The Hype Handbook

"The Hype Handbook" by Michael F. Schein explores how to harness the power of hype for positive purposes, such as success, community building, and social change. Drawing on insights from psychology, sociology, and neuroscience, the book presents 12 fundamental strategies for creating and leveraging hype effectively. Through stories of influential hype artists, the author illustrates practical methods to attract attention, foster communities, and deliver compelling messages.