our friend ben paar when "press here" continues. >>> welcome back to "press here." i hope that you are a longtime viewer but if you're new to us you should understand one of the selling points of this show is our reporters. yes, our guests are smart. but our reporters are just as smart. hanna to my right, oxford educated, and an expert on french history. many of our reporters have written books. matt leads the pack i think, with three books. sara lacey, two books. across the top there, joe in the corner of reuters, he's written one. "the times," john schwartz of "usa today." raef needleman of cnet all have one book under their belt. to now we can add ben parr. he's been a regular here as well as a reporter at mashable. his book is "captivology." ben joins us now. as long as i'm handing out compliments, let's point out while hanna went to oxford, you were an eagle scout. >> that's true. >> which is a huge achievement, and i compliment you on that. all right. well, let me ask an easy question what's captivology? >> captivology is the science and psychology of attentio

. >>> reporter turned author ben paar tells you how to capture the market's attention without shouting> and josh tetric tells us why only a certain kind of investor should ever consider hot new start-up hampton creek foods. >>> with reporters anna