game with creativity

• Passion – you connect with emotion

• Power – you lead with command

• Prestige – you earn respect with higher standards

• Trust – you build loyalty with consistency

• Mystique – you communicate with substance

• Alert – you speak the language of details and prevent problems with care

Your unique combination of primary advantage + secondary advantage = your archetype (there are 49).

If you have any desire to learn more about yourself and improve the way you interact with clients and coworkers, I would highly recommend How the World Sees You. If you purchase the book, you receive a code to take the quiz. The nice folks at How to Fascinate have supplied us with a code for blog readers to take the quiz for free:

Visit: www.howtofascinate.com/you

Use code: PRSA

I almost guarantee you will be hooked like me, and start obsessively guessing the archetypes of your friends, coworkers and family.

Lauren Leger graduated from Boston University with a bachelor’s degree in communication, concentrating in public relations. She started her career while still in college at Boston-based PR firm, Zazil Media Group. Lauren relocated to Dallas, Texas in fall of 2014 and began working at The Power Group as a PR account executive. She recently took on a new role as Power’s manager of digital strategy, where she brings her PR expertise to the digital realm of the business. Connect with her on LinkedIn and Twitter.