Scrutinizing Hype: Powerful lessons from The Hype Handbook with Michael F. Schein

Michael F. Schein is a hype specialist and the author of The Hype Handbook: 12 Indispensable Secrets from the World’s Greatest Propagandists, Self-Promoters, Cult Leaders, Mischief Makers, and Boundary Breakers. He is also the founder and president of MicroFame Media, a marketing agency that specializes in making idea-based companies famous in their industries.  We caught up with Michael recently to talk about his book about how hype can be a very good thing. In and of itself, hype can be a powerful tool of promotion and its bad reputation may be well deserved, but it’s not carved in stone. Hype has a place in a world abundant with choice and Michael has some ideas on how to use hype to cut through a crowded field.  Michael offers some tips on how to manage your way – ethically – through the world of hype to help you and your ideas breakthrough.  We also talked about Tim Ferriss’s claim on the world kickboxing championship, and we discussed which world would be a better world to live in: a world that was imagined in George Orwell’s Nineteen Eighty-Four, or Aldous Huxley’s A Brave New World. Buckle up, Buttercups!    © 2021 Behavioral Grooves   Links Michael Schein: https://michaelfschein.com/  You can download Michael’s recommendations on hype ideas at www.hypereads.com/list  Access to Anyone podcast: https://www.accesstoanyonepodcast.com/  George Orwell’s Nineteen Eighty-Four: https://en.wikipedia.org/wiki/Nineteen_Eighty-Four  Aldous Huxley’s A Brave New World: https://en.wikipedia.org/wiki/Brave_New_World  Tim Ferriss: https://en.wikipedia.org/wiki/Tim_Ferriss  Anarchist Cookbook: https://en.wikipedia.org/wiki/The_Anarchist_Cookbook  Shep Gordon: https://en.wikipedia.org/wiki/Shep_Gordon  “Wall Street” movie: https://en.wikipedia.org/wiki/Wall_Street_(1987_film)  Wembley Stadium: https://en.wikipedia.org/wiki/Wembley_Stadium  Frans de Waal Capuchin Monkey Experiments: https://www.youtube.com/watch?v=meiU6TxysCg   Behavioral Grooves Patreon: https://www.patreon.com/behavioralgrooves    Musical Links Black Flag “Nervous Breakdown”: https://www.youtube.com/watch?v=302oEzSPCqE  Violent Femmes “Blister in the Sun”: https://www.youtube.com/watch?v=JE-dqW4uBEE  David Bowie “Modern Love”: https://www.youtube.com/watch?v=jLMUZahN7NU  Alice Kooper “No More Mister Nice Guy”: https://www.youtube.com/watch?v=KN6ngThqMEs  Ministry “Jesus Built My Hotrod”: https://www.youtube.com/watch?v=IpPOX6-sP7g  Dead Milkmen “Punk Rock Girl”: https://www.youtube.com/watch?v=yF7fgEMrk0k  Sonic Youth “Superstar”: https://www.youtube.com/watch?v=Y21VecIIdBI  California Raisins “Heard it Through the Grapevine”: https://www.youtube.com/watch?v=UShiwymsX0w  WWF “Land of A Thousand Dances”: https://www.youtube.com/watch?v=oHZCcu9ltcs  Whitney Houston “I Will Always Love You”: https://www.youtube.com/watch?v=mK4hweZRU0k  Boomtown Rats “I Don’t Like Mondays”: https://www.youtube.com/watch?v=FcZW0GFLSdw  The Specials “Monkey Man”: https://www.youtube.com/watch?v=49FbSq_JNeQ  Sex Pistols “God Save The Queen”: https://www.youtube.com/watch?v=02D2T3wGCYg  The Clash “Rock the Casbah”: https://www.youtube.com/watch?v=bJ9r8LMU9bQ  Husker Du “Camden Palace”: https://www.youtube.com/watch?v=gsGw8DyWkik  The Replacements “I Will Dare”: https://www.youtube.com/watch?v=o4ynSTN8bkc  Depeche Mode “Personal Jesus”: https://www.youtube.com/watch?v=u1xrNaTO1bI  The Dead Kennedy’s “In God We Trust”: https://www.youtube.com/watch?v=_bqIS0n64Ig  Joy Division “She’s Lost Control”: https://www.youtube.com/watch?v=FD2SfQJOK08