people from rejecting your updates. no matter how great your company is it is going to fail if you don't capture the attention of your prospective customers, but that is much easier said than done. so, how do you get people to first notice your company and then engage with it? ben par is co-founder of dominate fund, an early-stage venture fund and also is author of the new book "captivology: the science of capturing people's attention." good to see you. >> thanks for having me. >> the cover of your book you've captivated my attention, right? it's funny. so, you do what you say and it's worked for you so far. but this is hard. i mean lots of people have great companies, great ideas, but they just don't go anywhere because nobody noticed them. >> i mean people don't understand that attention is this fundamental currency that is necessary for doing any kind of business, you know? teachers need to get the attention of students entrepreneurs need to get the attention of users, local