Influencers have always deployed the power of hype to get what they want. But 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. Michael F. Schein teaches you how. Citing the latest research in psychology, sociology, and neuroscience, Schein breaks the concept of hype down into a simple set of strategies, skills, and techniques - and illustrates his methods through stories of the world's most effective hype artists.