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About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.

Written by: Vickie Sullivan  |  June 22, 2010

The Science of Curiosity

Great video in Fast Company last month from Dan Heath.  He discussed an interesting theory about how curiosity occurs.  According to George Loewenstein at Carnegie Mellon University, curiosity is created from the gap between what we already know and what we want to know.  Once that gap exists, it’s an itch that has to be sratched.  Now I know why I just have to know every secret someone doesn’t want to tell me.

And here’s the kicker:  we don’t know what we want to know until someone (like us experts) points out what’s out there.  This is the reasoning behind the killer rhetorical question.  Great way to get attention and drive click-throughs.  Posterchild for this strategy is one of my favorite authors, Steven Levitt who wrote Freakonomics.

Like scholarly research?  Click here for Loewenstein’s original paper.


About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.