Most of us attribute a negative connotation to hype, bringing to mind snake-oil salesman, propaganda, and con artists. This week, Michael F. Schein, author of The Hype Handbook, talks to us about his strategies to use hype for good. He shares with us his pillars for leveraging our behavioral instincts to generate hype for outcomes that have deeper meaning and purpose. Going back to his days as a punk rock musician and his attempts at fame by snagging a spot for his band at the famed Apollo Theater to his more recent gambits coming up against some of the heavyweights in business and social media, Michael keeps us on the edge of our seat with brilliant tactics.

We have a lively discussion about why our brains are so susceptible to hype and some of the less than favorable hype artists who have successfully permeated our consciousness. You'll discover some great ideas and ways in which to become your own hype artist!

What's On Your Nightstand:

Homo Ludens: A Study of the Play-Element in Culture by John Huizinga

Awakenings (Prime Video)

Inventing Anna (Netflix)