Michael F. Schein is a writer, speaker, and founder of the marketing agency, MicroFame Media. In his new book, The Hype Handbook, he explores the antics of historically successful “hype artists”—cult leaders, music promoters, propagandists, etc.—to extract 12 common strategies that get people excited about and committed to new ideas.

In our conversation, we talk about how “hype” is or is not the same as “persuasion,” how much we’re able to learn from stories of historical hype artists, and the ethical and practical limits of hype.

Check out my new audio course on Knowable: "The Science of Persuasion."

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