What Amazon, Coca-Cola, and Nike Get Right About Belief

Advertising has spent a century learning how to make people fall for a brand. A new book argues the same instincts explain why some companies keep employees fascinated for decades while others burn through them in eighteen months. The Fascination Factor, by organizational psychologist André Martin and advertising creative director Mark Fitzloff, makes the case using three familiar names: Amazon, Coca-Cola, and Nike.Start with Amazon. The company’s founding data point was a growth c