With tons of competition, what would you use to have your business stand out?
Michael F. Schein has found the answer, and it has to do with Hype.
You might think hype is bad, but in Michaels’s book, The Hype Handbook, he shares a number of case studies that show how hype can help businesses rise above the competition.
Timestamps
- 00:00 - Videogram
- 00:58 - Introduction
- 01:46 - Michael introduces himself
- 02:53 - What he feels when he is writing
- 06:30 - The reason he wrote The Hype Handbook
- 08:50 - How Alice Cooper advertised their show in England
- 11:45 - How to distinguish different types of signals
- 16:48 - The healthy state of being
- 18:43 - Creating a secret society is a cultist-like nature
- 21:45 - The danger in stretching things too far
- 26:09 - Considering opportunity cost
- 27:48 - Bad decisions are necessary
- 27:58 - His biggest Business failure and the lessons he learned from it
- 30:53 - Sensing people that are trying to "Fake it till they make it"
- 33:49 - Contacting Michael
- 35:14 - Conclusion
