Scrutinizing Hype: Powerful lessons from The Hype Handbook with Michael F. Schein

Michael F. Schein is a hype specialist and the author of The Hype Handbook. We talk to Michael about his book about how hype can be a very good thing. In and of itself, hype can be a powerful tool of promotion and its bad reputation may be well deserved, but it’s not carved in stone. Hype has a place in a world abundant with choice and Michael has some ideas on how to use hype to cut through a crowded field.