- [0:00] – Introduction to this episode’s guest, Michael F. Schein.
- [3:15] – Michael shares his background, explaining how he got into the business he’s involved in now and why he wrote The Hype Handbook.
- [5:51] – Melina praises The Hype Handbook, pointing out that she loves the connections that it makes throughout history.
- [8:29] – Melina and Michael comment on the problem with trying to copy what others have done in that it’s not going to be innovative when you do it.
- [10:48] – Michael explains why he used the word hype in his book title and what the word means to him, giving hip hop music as an example of something that has had to use hype to succeed.
- [13:18] – Melina mentions her favorite TED talk and talks about the importance of appreciating your first follower.
- [14:02] – Michael offers abstract art as an example of something that was generally hated when it first came out but is now so popular it’s almost mundane.
- [15:48] – Michael discusses the first strategy from the book – make war, not love – emphasizing that it’s the foundation on which the other 11 strategies are built.
- [19:04] – Michael suggests positioning yourself against an idea that a lot of people seem to share in your industry, which you fundamentally disagree with (there are followers waiting for whomever is first to speak up).
- [20:10] – Michael shares Basecamp as an example of how positioning yourself against ideas works and is powerful.
- [22:56] – Melina points out that even though Basecamp is user friendly, some people do still prefer more complex systems.
- [24:15] – Michael expounds upon another one of his strategies – packaging and branding.
- [26:18] – We learn that we should focus on our weaknesses rather than our strengths and see if there is a way to turn the weaknesses into strengths.
- [28:47] – Melina and Michael agree that confidence in things such as pricing is crucial.
- [30:55] – Michael mentions his Psychology Today article in which he named The Brainy Business as the #1 psychology podcast businesspeople should listen to.
- [33:44] – Michael provides his insight on survivorship bias and the importance of hyping yourself up.
- [36:24] – Michael offers Tony Robbins as an example of someone who fits his strategy of embracing theater and drama.
- [38:14] – Michael explains his strategy of making things scientific and using facts and figures in an interesting way.
- [40:16] – Michael provides an example of branding yourself as an expert by using scientific lingo.
- [42:58] – Michael comments on behavioral economics and how Melina has made use of it using his first strategy: make war, not love.
- [45:01] – We learn about how Simon Sinek has used a simple slogan to sell his ideas.
- [47:27] – Michael further discusses Sinek and his video about millennials.
- [50:00] – We discover how we can connect with Michael online by joining HypeReads (and many more links in the list below)
- [51:28] – Melina encourages everyone to reflect on whether or not Michael’s take on hype has changed how you think of it.
- [55:16] – Melina shares an interesting story about Michael’s serendipitous timing in reaching out as she completed her new book, What Your Customer Wants (And Can’t Tell You). Now on presale – will you help spread the word?
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More from The Brainy Business:
- 🎉🎉🎉 Preorder Melina’s new book, What Your Customer Wants
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- Melina’s John Mayer Pandora Station! Listen to what she listens to while working.
Get the Books Mentioned on this Episode:
- The Hype Handbook
- The Obstacle Is the Way: The Timeless Art of Turning Trials into Triumph
- Start with Why
Connect with Michael:
Past Episodes and Other Important Links:
- “21 Psychology Podcasts Every Businessperson Should Listen To”
- Derek Sivers – “How to Start a Movement” (TED Talk)
- Simon Sinek – “How Great Leaders Inspire Action” (TED Talk)
- Simon Sinek – “Millennials in the Workplace”
- Episode 19 – “Herding: Come on and Listen… Everyone Else Is Doing It”
- Episode 16 – “Framing: How You Say Things Matter More than What You’re Saying”
- Episode 32 – “The Overwhelmed Brain and Its Impact on Decision Making”
- Episode 45 – “Overview of Personal Biases”
- Episode 110 – “Survivorship Bias: Stop Missing What’s Missing”
- Episode 123 – “Get Your D.O.S.E. of Brain Chemicals”
Check out (and preorder!) my upcoming book, Unlocked, on Amazon, Bookshop, and Barnes & Noble.
If you are outside the US, please complete this form to be first to know when the book is available near you AND to help show there is a presence in your country to speed along international agreements and get it to you faster!