March 31, 2021

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



Michael Schein: 

You can download Michael’s recommendations on hype ideas at 

Access to Anyone podcast: 

George Orwell’s Nineteen Eighty-Four: 

Aldous Huxley’s A Brave New World: 

Tim Ferriss: 

Anarchist Cookbook: 

Shep Gordon: 

“Wall Street” movie: 

Wembley Stadium: 

Frans de Waal Capuchin Monkey Experiments:


Behavioral Grooves Patreon: 


Musical Links

Black Flag “Nervous Breakdown”: 

Violent Femmes “Blister in the Sun”: 

David Bowie “Modern Love”: 

Alice Kooper “No More Mister Nice Guy”: 

Ministry “Jesus Built My Hotrod”: 

Dead Milkmen “Punk Rock Girl”: 

Sonic Youth “Superstar”: 

California Raisins “Heard it Through the Grapevine”: 

WWF “Land of A Thousand Dances”: 

Whitney Houston “I Will Always Love You”: 

Boomtown Rats “I Don’t Like Mondays”: 

The Specials “Monkey Man”: 

Sex Pistols “God Save The Queen”: 

The Clash “Rock the Casbah”: 

Husker Du “Camden Palace”: 

The Replacements “I Will Dare”: 

Depeche Mode “Personal Jesus”: 

The Dead Kennedy’s “In God We Trust”: 

Joy Division “She’s Lost Control”: 

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