Hi welcome back to the personality hacker

podcast my name is Jill Mark Witt and I'm Antonio Dodge last week I had an

interesting conversation with Michael F Shine, who's on the podcast today. Welcome Michael to the show.

Hey Joel, hey Antonia, it's great to be here.

Michael has just written a book at the time of this recording called The Hype Handbook.

Twelve indispensable success secrets from the world's greatest propagandists, self-promoters, cult leaders,

mischief makers, and Boundary Breakers.

And as an ENFP personality type, when I saw that title, I went,

oh my goodness, this is the Handbook of my life.

This looks fantastic. And I had the conversation with you last

week Michael and I said hey would you be willing to come on the show and talk a little

about your new book and maybe a concept or two out of it we could unpack today on the

show and I thought that would be a good idea so you're here

So tell us a little about yourself where are you coming from Michael? What's what is your story?

So I'll try to give you the cliff Notes version if people still know what Cliff Notes are.

But, you know, I never, I own a marketing agency or a hype agency as I like to call it and I'm a writer, but I never thought I would be in business. I wanted to do something artsy. I wanted to write novels and playing bands and I did that I after college played in a band and you know even though I probably wasn't talented enough to to make it big we drummed up a lot of attention we used to sell out clubs and get our name in the press a bunch but I eventually had to get a job and I was in the corporate world you know for the better part of a decade and then I left that and became a freelance copywriter and I thought because I was a good writer and people had always told me I was a good writer that I would, you know, just get clients and get customers and that didn't happen. I almost burned through all my savings and I tried to read every sales and marketing book that was out there did nothing for me.

I was very bad at that, ironically.

And so then I thought back to my band's days

and how we used to pack clubs by doing kind of benevolent mischief,

all kinds of antics to get ourselves,

you know, in the press, in the alternative papers,

you know, various places.

...