S 01 | Ep 4 Hyping Up Idea - Driven Businesses Michael Schein joins Experience - Focused Leaders to explore what rock managers , cult leaders , and savvy entrepreneurs have in common when it comes to building momentum for their ideas . Drawing on years of research across biography , crowd psychology , and mass persuasion , Michael argues that great content alone rarely breaks through . What separates ideas that spread from ones that fall flat is the strategic layering of theater , positioning , and human psychology around them . He walks through case studies ranging from the Rolling Stones deliberately positioning themselves as the anti - Beatles , to Elon Musk turning electric cars into a status symbol before making them widely affordable . One of the episode ' s sharpest insights is about framing new ideas . When something is truly novel , wrapping it in familiar language dramatically lowers the barrier to adoption . When something is not that novel , it needs flash and theater to seem weightworthy . Michael also shares his recommended reading for anyone serious about persuasion and communication , including Gustav Le Bon ' s century - old work on crowd psychology , which he credits as the spark behind the book .