What makes a topic INVITING and INTERESTING?

I am listening to an audio book about being interesting and the first impression I am getting is that De Bono resources may have a variety of correlations identified about how we perceive things "interesting."
Unfortunately I do not have the book and my Mp3s are on "Shuffle" so not yet have the structure down in visual format on this topic yet. However I do have a timely project on hand so if anyone has a written reference on this topic to point me to and /or share I would appreciate it.
Thanks
Z