The HYPE Formula: How Michael Schein Builds Instant Authority
Despite what many people think, going viral is NOT luck. According to Michael Schein, author of The Hype Handbook, it's a formula, and it starts with picking a fight, not with a person, but with an idea everyone else has agreed to accept without question.
In this conversation, Howie Chan sits down with Michael to unpack how he turned himself from a broke, forgettable marketing copywriter into an in-demand ghostwriter and hype strategist, using the same psychological principles that built cult followings, packed stadiums, and turned unknown authors into household names. He explains why the advice to niche down is usually wrong, why almost every credible expert eventually needs a Bible, a foundational book that gives followers something to rally around, and why the fastest way to build an audience is to strategically borrow someone else's.
You'll learn why picking the right fight matters more than being liked, how to find a hyper-specific niche instead of a generic one, what separates a ‘Bible’ from an ordinary business book, and how to build a secret society of powerful connections.
Chapters:
00:00:00 Why Opposition Builds a Tribe Faster Than Merit
00:08:36 The Alice Cooper Billboard That Broke London
00:11:43 Picking a Fight with an Idea, Not a Person
00:15:28 How to Dig Past the Generic Answer
00:17:19 The Niche Myth
00:22:53 Life After Writing the ‘Bible’
00:26:45 A Regular Business Book Versus a ‘Bible’
00:30:19 When Hype Goes Too Far
00:32:09 Build a Secret Society
00:41:19 Should You Write a Book?
00:43:42 Self-Publishing Versus Traditional Publishing
00:51:42 Final Advice: Own What You're Against
From Michael Schein:
Mentioned in this episode:
How to Ask for What You Want: The Skill Mark V Hansen Used to Sell 500M Books (after 144 rejections) (August 18)
Your Expertise Deserves to Be Known
The Behavioring Lab is a new community for experienced professionals who want to build a professional brand that gets them known, trusted, and chosen by the right people.
The Influence Anyone Podcast
The #1 podcast on applied influence psychology. Each episode, Howie Chan, a veteran brand and behavior strategist sits down with world experts and practitioners to uncover the hidden psychology that helps you influence yourself (mastering your mindset, habits, and decisions) and get buy-in from others (your team, clients, and audiences.) Together, we turn science into playbooks you can apply to lead, persuade, and create extraordinary success.
New episodes weekly. Subscribe and start influencing with intention.
