Several years ago, I had the pleasure of participating in a lively discussion at the New York Public Library on the topic of podcasting. Schein-Episode-361.png?ssl=1"> On the panel with me were two other podcasters, one of whom has since written a book, and an incredibly stimulating book it turned out to be. When the organizer of that event recently reintroduced us, I knew I had to have him on the show. His name is Michael F. Schein and his new book, released in January, is called The Hype Handbook: 12 Indispensable Success Secrets From the World’s Greatest Propagandists, Self-Promoters, Cult Leaders, Mischief Makers, and Boundry Breakers. In short, Michael’s book suggests that if you’re a business owner, entrepreneur, executive, artist, activist, or thinker who can honestly say that you are truly trying to make the world a better place, it is your moral imperative to learn how to harness raw emotion and irrational thinking to your benefit. If you’re uncomfortable promoting you and your own work but, deep down, know you need to, get this book now! I hope you’ll click the play button below to learn more about Michael and his work. For a summary, just keep scrolling. Join in on our chat below Subscribe: Apple Podcasts | Stitcher | RSS In today’s episode, Michael and I chat about: * The concept of picking a fight as well as the importance of picking the right enemy* The advantages of talking differently than most of us do about our own accomplishments* The so-called “science” of hype* And plenty more! Michael’s New Book You can order your copy of The Hype Handbook: 12 Indispensable Success Secrets From the World’s Greatest Propagandists, Self-Promoters, Cult Leaders, Mischief Makers, and Boundry Breakers right now. Consider Pre-Ordering My New Book Too! Read to Lead: The Simple Habit That Expands Your Influence and Boosts Your Career by Jeff Brown and Jesse Wisnewski, coming August 31, 2021! Books Michael Recommends The Crowd: A Study of the Popular Mind by Gustave Le Bon Brainwashing: The Science of Thought Control by Kathleen Taylor Check Out These Additional Resources Grab a copy of Michael’s