See our interview with Michael F. Schein Michael F . Schein Founder and CEO of MicroFame Media , a renowned marketing and strategy agency . With a passion for storytelling and marketing , Schein has established himself as a leading authority in crafting compelling narratives for businesses and individuals . Writer of " The Hype Handbook : 12 Indispensable Success Secrets from the World ' s Greatest Propagandists , Self - Promoters , Cult Leaders , Mischief Makers , and Boundary Breakers ". In his book , Schein explores the tactics used by influential historical figures and applies them to modern - day marketing and branding strategies . CEO of MicroFame Media