Why “Interface” Is A Persuasive Name For An App

Via Scott Adams I recently learned of a new smart phone app that connects experts and those seeking expertise via live video. The app is named “Interface.” Adams is an investor in the company that makes Interface, and as a master persuader, I think it makes sense that anything he is involved with should have his persuasion fingerprints on it. And it does. Here are four ways the name is persuasive.

1. The app’s name is a verb and a noun at the same time.

You can open up Interface, and you can Interface with someone. This enables the app to occupy more “semantic positions” in people’s speech and in their thoughts. They can think about it, and they can talk about doing it. You can Google at Google.com. You can tweet on Twitter. You can Interface on Interface.

2. The verb describes in one word what the app does.

Minimal description is required, because the name itself provides a summary of its function. Interfaces connect things. In contrast, does anybody know what Zelle does? Or Bebo (what is that, a jazz music app?) Or Redfin ( … tuna?). A few early apps like Google defined their industries with nonsense words, but the days where that can happen are long gone.

3. The name has an existing usage, and the app’s usage leverages the existing connotation.

Interface is a business term. It is not slang or a nonsense word, or something odd. In the corporate world, people interface with customer liaisons all the time. The app will eventually take on the additional scope of the dictionary word already in use, leading people to think of the app for any interaction that could reasonably be called interfacing.

4. The name of the app has the potential to appropriate the generic term for the entire category of similar functionality.

This works because Interface is, as far as I know, the first app to offer this function, and has the previous three boxes checked. This makes Interface the default app for its function – the one people think of first. The semantic dominance wins market share in people’s minds.

So we can see that Scott did indeed make sure the name of his app was highly persuasive.

How can we use this information? DuckDuckGo.com, if you are reading this, you need to start popularizing the term “D-Go” to refer to searching on your site.

What Exactly is a Paraliminal “Sleep Learning Track” And How Do They Work?

The Paraliminal series of personal enhancement sessions (which it’s no secret that I recommend) always consist of 4 tracks:

  1. Intro and setting intention
  2. Induction
  3. Sleep Learning Track
  4. Conclusion

Let’s walk through this format to understand better how it effectively engages our whole mind and body to make welcome changes in our lives.


To start, we bring our attention from wherever it was, to the subject at hand. The topic is introduced, with a lot of pacing, and a question is often asked to bring to mind what you want from this particular learning session. Doing so sets the intention and framing for the change work that follows, and allows a single paraliminal to be effective for many different aspects through repeated listening. Paraliminals usually take you through a process, so it is often useful to go through that process several times with different intentions. For example, the New History Generator takes you though a review of a past series of events to neutralize their negative emotions, so you could listen once for sad events, again for negative internal dialogue, a third time for when your parent did that thing that still affects you, etc. Each listen of Letting Go you can release a different burden. So each listen of a paraliminal should effect change and resolve a new aspect.


During this track we are comfortably led to a state of mind and body where our attention is highly focused, our body is relaxed, and our entire mind is engaged. This feels good!

Sleep Learning Track

Once we are experiencing a proper state, the sleep learning track uses that state to effect change. During this session, multiple voices will weave stories together. Each voice might have a complete metaphoric journey embedded with trance language, belief change work, resource gathering, positive suggestions, and other process language. One fascinating aspect is that the stories often converge and cross over, so instead of 2 sessions, we get 3 or more. The multiple voices can overload our conscious mind, which engages everything else available to us.

Here’s an example I just made up. First let’s read them one at a time.

L: “Once there was a traveler… who knew just where to go… to get the most benefit… for this time that you’ve set aside… now.”

R: “When you think about a special place… a place of relaxation… of healing and rejuvenation… a place you can go… now.”

Now let’s read them together.

Left voice Right voice
Once there was a traveler…
When you think about a special place…
who knew just where to go…
a place of relaxation…
to get the most benefit…
of healing and rejuvenation…
for this time that you’ve set aside…
a place you can go…
now. now.

Both voices say “now” at the same time, because when you give the mind instructions by this, you often need to tell them when to do it.

All of this works together, and it tends to feel fantastic!


This track comfortably and smoothly brings us back into a typical waking state. We integrate our new internal environment and come back “refreshed and ready to go!”

Nearly all of the paraliminals follow this structure, and by understanding the structure, we can better understand how they work to bring about changes you desire in your own life.


Jason’s One-Card Stud Poker Model of Human Mating, And How to Hack It For Benefit

Jason’s one-card stud poker model of human mating goes like this:

Imagine you are seated at a poker table with both sexes in attendance. The dealer shuffles the deck and says, “This game is called one-card stud poker. You each draw a single card and, without looking at it, hold it up on your forehead where everyone can see it but you. Then the betting begins.” What a strange game, you think. I don’t know my own card’s ranking, but I know everyone else’s.

This, in a nutshell, is the situation in humans. For most of our evolution, we had no direct awareness of ourselves or our appearance or desirability as a mate. For men this wasn’t a big problem: attempt to mate with every female and see which ones accept. But for females, whose required investment in the gestation, birth, and early childhood in their offspring was much greater, this posed an evolutionary problem: how did our female ancestors know if the male attempting to mate with her was a good genetic investment relative to her own? If she held out for a male that was too far out of her league, she risked losing fertile time and missing out on mating. If she mated with inferior males, she risked bearing inferior offspring. What was a Paleolithic girl to do?

So females evolved a mechanism to determine whether a particular male was a step up, and worth their time, or a step down, whom they should avoid: whether or not that male was willing to spend effort to mate with her, or whether he could take her or leave her. Remember, this was a time before mirrors and before awareness of self, so women could not directly evaluate their own attractiveness.

So when a male begged and groveled, offered her gifts, and hung around her, waiting for a chance, she knew he perceived her as a step up for him, and that she could probably do better. But the male who could take her or leave her must have better mating options than she presented, and thus he would likely be a step up for her offspring.

And don’t we still see this in effect today? Men who are “assholes” frequently get attractive women because since he can treat her badly, he must have better options and she would do well to mate with him. The disinterest gay men have for women often makes women find them irresistible. And those men who beg and wait around get put in the friend zone where there is little or no mating.

So men, if you want to get more attractive women, learn to cultivate a romantically detached manner. You are aware of her, and there might be some interest, or even rituals like dating, but you aren’t attached to her attractiveness and you certainly aren’t going to wait around for her or, god forbid, beg. At the end of the day, you can take her or leave her because you have better mating options. It’s not a one variable interaction, but you can certainly stack the deck in your favor by hacking this feature of human evolution.