Scrutinizing Hype: Powerful lessons from The Hype Handbook with Michael F. Schein (opens in new tab)

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 po...