Michael F. Schein is the Head Hype Man at MicroFame Media, a company that specializes in making consultants and coaches famous in their fields. His writing has appeared in Fortune, Forbes, Inc., Psychology Today, and Huffington Post, and he is a speaker for international audiences spanning from the northeastern United States to the southeastern coast of China. His book The Hype Handbook: 12 Indispensable Success Secrets From the World’s Greatest Propagandists, Self-Promoters, Cult Leaders, Mischief Makers, and Boundary Breakers published by McGraw Hill, appears wherever books are sold.

Mentioned in this Episode:

• Michael Schein on the Grounded Content Podcast
• Basecamp
• Rework book by basecamp
• Brene Brown on Vulnerability
• Louis CK on airplane wifi

Time Codes:

(3:26) - What is hype?
(5:42) - When did hype become something you wanted to dedicate your career to?
(8:59) - How should the everyday person be thinking about hype?
(12:26) - How does someone find the right audience for their message?
(15:06) - “Make war, not love.”
(20:22) - How does someone pick fights if they don't like conflict?
(23:43) - Do you have exercises for this?
(24:57) - “Create your own secret society.”
(31:27) - Re-thinking how you network.
(44:42) - What type of language resonates most with people?
(49:37) - How can people add theatricality to a business setting?
(55:28) - Michael’s take on the phrase “Under-promise & Over-deliver.”
(1:04:10) - Where can people find you?