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 attention and it's about how we pay attention to certain people and products. the real science behind it. and most of all how do you utilize that science to capture attention for your ideas promptsprompt projects and attention. >> how do you keep it? >> yeah. why do you want to write a book like this when we've got thousands of books on public speaking and making friends and influencing people. what's different about captivology? >> the biggest difference is the science. a lot of these books -- i didn't want to write a marketing book. i went through thousands of research studies and interviewed dozens of ph.d.s on psychology neurology to understan

ben parr if you weren't such a nice guy i would -- all right, continue your point. >> the first and i guarantee last time somebody sets off an explosive on the sets of "press here." >> very close to the edge. >> just as close as you can get. >>> people are headed to apple stores to get their first look at the apple watch. you can see it and try it on in stores but you can't buy it. they're only available for preorder online. many models have already sold out with delivery dates in june or later. now the watch starts at $349 and can go as high as $17,000 for the more stylish apple watch edition. >>> time is :26. the opening bell just minutes away. we'll take an early look at the numbers coming up. >>> and new details this morning in a deadly shooting at the u.s. census bureau headquarters. >>> let's take you back out live to the helicopter shot we were showing you a minute ago, 580 shut down in both directions near san quentin. the latest details come up. >>> in the race, how soon hillary clinton is expected to make all that speculation about the presidential run come true. >>> and we

the show is dry from time to time but this week we also talk to venture capitalist and author ben parrl people, companies and how to get attention in this busy world and he got our attention. >> you break it down to seven key aspects, right? >> can you brief my run those by? >> first one is automaticity, how they react to automatic sounds and senses. >> whoa! can i point out the last time you were on this show, you wore google glass and now confetti. ben parr if you weren't such a nice would, i would -- oh, continue your point. >> if you look carefully there's still confetti up in one of the light fixtures. >> that's so funny. i can't believe you call it dry. i feel like i got invited to a cool party, i don't completely understand or fit in with. >> we call it the cocktail party without cocktails. >>> let's bring in christina loren this morning who has a wonderful weekend mapped out for you. >> throw in some confetti. >> i got some here. i was here when the commotion took place. >> everybody peeked in. >> what's going on in there? 5:14 now. so we are excited about this episode of "pres