Why am I passionate about this?

After years of struggling to start my own business, I had a revelation that changed everything for me. The best marketers weren’t marketers—they were resourceful punks, propagandists, cult leaders, and other assorted riff-raff. I began to adopt their tactics, and I started having some success—first as a freelance copywriter and then as a marketing agency owner. Ever since, I’ve been obsessed by the weird psychology we fall into when we’re with other humans and how people can hack that psychology to make others do what they want. 


I wrote

The Hype Handbook: 12 Indispensable Success Secrets From the World's Greatest Propagandists, Self-Promoters, Cult Leaders, Mischief Makers, and Boundary Breakers

By Michael F. Schein,

Book cover of The Hype Handbook: 12 Indispensable Success Secrets From the World's Greatest Propagandists, Self-Promoters, Cult Leaders, Mischief Makers, and Boundary Breakers

What is my book about?

Never in history have people been so susceptible to propaganda and persuasion as they are now. Hype truly runs our…

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The books I picked & why

Book cover of Trust Me, I'm Lying: Confessions of a Media Manipulator

Michael F. Schein Why did I love this book?

This was the book that kicked off my obsession with mind control, social psychology, and media hacking. Ryan Holiday is one of the modern era's best marketers, and he's a pretty great writer as well. When he ran the marketing at American Apparel (at twenty-something), he took hype to new heights.

A small list of some of his stunts: Hiring a porn star to pose in nothing but socks in an ad for a clothing company, secretly defacing his own clients' billboards to generate publicity, and provoking a famous Internet media startup legend to threaten to punch him in the face in order to drive up book sales.

In this book, he reveals all his tricks while delivering a scathing critique of the broken system that let him do what he did.

By Ryan Holiday,

Why should I read it?

3 authors picked Trust Me, I'm Lying as one of their favorite books, and they share why you should read it.

What is this book about?

You've seen it all before. A malicious online rumor costs a company millions. A political sideshow derails the national news cycle and destroys a candidate. Some product or celebrity zooms from total obscurity to viral sensation. What you don't know is that someone is responsible for all this. Usually, someone like me.

I'm a media manipulator. In a world where blogs control and distort the news, my job is to control blogs-as much as any one person can.

IN TODAY'S CULTURE... Blogs like Gawker, BuzzFeed, and The Huffington Post drive the media agenda. Bloggers are slaves to money, technology, and…


Book cover of The Crowd: A Study of the Popular Mind

Michael F. Schein Why did I love this book?

It was during the earliest days of the first Trump campaign, and I was reading this one-hundred-plus-year-old book with one of the first debates playing in the background. It felt like he had used this book as his operating manual (although I'm almost positive he never read it). When I got home, I started telling my friends, "I think this guy could win." They thought I was crazy. The rest was history.

This book is the definition of timeless. Le Bon was remarkably perceptive about what makes groups of people react in certain ways and how leaders can get them to do their bidding. 

By Gustave Le Bon,

Why should I read it?

2 authors picked The Crowd as one of their favorite books, and they share why you should read it.

What is this book about?

One of the most influential works of social psychology in history, The Crowd was highly instrumental in creating this field of study by analyzing, in detail, mass behavior. The book had a profound impact not only on Freud but also on such twentieth-century masters of crowd control as Hitler and Mussolini — both of whom may have used its observations as a guide to stirring up popular passions. In the author's words, "The masses have never thirsted after the truth. Whoever can supply them with illusions is easily their master; whoever attempts to destroy their illusions is always their victim."…


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Book cover of Resting Places

Resting Places by Michael C. White,

Resting Places follows one woman’s journey after the devastating news of her son’s death. Elizabeth ekes out a lonely and strained relationship with her husband while trying to lose her grief in alcohol. A chance meeting with a man on the side of the road spurs her to travel cross-country…

Book cover of The Art of Seduction

Michael F. Schein Why did I love this book?

I have to admit it: I’m pretty sure I bought this book in my early twenties with less-than-pure intentions. It didn’t end up doing much for my romantic life, but it changed the way I think forever after.

In writing about how to get attractive people to fall into your arms (and into your bed), Robert Greene makes no distinction between seducing an individual and seducing an audience of millions. It’s one of those books that makes you feel like you want to take a shower. Then again, most of my favorite books make me feel that way.

By Robert Greene,

Why should I read it?

2 authors picked The Art of Seduction as one of their favorite books, and they share why you should read it.

What is this book about?

A fascinating inside look at the nature of seduction uses a vast array of sources, from Freud and Nietzsche to Cleopatra and Josephine Bonaparte, to uncover the truth about this important feature of the human animal.


Book cover of They Call Me Supermensch: A Backstage Pass to the Amazing Worlds of Film, Food, and Rock'n'Roll

Michael F. Schein Why did I love this book?

If you want to read about how to make hype happen while making people happy, check out Shep Gordon’s autobiography. This book played a big part in making me realize that hype can be used as a force for good as well as evil. At the very least, it can add a whole lot of color to the world.

Shep Gordon had no connections and no money when he started out as a manager in the entertainment industry. But somehow, he managed to turn Alice Cooper into an international superstar, resurrect the career of a Vaudeville legend, and singlehandedly create the celebrity chef movement. This guy continues to inspire me. 

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Book cover of Our Least Important Asset: Why the Relentless Focus on Finance and Accounting is Bad for Business and Employees

Our Least Important Asset by Peter Cappelli,

Why is it that the way companies are managing employees seems to have gotten worse over time - less training, career development, job security, more stress, and so forth? It is not a push for greater efficiency. These practices end up being more expensive and less efficient.

Two factors provide…

Book cover of Charlatan: America's Most Dangerous Huckster, the Man Who Pursued Him, and the Age of Flimflam

Michael F. Schein Why did I love this book?

This one is a pure a page turner. It’s about a man named “Dr.” John R. Brinkley who became one of the richest people in the country by selling a procedure in which he transplanted goat testicles into healthy adult males. He was responsible for the deaths of nearly fifty people, came a few votes shy of becoming governor of Arkansas, and more or less invented modern marketing. What’s not to like?

Explore my book 😀

The Hype Handbook: 12 Indispensable Success Secrets From the World's Greatest Propagandists, Self-Promoters, Cult Leaders, Mischief Makers, and Boundary Breakers

By Michael F. Schein,

Book cover of The Hype Handbook: 12 Indispensable Success Secrets From the World's Greatest Propagandists, Self-Promoters, Cult Leaders, Mischief Makers, and Boundary Breakers

What is my book about?

Never in history have people been so susceptible to propaganda and persuasion as they are now. Hype truly runs our world. Imagine if you could generate and leverage hype for positive purposes―like legitimate business success, helping people, or effecting positive change in your community. 

Citing the latest research in psychology, sociology, and neuroscience, this book breaks the concept of hype down into a simple set of strategies, skills, and techniques―drawn from the world’s most effective hype artists, including American propagandist Edward Bernays, original Rolling Stones manager Andrew Loog Oldham, celebrity preacher Aimee Semple McPherson, and Spartan Race founder Joe De Sena. Whatever your temperament, education, budget, background, or natural ability, The Hype Handbook delivers everything you need to apply the most powerful tools of persuasion.

Book cover of Trust Me, I'm Lying: Confessions of a Media Manipulator
Book cover of The Crowd: A Study of the Popular Mind
Book cover of The Art of Seduction

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