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The Conscious Consultant Hour

Thursday, December 17, 2020
17
Dec
Facebook Live Video from 20200/12/17 - Do You Need A Hype Handbook?

 

20200/12/17 - Do You Need A Hype Handbook?

[NEW EPISODE] Do You Need A Hype Handbook?

This week, on The Conscious Consultant Hour, Sam welcomes Founder, President and Author, Michael  Schein.

Michael Schein is the founder and president of MicroFame Media, a marketing agency that specializes in making idea-based companies famous in their fields. Some of his clients have included eBay, Magento, The Medici Group, University of Pennsylvania, Gordon College, University of California Irvine, United Methodist Publishing House, Ricoh, LinkedIn, and Citrix.

His writing has appeared in Fortune, Forbes, Inc., Psychology Today, and Huffington Post, and he is a speaker for international audiences spanning from the northeastern United States to the southeastern coast of China. His book The Hype Handbook: 12 Indispensable Success Secrets From the World’s Greatest Propagandists, Self-Promoters, Cult Leaders, Mischief Makers, and Boundary Breakers, appears everywhere books are sold on January 12, 2021

Tune in for this enlightening conversation at TalkRadio.nyc or watch the Facebook Livestream by clicking here.


Show Notes

Segment 1

Sam opens his last episode of 2020 by going into detail on what is truly important. This involves moving ourselves in the direction of what makes us grow. Our spirit will guide us because we are designed to follow our dreams and live a joyful, abundant, energetic life. When we follow our dreams, this is when we have the least resistance. Which is the goal isn’t it? Sam helps guide his listeners on a journey by motivating them to quiet the nay-sayers around them and go with their own intuition. Sam shares it won’t always be easy, but it will lead you to happiness.

Segment 2

Sam welcomes Founder, President and Author, Michael Schein. Michael tells the story of how he found himself deep into the corporate world after his dreams had quote on quote “failed.” After years of moving up the corporate ladder, Michael decided he had enough savings to quit his position of VP. He found himself wanting more and starting from scratch, which he says took a lot of courage to come to terms with and even more to take action.

Segment 3

Michael talks politics and blames the aftermath of the pandemic on the current president of the United States, President Donald J. Trump. Michael suggests that his opponent in the 2020 election, Vice President Biden, will be able to stop the virus in a way Trump could not. He says he is shocked Trump’s supporters haven’t switched sides because previous presidents lost their supporters over “gas prices.”

Segment 4

Sam asks Michael to share his insight on how someone can cope with the bad things they’ve done. Michael says the most evil person he writes about in his book is Charles Manson. He talks of his time emerging from prison and how he found middle class kids to bounce ideas off of. He used a strategy of asking questions until he essentially guided them into “coming up with” whatever idea he wanted them to. This leads them into deeper discussion of cults.


Transcript

00:04:16.200 --> 00:04:30.570 Sam Liebowitz, The Conscious Consultant: Good afternoon, my conscious co creators. Welcome to another edition of the conscious consultant. Our awakening humanity. I'm very, very pleased that you are all here with me today.

00:04:31.650 --> 00:04:34.380 Sam Liebowitz, The Conscious Consultant: This will be our last show of

00:04:36.540 --> 00:04:56.310 Sam Liebowitz, The Conscious Consultant: Yes, we do take a break for the last two weeks of the year, as we do every year. So this will be our last show for this year but never fear. We will be back. I've got a ton of amazing guests lined up for next year. It's a matter of fact, I'm booked out now with guests until like July, so

00:04:57.480 --> 00:05:06.900 Sam Liebowitz, The Conscious Consultant: We got lots of great people and probably will be booked up all of next year before to too many too much longer, but I have a wonderful guest in store for you today, someone who's

00:05:07.380 --> 00:05:13.830 Sam Liebowitz, The Conscious Consultant: Been on the show in the past and thought it would be good to bring him back on, we'll close out the year my friend Michael

00:05:14.190 --> 00:05:27.420 Sam Liebowitz, The Conscious Consultant: Alright, so let's start off, of course, with our quotes of the day from Mike Dooley in the universe and from Abraham. Let's see what the universe and Abraham have in store for us today.

00:05:28.050 --> 00:05:40.530 Sam Liebowitz, The Conscious Consultant: First from the universe. What if the things you're going through right now we're custom designed to set you up for some really big dreams coming true.

00:05:41.190 --> 00:05:58.080 Sam Liebowitz, The Conscious Consultant: Huge big dreams and I see a million person army of followers who are inspired coming out of this as well. Tally Whoa, the universe. We love our quotes from Mike Dooley in the universe. I think

00:05:59.790 --> 00:06:03.480 Sam Liebowitz, The Conscious Consultant: Trying to maybe not just a little bit.

00:06:04.530 --> 00:06:16.710 Sam Liebowitz, The Conscious Consultant: Into the direction of reminding us that things happen for us and not to us. This is one of the those phrases from my book that that I

00:06:17.730 --> 00:06:34.200 Sam Liebowitz, The Conscious Consultant: Is a quote from my dear friend, Jennifer huff that I will continue to say often and frequently until the entire world has heard it, because I am such a big believer that life does happen for us not to us so

00:06:35.820 --> 00:06:40.230 Sam Liebowitz, The Conscious Consultant: What if we would just adopt the perspective

00:06:41.250 --> 00:06:49.080 Sam Liebowitz, The Conscious Consultant: That what is going on is actually happening for our best interests for our greatest and highest good.

00:06:50.250 --> 00:07:01.740 Sam Liebowitz, The Conscious Consultant: And no matter how difficult how challenging, how much we may feel like we're struggling to get through it. It's actually what we need.

00:07:02.790 --> 00:07:05.400 Sam Liebowitz, The Conscious Consultant: To grow to learn to

00:07:06.870 --> 00:07:11.100 Sam Liebowitz, The Conscious Consultant: Continue. Our, our path of evolution, more than anything else.

00:07:13.650 --> 00:07:28.590 Sam Liebowitz, The Conscious Consultant: What if that were true. I'm not saying it is true. I'm just, I'm just saying, What if we consider it as if it was true, what would you do differently. How would you respond differently to what's around happening around you.

00:07:30.780 --> 00:07:32.730 Sam Liebowitz, The Conscious Consultant: How would you feel differently.

00:07:35.040 --> 00:07:39.450 Sam Liebowitz, The Conscious Consultant: And what if the action, the

00:07:44.010 --> 00:07:45.000 Sam Liebowitz, The Conscious Consultant: The momentum.

00:07:46.380 --> 00:07:53.100 Sam Liebowitz, The Conscious Consultant: What if the words you spoke came from that perspective, how would it shift your life today.

00:07:54.330 --> 00:07:55.830 Sam Liebowitz, The Conscious Consultant: How would you act differently.

00:07:58.320 --> 00:08:06.510 Sam Liebowitz, The Conscious Consultant: How much more gratitude, could you ingrained into your day to day life. If you merely acted as if

00:08:08.790 --> 00:08:11.940 Sam Liebowitz, The Conscious Consultant: This is all designed to help us.

00:08:14.970 --> 00:08:17.490 Sam Liebowitz, The Conscious Consultant: To help you to help me to help us all.

00:08:18.690 --> 00:08:30.300 Sam Liebowitz, The Conscious Consultant: It may not seem like it. You know, we really don't have the perspective right now right here today to really know how things may be serving us or not.

00:08:33.780 --> 00:08:39.600 Sam Liebowitz, The Conscious Consultant: And this is one of the things I often say to people is

00:08:41.160 --> 00:08:47.910 Sam Liebowitz, The Conscious Consultant: We don't know in the moment whether something is quote unquote really good or really bad.

00:08:49.080 --> 00:09:02.130 Sam Liebowitz, The Conscious Consultant: It's only with time and perspective and actually with time. Something can shift from seeing like an awful thing to a good thing back to being an awful thing back to being a good thing. You know, it can really shift a lot so

00:09:03.960 --> 00:09:21.690 Sam Liebowitz, The Conscious Consultant: If we can just remove our judgment for the moment and stop saying, oh my god, this is so bad, or this is so great, but to just let whatever is be what it is, without putting our own opinion on top of it.

00:09:22.770 --> 00:09:25.140 Sam Liebowitz, The Conscious Consultant: Maybe, just maybe,

00:09:27.450 --> 00:09:33.990 Sam Liebowitz, The Conscious Consultant: We can move through life with less stress with a little more ease with a little more

00:09:37.230 --> 00:09:51.450 Sam Liebowitz, The Conscious Consultant: With a little more joy in our life after all. Isn't that what we all want maybe Stephen, a little more fun. That would be good to write. Awesome. And in the end, that million person army of followers, which is what my guest is going to talk about all today.

00:09:52.770 --> 00:10:00.540 Sam Liebowitz, The Conscious Consultant: Will be inspired to come out as well. Alright, an awesome quote from the universe. Let's see what Abraham has for us today.

00:10:01.980 --> 00:10:13.470 Sam Liebowitz, The Conscious Consultant: When a child has a dream and a parent says it's not financially feasible. You can't make a living at that. Don't do it. We say to the child run away from home. Oh.

00:10:14.310 --> 00:10:33.690 Sam Liebowitz, The Conscious Consultant: You must follow your dream. You will never be joyful. If you don't, your dream may change, but you've got to stay after your dreams. You have to Abraham, huh. Okay, so I'm pretty sure Abraham is not telling all the kids out there to run away from home that might be

00:10:34.770 --> 00:10:36.750 Sam Liebowitz, The Conscious Consultant: But it's more about

00:10:37.920 --> 00:10:39.450 Sam Liebowitz, The Conscious Consultant: Following your joy.

00:10:40.740 --> 00:10:42.120 Sam Liebowitz, The Conscious Consultant: It's more about

00:10:43.200 --> 00:10:48.900 Sam Liebowitz, The Conscious Consultant: When we have some kind of dream, something that inspires us something that lights us up.

00:10:50.070 --> 00:10:51.510 Sam Liebowitz, The Conscious Consultant: There's a reason why

00:10:52.980 --> 00:11:00.090 Sam Liebowitz, The Conscious Consultant: And not only is there a reason why it lights us up. But there's a reason why we have that dream in the first place.

00:11:02.010 --> 00:11:27.360 Sam Liebowitz, The Conscious Consultant: And what Abraham is saying here is that by moving in the direction of what lights us up no matter whether we're six years old 16 years old 26 years old or 66 years old. It doesn't matter. We move in that direction, then we're in flow, then we're really following our life's path where

00:11:28.530 --> 00:11:35.820 Sam Liebowitz, The Conscious Consultant: We're moving in the direction that life and and and our spirit wants us to move in, because

00:11:37.800 --> 00:11:45.420 Sam Liebowitz, The Conscious Consultant: We are designed to follow our dreams. We are designed to live a life.

00:11:46.770 --> 00:11:52.020 Sam Liebowitz, The Conscious Consultant: That is joyful abundant energetic lively

00:11:54.690 --> 00:12:00.450 Sam Liebowitz, The Conscious Consultant: And when we're following our dreams, that is. When we have the least amount of resistance.

00:12:01.500 --> 00:12:04.020 Sam Liebowitz, The Conscious Consultant: To what's going on around us to life itself.

00:12:07.440 --> 00:12:18.570 Sam Liebowitz, The Conscious Consultant: So yes, the idea that it you know if if you're your family if if your environment around you is telling you don't follow your dreams, you know, forget it. It's not feasible.

00:12:20.460 --> 00:12:31.140 Sam Liebowitz, The Conscious Consultant: That's their opinion. It doesn't have to be your reality and that oftentimes there was always another way around to that dream.

00:12:32.190 --> 00:12:41.250 Sam Liebowitz, The Conscious Consultant: When I was a kid, pretty much the only dream I had was to become an astronaut. I mean, you know, I was a child of the Star Trek generation.

00:12:42.480 --> 00:12:46.080 Sam Liebowitz, The Conscious Consultant: If, if I wasn't out there, exploring space, you know, what's the point

00:12:47.340 --> 00:12:54.900 Sam Liebowitz, The Conscious Consultant: And then when I was in high school. And again, I've been wearing glasses, since I was in third grade. And when I was in high school I found out at the time.

00:12:55.320 --> 00:13:04.890 Sam Liebowitz, The Conscious Consultant: To become an astronaut. You had to be an Air Force pilot and you had to have 2020 vision. There was no way I was going into the military.

00:13:05.370 --> 00:13:16.200 Sam Liebowitz, The Conscious Consultant: And at the time, there was no LASIK it was none of this stuff for correcting your vision, not to likely that I would get there. And so I kind of lost that dream.

00:13:17.340 --> 00:13:35.550 Sam Liebowitz, The Conscious Consultant: But then when I was in college, and when I graduated college that dream kind of rekindled in that. Well, maybe I can't be an astronaut. But maybe I can do something in the aerospace industry in the space industry and it took a long time, but probably about

00:13:37.890 --> 00:13:41.250 Sam Liebowitz, The Conscious Consultant: 20 something years later.

00:13:42.510 --> 00:13:47.100 Sam Liebowitz, The Conscious Consultant: I finally started a business. It was called Astro Expo Astro works.

00:13:48.210 --> 00:14:01.860 Sam Liebowitz, The Conscious Consultant: That was a web based business for for aerospace companies and and for about seven years I worked in that business and I loved it. I went to all these conferences. It was wonderful.

00:14:03.150 --> 00:14:05.670 Sam Liebowitz, The Conscious Consultant: Until the Shuttle Columbia blew up and then I was like,

00:14:06.720 --> 00:14:09.180 Sam Liebowitz, The Conscious Consultant: No, I'm not going to be able to continue this

00:14:10.260 --> 00:14:25.800 Sam Liebowitz, The Conscious Consultant: But, but it didn't matter because I had gotten close to my dream I touched it. I had, I had moved in that direction. And while I was working on that business. It was some of the most joyful times of my life.

00:14:27.120 --> 00:14:35.820 Sam Liebowitz, The Conscious Consultant: You know, now I've my my dream has changed. I still have dreams, but they're different. And so I'm moving on to other things. However,

00:14:37.770 --> 00:14:42.810 Sam Liebowitz, The Conscious Consultant: Even though I couldn't find that way to like get myself out into space.

00:14:45.060 --> 00:14:59.280 Sam Liebowitz, The Conscious Consultant: I did get into that industry. It's kind of like, you know, everybody wants to be a movies, let's say, people want to be a movie star an actor. They want to be strange but but sometimes some very talented people end up becoming producers, directors.

00:14:59.970 --> 00:15:15.210 Sam Liebowitz, The Conscious Consultant: Production managers, like all kinds of other things. So there's still involved with making movies. They're just not in front of the camera. And so I feel like sometimes we get a little too hung up on a specific role around the dream and not the dream itself.

00:15:16.710 --> 00:15:26.670 Sam Liebowitz, The Conscious Consultant: But when we focus on the dream itself and being involved with it in some way, even if it's not necessarily the most direct or the way we have sort of

00:15:27.360 --> 00:15:43.440 Sam Liebowitz, The Conscious Consultant: Pre determined in our minds as long as we're following our heart, then we're really set up to really live a life of joy and happiness won't always be easy.

00:15:44.400 --> 00:15:54.690 Sam Liebowitz, The Conscious Consultant: Though it's a lot easier than living a life of quiet desperation. It's a lot easier of conforming and fitting into what everyone else wants you to do so.

00:15:56.490 --> 00:16:13.080 Sam Liebowitz, The Conscious Consultant: I encourage you to think about, especially during these next couple of weeks before the new year starts. What are your dreams. WHAT WERE YOUR DREAMS when you were a little kid. Do you have new dreams different dreams. Now, and even if they those dreams. Don't feel so realistic.

00:16:14.790 --> 00:16:16.770 Sam Liebowitz, The Conscious Consultant: What can you do around those dreams.

00:16:18.270 --> 00:16:31.500 Sam Liebowitz, The Conscious Consultant: Meal, maybe if you can't get to the dream directly. What are some indirect ways which you can still follow the dream but not necessarily get so hung up on the dream itself.

00:16:33.120 --> 00:16:45.150 Sam Liebowitz, The Conscious Consultant: Okay, two wonderful, great quotes from Mike Dooley in the universe and from Abraham. I think absolutely. The perfect quotes to set us up for our guest who

00:16:45.600 --> 00:16:54.270 Sam Liebowitz, The Conscious Consultant: You know what I'm gonna, I'm going to take our break a little bit early. And then when we come back, I'm going to introduce my guests. I see on the Facebook Live loyal listeners sin, I

00:16:55.740 --> 00:16:58.530 Sam Liebowitz, The Conscious Consultant: Wishes us all to enjoy the holidays. Thank you. So

00:16:59.670 --> 00:17:05.910 Sam Liebowitz, The Conscious Consultant: If anybody else has comments or questions please comment on the Facebook Live, I'll get to it.

00:17:06.450 --> 00:17:19.050 Sam Liebowitz, The Conscious Consultant: During the show and thank you for tuning in, please stay tuned. Remember you are listening to the conscious consultant. Our awakening humanity we do this live every Thursday, except for the next two weeks.

00:17:19.620 --> 00:17:28.710 Sam Liebowitz, The Conscious Consultant: From 12 noon to 1pm eastern time right here on talk radio dot NYC and all over Facebook Live and we will be right back after these messages.

00:19:43.320 --> 00:19:54.270 Sam Liebowitz, The Conscious Consultant: Welcome back to the conscious consultant. Our awakening humanity. It is now my pleasure to introduce to you, Michael shine, who is the founder and president of micro fame media.

00:19:54.540 --> 00:20:03.420 Sam Liebowitz, The Conscious Consultant: A marketing agency that specializes in making idea based companies famous in their fields. Some of his clients have included eBay.

00:20:04.350 --> 00:20:14.670 Sam Liebowitz, The Conscious Consultant: Magenta the meta he grew up, University of Pennsylvania Gordon College, University of California, Irvine United Methodist publishing house.

00:20:15.540 --> 00:20:29.370 Sam Liebowitz, The Conscious Consultant: RICO LinkedIn and Citrix his writings have appeared in Fortune Magazine Forbes Psychology Today and Huffington Post, and he is a speaker for international audiences spanning from the northeast.

00:20:29.700 --> 00:20:35.280 Sam Liebowitz, The Conscious Consultant: To the south east coast of China. Oh, northeast of the United States of southeast of China.

00:20:35.610 --> 00:20:55.110 Sam Liebowitz, The Conscious Consultant: His book The hype handbook 12 indispensable success secrets from the world's greatest propagandist self promoters cult leaders mischief makers and boundary breakers appears everywhere books are sold in on January 12 next year 2021. Welcome to the conscious consultant. Our Michael

00:20:55.380 --> 00:21:00.600 Michael Schein: It is great to be here. Sam, it gives us a chance to hang out a little bit, which we haven't done in a while.

00:21:00.780 --> 00:21:16.530 Sam Liebowitz, The Conscious Consultant: Yes, yes, yes, this is actually your second time on the conscious consultant hour. So, welcome back. It has been a bit, but for my my audience members and and Patty, I see you also on the Facebook Live. Thank you for joining us. Um,

00:21:17.790 --> 00:21:25.050 Sam Liebowitz, The Conscious Consultant: For those people that don't know you are haven't seen the show yet how long ago, like two, three years ago, probably

00:21:25.080 --> 00:21:26.010 Michael Schein: Something like that, yeah.

00:21:26.040 --> 00:21:26.790 Sam Liebowitz, The Conscious Consultant: Yeah, um,

00:21:27.990 --> 00:21:37.200 Sam Liebowitz, The Conscious Consultant: How did you get into marketing. What, what kind of moved you into this field of like looking at how to help people get their message and their voice out there in the world.

00:21:38.460 --> 00:21:47.490 Michael Schein: So it's interesting. I was really enjoying your take on the quote that you read about following dreams because

00:21:47.880 --> 00:21:58.470 Michael Schein: When you first started, I just thought you were going to kind of talk about how you have to go for your dream, no matter what, if you want to be a underwater basket Weaver, you need to be that no matter what happens, and

00:21:59.670 --> 00:22:02.280 Michael Schein: I never really

00:22:03.480 --> 00:22:19.140 Michael Schein: I, there was a time where I believe that but I I never wanted to own a business or be involved in business. I was allergic to the idea of business and I've come to like it. But, um, I wanted to do something in the arts, particularly writing

00:22:19.770 --> 00:22:37.050 Michael Schein: Um, yeah, even when I was a little kid, five, six years old. As soon as I could read. I wanted to write stories for a living. I didn't know what it was called. I wanted to be a novelist and then I got really interested in music, and I wanted to play in bands, but have sort of theatrical

00:22:37.440 --> 00:22:38.970 Sam Liebowitz, The Conscious Consultant: Songs, I kind of go find

00:22:39.030 --> 00:22:44.100 Michael Schein: The theater and music like Bo. We are some thing like that. And I tried to do that. I left.

00:22:45.660 --> 00:22:50.820 Michael Schein: I left college told my parents. I was going to start a band. They probably

00:22:52.140 --> 00:22:54.840 Michael Schein: Would have run a home run away from home before they

00:22:54.990 --> 00:22:56.790 Michael Schein: Paid for my college tuition, you know,

00:22:57.390 --> 00:23:04.530 Michael Schein: Um, and, and that's what I did. And I was a pretty mediocre singer. I mean, we were kind of punk ish but you know I'm

00:23:05.640 --> 00:23:13.860 Michael Schein: Honestly, it was funny because I was raised in a generation I think that it was just the start of that whole thing was the tail end of Generation X moving into millennials.

00:23:14.250 --> 00:23:22.350 Michael Schein: Where it went from like, get out of here, kid to like you can be anything you want. And so I figured since I wanted this. It's something I could do. And ironically, though.

00:23:22.890 --> 00:23:29.580 Michael Schein: It obviously didn't work out. But we got a lot farther than in retrospect we had any business.

00:23:30.480 --> 00:23:40.920 Michael Schein: Of getting. And I think that's because of this thing that I now call height, you know, I'm not even marketing height by certainly didn't think of it as marketing at a time. So the kind of things we would do you know I am.

00:23:41.910 --> 00:23:48.720 Michael Schein: My bandmates and I talked us talked our way on to Showtime at the Apollo, knowing full well we would be booed off.

00:23:48.750 --> 00:23:57.930 Michael Schein: You know what I mean. Wow exposure. So that happened. I used to. We had a song on Ash Wednesday, and I would dress like a nun and I would make sure the press would cover that.

00:23:57.960 --> 00:23:58.290 You know,

00:23:59.520 --> 00:24:05.820 Michael Schein: We used to put posters all over downtown visit Dave Matthews must die. I don't know what we had against the

00:24:06.180 --> 00:24:14.580 Michael Schein: I think it was just, it was a hippie. And we, you know, and God bless him I've seen the guy on the interviews and he's a really nice guy and and it's I shouldn't have done that but

00:24:15.060 --> 00:24:26.610 Michael Schein: Anyway, we got a bunch of exposure we used to sell out this club Arlene's grocery all the time. We, which is a well known club. We had a residency there we were on the cover of New York Press. I mean, so

00:24:27.240 --> 00:24:46.290 Michael Schein: We did. Okay. Um, but, you know, as these things do it. It's sort of didn't work out. And I had to get a job. And so I I fell into a very corporate job. It was just supposed to be a temporary thing, but I'm a hard worker and I started to do well there and eventually

00:24:47.820 --> 00:24:56.100 Michael Schein: I liked it in the beginning because I was learning. It was so new to me and I was sort of becoming a grown up and I felt nice that I got the paycheck and all of that.

00:24:56.400 --> 00:25:07.200 Michael Schein: But I was there eight years and by year, for I was already miserable. I was starting to say to myself, I wanted to be a writer. I wanted to do this. I wanted to do that. And it was a call. It was called the GPO

00:25:07.680 --> 00:25:18.360 Michael Schein: Industry, which basically is a fancy way of saying it, we ran customer service call centers. Okay. And yeah, I guess I just convinced myself that

00:25:19.140 --> 00:25:24.510 Michael Schein: You know, listen, my dream failed, quote unquote, and now it's time to get serious and

00:25:24.960 --> 00:25:34.770 Michael Schein: I what business do I have giving away a good job and the paychecks got bigger and by the time I left, I was a vice president role I was vice president of solution element.

00:25:35.160 --> 00:25:43.140 Michael Schein: Yeah, but I mean I got this big bonus once and to raise on the same days we had been working around the clock and I solved the problem and

00:25:44.160 --> 00:25:49.890 Michael Schein: The woman who was my girlfriend at the time he, you know, said to me, are you

00:25:50.430 --> 00:26:01.590 Michael Schein: Oh, that's so great. And I'm like, I am a loser. And she's like, What do you mean I'm like I'm a loser. I just got this bonus and raised for this thing that I just despise and it's just going to make it that much harder to leave so

00:26:02.790 --> 00:26:08.940 Michael Schein: Long story short, I did eventually leave for various reasons. It took a lot of strength to do that.

00:26:10.530 --> 00:26:19.020 Michael Schein: And I had a year's worth of savings and I decided I was going to be a freelance copywriter. And because I was a good writer than I would just get business.

00:26:19.500 --> 00:26:29.700 Michael Schein: And I didn't. I got a little bit but not enough to support myself and I burned through that savings and I was getting very, very nervous. And I was, I was getting very, very close to broke

00:26:30.390 --> 00:26:39.390 Michael Schein: And I read every sales and marketing book out there, and none of them worked for me. So then I started like in a moment of desperation. I was kind of like

00:26:39.810 --> 00:26:51.900 Michael Schein: You know, I used to be good at this thing that I guess it's called marketing with the band. I mean, just sort of naturally and we didn't think of it that way. Now I'm so awful at it and I was I was doing a horrible job at sales and marketing.

00:26:52.530 --> 00:26:58.650 Michael Schein: So I said, Well, what if I tried to take that approach. I know it's the serious business world, but what if I did that. So I did.

00:26:59.550 --> 00:27:11.310 Michael Schein: A sermon and I wrote an article for Inc, which I had gotten the opportunity to write for and it said why Gary van der Chuck Is flat out wrong. And that's in our world, a big guru.

00:27:11.340 --> 00:27:21.930 Michael Schein: And I meant it. I mean, yeah, but, um, I was a nobody. And that night, he responded to me on video calling me out by name, and he was obviously very aggravated

00:27:22.350 --> 00:27:29.580 Michael Schein: And all these fans were like hammering me and calling me all kinds of things. And it was like the start of my career I I got all these fans and

00:27:29.580 --> 00:27:30.600 Michael Schein: Followers and

00:27:30.720 --> 00:27:38.460 Michael Schein: You know, this and that. So I figured I was onto something. And so I guess what I've always tried to do is, I mean, that word marketing is convenient.

00:27:38.940 --> 00:27:47.490 Michael Schein: But, um, I guess I call it hype. Because to me, hype is not a negative it's any activities that you do.

00:27:47.850 --> 00:27:54.960 Michael Schein: To generate a large emotional reaction to get people to do what you want and that end can be good and it can be bad. It can be neutral.

00:27:55.350 --> 00:28:08.400 Michael Schein: And that's how I got into it. We started doing it for clients and then it became a week and you know went from a me to a we and then I wrote. Now, I wrote a book about it to help good people do it for themselves. So that's sort of my life story right there.

00:28:08.490 --> 00:28:17.820 Sam Liebowitz, The Conscious Consultant: That's like so funny. I mean, there's so many things and what you said that just I love, the first of which have just like

00:28:18.660 --> 00:28:28.290 Sam Liebowitz, The Conscious Consultant: You know, calling somebody out late like being the contrarian and and just like going after somebody who's, who's huge is already got a following.

00:28:28.800 --> 00:28:34.620 Sam Liebowitz, The Conscious Consultant: Whether you believe it or not, it's just like to get people riled because even like they say

00:28:35.100 --> 00:28:45.960 Sam Liebowitz, The Conscious Consultant: Any press is good press right it's like even if people are telling you you're wrong, you're bad you're stupid whatever the fact that they're paying attention to you is what you really wanted in the first place.

00:28:46.200 --> 00:29:01.230 Michael Schein: Well, there's a caveat to that I agree with that. However, I don't think it's the same as being a troll like a lot of people's to drive to the any press is good press to insult people, and they'll do this and there is some bad press, you know, especially in the social media.

00:29:01.230 --> 00:29:03.300 Michael Schein: Area. If someone thinks you're

00:29:04.350 --> 00:29:24.450 Michael Schein: A JERK or racist or, you know, I don't know, whatever category categories are broadening of things that are unacceptable. So there is bad press. Now most oppressed, though, is good press. I think when you set yourself as a contrarian to an idea to to like

00:29:24.480 --> 00:29:33.720 Michael Schein: If every person is quo, you know. Yeah, exactly. And I really did. It helps if you believe it. I mean, I really, I never insulted him as a person. In fact, I think he's really

00:29:33.720 --> 00:29:36.510 Michael Schein: Smart, but his idea of hustle.

00:29:37.620 --> 00:29:41.580 Michael Schein: Around the clock really bothered me about. Yeah.

00:29:41.970 --> 00:29:45.930 Sam Liebowitz, The Conscious Consultant: Okay, cool, cool. I want to ask you a little bit more about that. But I also wanted to point out that

00:29:46.440 --> 00:29:52.500 Sam Liebowitz, The Conscious Consultant: One of the things about your story was you said how like when you were young, like you love the idea of writing.

00:29:52.980 --> 00:30:05.910 Sam Liebowitz, The Conscious Consultant: And that even though, like you, you'd love the idea of music and band and being a performer. Like, you still ended up back on sort of the writing. So it's kind of like you did have this dream.

00:30:06.630 --> 00:30:16.680 Sam Liebowitz, The Conscious Consultant: And then you had another dream, but then you came back to your original dream and and it may not be exactly the way you thought I mean you are now an author, but but sometimes

00:30:17.070 --> 00:30:33.270 Sam Liebowitz, The Conscious Consultant: YOU KNOW, WHEN WE'RE YOUNGER. We have this dream right and and and in our minds. It looks a certain way, but then the reality of it shifts a little bit and then we come back to the dream, but it's actually a different dream, but it's still just as fulfilling and just as joyful for us.

00:30:33.750 --> 00:30:35.280 Michael Schein: That is exactly what

00:30:36.690 --> 00:30:48.990 Michael Schein: I, I love that quote for the way your interpretation of that, quote, even more than the quote. For that reason, because there was a time in my life. So first of all, with the band thing for me it was always about writing

00:30:49.560 --> 00:30:52.380 Michael Schein: I mean I I really was a songwriter and

00:30:52.410 --> 00:30:57.990 Michael Schein: I even though at certain points in the band's evolution would write scripts for what we did on stage, which we threw out

00:30:58.380 --> 00:31:00.360 Michael Schein: But to me, it was always like

00:31:00.780 --> 00:31:03.720 Michael Schein: You know I love vivo and Bowie and to

00:31:03.720 --> 00:31:04.380 Michael Schein: Me. It was just

00:31:04.530 --> 00:31:18.210 Michael Schein: Another form of of theater and poetry. So writings been the constant but um yeah I you know I know authors who writers who they see their writing dream unfold in one way, if they can't write

00:31:19.170 --> 00:31:28.560 Michael Schein: Avant Garde novels. Nothing else will do and they're very upset because they have to do other things to pay the bills and and and there's just one

00:31:29.250 --> 00:31:36.390 Michael Schein: Way that this dream can unfold. To me, I get to write every day. I mean, I write for publications. I'm writing a book I

00:31:36.990 --> 00:31:47.400 Michael Schein: And if I ever do write fiction or something else I'll know exactly how to market it so i don't know i mean i i loved what you said at the beginning of the show that really spoke to me.

00:31:47.760 --> 00:31:57.780 Sam Liebowitz, The Conscious Consultant: Thank you. Thank you. And I have to tell you, I'm, you know, I kind of relate to you quite a bit. Because when I was in college, and I

00:31:58.380 --> 00:32:05.220 Sam Liebowitz, The Conscious Consultant: I kind of my first year of college, I was like a physics major and then it was at an engineering school and it kind of blew me out and I was just

00:32:05.550 --> 00:32:14.220 Sam Liebowitz, The Conscious Consultant: Tired and I left, I went to a different college after that and I didn't really know what I wanted to major and I mean, eventually I became a computer science major. But before that,

00:32:14.550 --> 00:32:27.300 Sam Liebowitz, The Conscious Consultant: I took all kinds of courses I took classes in acting and writing and fine art and I really love the creative writing stuff and and i love you know the science fiction, like when I was a kid and I

00:32:27.300 --> 00:32:27.810 Sam Liebowitz, The Conscious Consultant: Did every

00:32:27.960 --> 00:32:38.460 Sam Liebowitz, The Conscious Consultant: Site. Yeah. Science fiction, like that's what got me to read. I hated reading. But when I all I love this stuff. So I really, you know, had this idea of becoming a science fiction writer one day.

00:32:39.270 --> 00:32:49.230 Sam Liebowitz, The Conscious Consultant: Um, and, and the funny thing is, although I've like written things over the years, my book everyday awakening. It's the first book that I've actually published

00:32:49.920 --> 00:32:55.800 Sam Liebowitz, The Conscious Consultant: And I have to tell you after all this time. Finally, publishing a book. I just love the process. You know, I work with an editor.

00:32:56.040 --> 00:33:04.500 Sam Liebowitz, The Conscious Consultant: And and again this is for listeners who are new and haven't heard me talk about the book. It's a compilation of my blog. So I had been writing it.

00:33:04.740 --> 00:33:10.470 Sam Liebowitz, The Conscious Consultant: A little bit at a time, over the last six years and I started my blog. I didn't intend to turn it into a book.

00:33:10.740 --> 00:33:16.680 Sam Liebowitz, The Conscious Consultant: But just out over time. So many people started saying, Wow, this really good stuff here. I love your perspective. I love this just

00:33:16.920 --> 00:33:25.380 Sam Liebowitz, The Conscious Consultant: What I needed to hear today and people started telling me you should publish this stuff. And so when I decided this year when the lockdown happened, I was like, I gotta do this now.

00:33:25.800 --> 00:33:39.240 Sam Liebowitz, The Conscious Consultant: And I started working with it with a professional editor to put it together and organize it, and tighten it up and everything. I really, I just love the process so much that I was like okay this is just my first book this more books and coming out of me, for sure.

00:33:39.780 --> 00:33:48.480 Michael Schein: I love to hear that I really loved the process as well. I worked with a great editor at McGraw Hill on this book, whose name is Tanya Dickerson And

00:33:48.900 --> 00:34:05.670 Michael Schein: You know I anyone if you have the right editor, which I certainly did they really make the book. Better not by rewriting anything but by giving really well thought out suggestions that make you rethink what you did. It's hard to get it right in the first draft.

00:34:05.700 --> 00:34:20.280 Sam Liebowitz, The Conscious Consultant: Right and and it's also an editor has a different experience than we do as a writer and so that experience informs what they do and then helps to make the work better because their experiences. We don't have

00:34:20.310 --> 00:34:21.450 Michael Schein: As writers. Yeah.

00:34:21.840 --> 00:34:34.260 Sam Liebowitz, The Conscious Consultant: Okay, so we're going to take a break when we come back, let's talk about why you decided to write this book now. And then we'll get into, like, what's the real message of the book and how this can help people today. Okay, Michael.

00:34:34.320 --> 00:34:35.730 Michael Schein: Sure that sounds really good.

00:34:36.240 --> 00:34:44.850 Sam Liebowitz, The Conscious Consultant: Wonderful and Patty, I see you on the Facebook Live. Thank you so much. Yes, more books. Okay. PATTY. YES, I will come out with more books. Thank you so much.

00:34:45.150 --> 00:34:59.670 Sam Liebowitz, The Conscious Consultant: So everybody please stay tuned. You're listening to the conscious consultant. Our awakening humanity and our guest this hour is Michael shine president and founder of micro fame media and we will be right back after this

00:35:06.690 --> 00:35:06.900 And

00:37:49.980 --> 00:37:55.800 Sam Liebowitz, The Conscious Consultant: Welcome back to the conscious consultant. Our awakening humanity. You were speaking this hour with Michael shine.

00:37:56.130 --> 00:38:10.740 Sam Liebowitz, The Conscious Consultant: Founder and President of micro fame media and author of the upcoming book The hype handbook 12 indispensable Success. Success Secrets from the world's greatest propagandist self promoters cult leaders mischief makers and boundary breakers, um,

00:38:11.220 --> 00:38:25.050 Sam Liebowitz, The Conscious Consultant: So Michael, you've been doing this work for a while now. What was the impetus, what was the motivating factor that got you to say, Okay, let me let me put my ideas and the things I've come up with into a book now.

00:38:26.490 --> 00:38:35.430 Michael Schein: So I think I've been playing with these ideas of what really gets large numbers of people

00:38:36.150 --> 00:38:53.400 Michael Schein: So excited or emotional or transcendent that they start movements become big followings you know these sorts of things that we all want or or find a poor in whatever it is, but these these mass phenomenon. I've been interested in that for a long time.

00:38:54.180 --> 00:39:00.900 Michael Schein: But I think the moment that it started to coalesce into a book I can kind of pinpoint it. I was on a business trip.

00:39:01.650 --> 00:39:12.900 Michael Schein: And I'm an odd kind of guy. So instead of reading your typical like seven Habits of Highly Effective People type books I read these weird books to get ideas. So a lot of books of like old crowd psychology and

00:39:13.650 --> 00:39:24.420 Michael Schein: I've always liked the biographies of old rock managers and cult leaders and I would think, how can I find some tidbits here and apply them ethically, right, or else they're just interesting to me. So

00:39:24.960 --> 00:39:32.700 Michael Schein: I was in some other city. I don't even remember where and it was it was the earliest stages of the Trump primary when no one thought he was

00:39:33.030 --> 00:39:36.270 Michael Schein: When he was just like a joke candidate to most people.

00:39:36.660 --> 00:39:47.970 Michael Schein: Okay. And I had a book with me, called the crowd by Gustaf love bond. So Mustafa bond was a guy in the 19th century who watched the Paris Commune burn Paris to the ground, and by the end

00:39:48.390 --> 00:39:58.770 Michael Schein: There was no rhyme and reason to it. It was they already knew they had lost and they just kept burning things and writing and he didn't understand why people behave so irrationally.

00:39:59.310 --> 00:40:07.740 Michael Schein: So he spent the next like 40 years he abandoned his medical practice to figure out how crowds work and it's considered the first book of crowd.

00:40:08.100 --> 00:40:14.970 Michael Schein: Psychology, but but it's you know it's more than 100 years old this book, so I was sort of watching the first debate.

00:40:15.570 --> 00:40:26.430 Michael Schein: And flipping through this book, which I had already read part of and the book was saying things like, you know, crowds respond well to vague empty phrases

00:40:27.030 --> 00:40:43.200 Michael Schein: That are visual and essentially meaningless crowds respond well to external signifiers of prestige when prestigious not available money will do is an excellent substitute and I'm watching Trump

00:40:44.220 --> 00:41:01.110 Michael Schein: Saying these things that no candidate had ever said, and I was like, I feel like I'm reading a manual on how this guy operates and it's from 140 years ago or whatever. And I went home and I started like telling all my like crunchy granola friends, you know, and

00:41:01.110 --> 00:41:02.190 Michael Schein: Beacon, New York.

00:41:02.550 --> 00:41:09.420 Michael Schein: This guy might with, you know, they're like impossible. Impossible, you know, and I don't know when that happened, I was kind of like

00:41:10.290 --> 00:41:27.570 Michael Schein: Human beings, we might want to think that they behave a certain way, but or react a certain way, but they're really irrational and really inconsistent and I've used a little of that but it bothered me that certain people use it for what I don't consider good

00:41:28.680 --> 00:41:29.010 Sam Liebowitz, The Conscious Consultant: Right.

00:41:29.220 --> 00:41:34.590 Michael Schein: No political I mean interpret that however you want, but I i

00:41:35.400 --> 00:41:43.590 Michael Schein: Would see that. And I was like, it seems like a certain type of person comes to it very easily and other people if they they either reject the idea

00:41:44.010 --> 00:41:54.030 Michael Schein: Or of using hype of using crowd psychology or they just don't come to it naturally. So what if I could convince people that it's their moral imperative to to

00:41:54.990 --> 00:42:02.580 Michael Schein: To spread good ideas in the most efficient way. And what if I could teach them how to do it right. That's, that's where it came from.

00:42:02.970 --> 00:42:21.240 Sam Liebowitz, The Conscious Consultant: Gotcha, gotcha. So, so that's interesting, like you were one of the few people who kind of early on, saw the potential for Trump to actually do what he did. Did you see that the potential that he might not get reelected, this time that the crowd would turn on him.

00:42:23.190 --> 00:42:38.700 Michael Schein: I don't know. I got scared because I think he's such a good hype artist. I mean, I guess the, I mean, I don't know. I'm always wary to talk about politics I end up always doing it because I know that you know some people get offended. But, but here we are, um,

00:42:39.810 --> 00:42:48.120 Michael Schein: I guess here was my thinking about this, that, and again, I'm no political prognosticator, you know, but um

00:42:49.140 --> 00:42:50.010 Michael Schein: I feel like

00:42:51.480 --> 00:43:01.650 Michael Schein: Everyone I know is is is miserable right now, you know, um, people are sick people are losing their jobs. Everyone is scared people are locked inside

00:43:03.120 --> 00:43:16.860 Michael Schein: there just seems to be chaos. I feel like in any other era, the person in charge of that would have lost 49 states, you know, I mean, Jimmy Carter lost, whatever. Many states he lost because people had to wait for gas.

00:43:17.190 --> 00:43:18.540 Michael Schein: Right and

00:43:20.670 --> 00:43:24.630 Michael Schein: I don't know. I'm amazed that it was that close. Um,

00:43:25.770 --> 00:43:35.460 Michael Schein: You know, and that the party that supported him for so long is still basically in control of the other two branches so whatever that's worth

00:43:35.910 --> 00:43:41.220 Michael Schein: I think it just shows you like there's a principle of cognitive dissonance, that if you believe

00:43:41.730 --> 00:43:56.400 Michael Schein: In if you've really planted a claim and believing a certain point of view, it's really, you can either say that I was wrong and be embarrassed or you can say, I believe in it even more strongly. And we're seeing a lot of cognitive dissonance. Now, so I don't know, but I'm

00:43:57.120 --> 00:43:57.720 Sam Liebowitz, The Conscious Consultant: Okay, cool.

00:43:57.810 --> 00:44:07.380 Sam Liebowitz, The Conscious Consultant: Yeah, let's let's move on because the time is moving quickly the hype handbook. You mentioned before that you don't believe hype is a bad thing.

00:44:07.980 --> 00:44:19.650 Sam Liebowitz, The Conscious Consultant: What can people with good ideas and ideas worth spreading. Learn about hype that can really help them maybe give us a little insight into some of those 12 Success Secrets.

00:44:20.850 --> 00:44:32.760 Michael Schein: I think the thing to keep in mind is that human beings. Our brains are wired to see the world not as it really is, but in ways that evolution.

00:44:33.750 --> 00:44:40.890 Michael Schein: designed it for to keep us alive and let us move quickly and reproduce right so

00:44:41.610 --> 00:44:54.840 Michael Schein: No matter how hard we try we respond to certain stimuli. So it's neat BB strategies are neither good nor bad, a lot of bad people use them. So a few. I mean, just to give you a few examples. So the first one is the one we talked about before.

00:44:55.080 --> 00:45:06.780 Michael Schein: Make war not love. I call it that we are essentially tribal creatures we often as as as as positive as we try to see the world. We always define ourselves against

00:45:07.110 --> 00:45:13.650 Michael Schein: People not my guns or things not like us, I think, a way to apply that ethically, however, and for good.

00:45:14.160 --> 00:45:28.770 Michael Schein: Is to position yourself against ideas, not against people and their personal qualities. So, you know, maybe you're the person. You know, I don't know, Martin Luther King position himself against intolerance.

00:45:29.190 --> 00:45:32.160 Sam Liebowitz, The Conscious Consultant: Um, I would say, I hate poverty.

00:45:32.190 --> 00:45:41.340 Michael Schein: I hate intolerance, you know, um, and, and I think that's a very important strategy to use and that has a lot of a lot of nuances.

00:45:42.000 --> 00:45:50.940 Michael Schein: Um, I think there's a strategy. Another good one. There's a strategy called Give, give the little babies their milk or give the babies their milk before me and

00:45:51.210 --> 00:46:04.350 Michael Schein: Religions talk about this a lot. That's a religious term if you introduce a brand new religion it invariably sounds very weird and and and scares people because human beings don't like being changed.

00:46:04.920 --> 00:46:14.670 Michael Schein: Right, so you introduce things with language that they're familiar with. You give them new concepts in a very digestible manner so

00:46:15.180 --> 00:46:28.950 Michael Schein: How that can be used for good is if you want to see real change in the world and you actually want to see real change in the world. You don't just want to hear yourself talk or have other people make you feel better by saying the right thing.

00:46:30.300 --> 00:46:39.390 Michael Schein: Then you use the language that the people you're trying to win over can easily digest and you wrap your bold new ideas in that. So, for example,

00:46:40.290 --> 00:46:48.420 Michael Schein: Um, I think it's this might get me in trouble on this show. But I think it's arguable that some of the language in on the

00:46:49.170 --> 00:47:01.170 Michael Schein: In the woke sort of part of progressivism and while it's getting an audience. It's turning off a lot of people that would be needed to be brought on board to make the kind of change. They want to make

00:47:01.350 --> 00:47:01.770 Sam Liebowitz, The Conscious Consultant: The

00:47:01.830 --> 00:47:09.000 Michael Schein: Best guns came into play, which no one wants. So if you could instead wrap those ideas in something familiar that really helps.

00:47:09.600 --> 00:47:23.100 Sam Liebowitz, The Conscious Consultant: You know, it's interesting you say that because with my book I the one of the things that I really tried hard is in my writings is to use very plain. Very simple, very approachable language because I felt like

00:47:24.120 --> 00:47:29.130 Sam Liebowitz, The Conscious Consultant: There are enough people who write the really esoteric stuff for people who are like deep in a spiritual hack.

00:47:29.460 --> 00:47:30.990 Sam Liebowitz, The Conscious Consultant: And I wanted to reach the people

00:47:30.990 --> 00:47:41.880 Sam Liebowitz, The Conscious Consultant: Who don't consider themselves spiritual who don't consider themselves Yogi's but who are open to just different ideas and different perspectives and I found that by using sort of

00:47:42.750 --> 00:47:48.870 Sam Liebowitz, The Conscious Consultant: Easy to read language, it makes it more approachable and people read and think about go, oh, that's an interesting idea.

00:47:49.590 --> 00:47:52.320 Michael Schein: I think it's a very, very wise move, I think.

00:47:53.460 --> 00:48:00.540 Michael Schein: I think it's really important if you really want to introduce new people into your world instead of speaking to the converted, as they call it.

00:48:00.570 --> 00:48:03.270 Michael Schein: That you knew exactly what you chose to do for your bond.

00:48:04.020 --> 00:48:20.670 Sam Liebowitz, The Conscious Consultant: Okay. Great. Great. Okay. I want to take our next break. And when we cuz when we come back I want to talk about what you learned from cult leaders and and how can we apply that not to starting our own cult. But again, to

00:48:21.990 --> 00:48:34.050 Sam Liebowitz, The Conscious Consultant: Creating more influence in the world that we can use in a positive way that we can help to uplift and and and wake up more people in a way, but without them necessarily

00:48:35.580 --> 00:48:39.540 Sam Liebowitz, The Conscious Consultant: Thinking that we're trying to change them. You know what I mean.

00:48:39.780 --> 00:48:56.430 Sam Liebowitz, The Conscious Consultant: I do. Great. So everybody please stay tuned. You're listening to the conscious consultant. Our awakening humanity we were speaking this hour with Michael shine founder and president of micro fame media and author of the upcoming book The hype handbook and we'll be right back after this

00:51:17.400 --> 00:51:25.860 Sam Liebowitz, The Conscious Consultant: Welcome back to the conscious consultant. Our awakening humanity. We're talking with Michael shine, author of the upcoming book The hype handbook.

00:51:26.400 --> 00:51:35.280 Sam Liebowitz, The Conscious Consultant: Um, so you take some examples in your book from from people cult leaders mischief makers, you call them boundary breakers.

00:51:35.580 --> 00:51:50.250 Sam Liebowitz, The Conscious Consultant: What are some insights that our audience could possibly use to help to get their message out that you've learned from people like that because oftentimes we think like if somebody seems bad or evil. Like there's nothing to learn from what they're doing.

00:51:52.020 --> 00:52:03.540 Michael Schein: Well, I think the single worst human being that I wrote about in this book. And there were quite a few bad people in this book. But the worst was Charles Manson.

00:52:03.930 --> 00:52:15.360 Michael Schein: Ooh yeah and I read a story about how he was a low level pimp and a car thief, and he was in jail prison.

00:52:16.200 --> 00:52:29.850 Michael Schein: One of the many times he was in prison before he was Charles Manson capital C capital and and he found out that they were offering a course in Dale Carnegie and How to Win Friends and Influence People

00:52:30.210 --> 00:52:41.820 Michael Schein: Really so he enrolled. It's interesting, they no longer teach his stuff in prison because of this. So he enrolled in this course. And he became the star student in the course.

00:52:42.780 --> 00:52:52.650 Michael Schein: And the principle that attracted me most was one of the chapters in the book. It's called let the other fellow FEEL THE IDEA IS HIS so when he

00:52:53.550 --> 00:52:59.670 Michael Schein: Emerged from prison, he saw this opportunity in the in the counterculture so we restyled himself as a hippie.

00:53:00.150 --> 00:53:11.760 Michael Schein: And found these middle class kids who were attracted to that movement and he would never tell them what to do. So what he would do is he would ask them questions. He would say, You know, I'm

00:53:12.390 --> 00:53:20.880 Michael Schein: I'm paraphrasing, but things are getting pretty heated against the establishment right now, you know, with the establishment. What do you think we should do about it. Well, we could

00:53:21.660 --> 00:53:31.740 Michael Schein: We could stay just sit in. Yeah. Yeah. But other people are doing that. Does anyone have any other ideas and he would wait until you heard the idea. I know that's all that's a wonderful idea. Man, that's pretty groovy, you know,

00:53:32.040 --> 00:53:37.590 Michael Schein: How else do you think we should do it. And he would guide them where he wanted them to go with questions and before long.

00:53:38.340 --> 00:53:54.120 Michael Schein: With other methods as well. They were proposing killing people and this and that. And that's exactly what he wanted them to do. Now what I found really interesting is that Warren Buffett, who, whether you like him or not. He's probably one of the most admired people in business.

00:53:54.390 --> 00:53:55.230 Sam Liebowitz, The Conscious Consultant: Sure he

00:53:55.560 --> 00:54:08.490 Michael Schein: Has one diploma on his wall. And it's from the Dale Carnegie Institute. He went to Columbia, he doesn't have them as well. He said it was the most important thing that he ever did, and he uses the exact same principles.

00:54:08.880 --> 00:54:26.430 Michael Schein: That Charles Manson uses. So again, human psychology. Psychology, it can be used for evil, and it can be used for good and it's just a function of where you want to put your attention, but the principles don't change.

00:54:26.790 --> 00:54:38.100 Sam Liebowitz, The Conscious Consultant: Yeah, yeah. Gotcha, gotcha. Like, I guess, it goes back to like that old saying, you know, it's all just a tool like a hammer, use a hammer to build a house so you can use it to hit someone in the head and kill them.

00:54:38.190 --> 00:54:43.230 Michael Schein: That's exactly right, that you hit the nail on the head. No pun intended. Yeah.

00:54:44.820 --> 00:54:53.580 Sam Liebowitz, The Conscious Consultant: I wanted to go back with something you said before, just because there are a couple of hosts on the network, who just adore Gary Vee Gary van der Chuck

00:54:53.910 --> 00:55:07.860 Sam Liebowitz, The Conscious Consultant: And you you your first thing that kind of got you going with Gary van der Chuck is wrong. What exactly did you feel was wrong about what Gary Vee talks about and and and then how did you kind of

00:55:09.960 --> 00:55:17.880 Sam Liebowitz, The Conscious Consultant: attract people to then like, not just the people who criticize you for criticizing him. But that actually brought a following to you.

00:55:19.170 --> 00:55:29.490 Michael Schein: So I should start out by saying that I think when it comes to business and especially a certain kind of marketing Gary van der Chuck is a genius. I mean, he

00:55:29.790 --> 00:55:40.530 Michael Schein: Started out with a service called Wine Library and Wine Library TV that I continue to think is, is adds a lot of value to the world. It was very cool. He

00:55:40.920 --> 00:55:49.800 Michael Schein: Internet. You can order wine on the internet and he would have this show where he would kind of combine your compare wine to Cinnamon toast crunch and Skittles and it was it was cool.

00:55:50.430 --> 00:55:59.130 Michael Schein: Um, I guess what stuck in my head is that he he became sort of this internet inspirational guru that mainly young people.

00:55:59.880 --> 00:56:11.910 Michael Schein: Follow right and he I noticed that he every time he spoke, he would say about 55 times how hard you need to work around the clock and how hard you need to hustle and he would say things like

00:56:12.300 --> 00:56:24.450 Michael Schein: Any he's modulated this moderated this a little bit. Recently, but in the 10 years ago I sit on the toilet at three in the morning and I'm tweeting from the toilet. Like, that's how much you have to do.

00:56:24.930 --> 00:56:33.660 Michael Schein: And I guess what bothered me is that the only one who seem to be getting really rich was was Gary van der chuck you know you had you had all these kids.

00:56:34.830 --> 00:56:42.570 Michael Schein: Worshipping this guy. They call themselves maniacs and there's reasons for that, too. I mean Colts get their followers to work really hard for a variety of reasons.

00:56:43.200 --> 00:56:55.320 Michael Schein: And also I just felt that, like, what if you're making the wine and you're not just marketing the wine. Should you be spending all your time tweeting, or should you be working online. So I felt that you needed to use systems and at the time I was started selling

00:56:55.620 --> 00:57:04.200 Michael Schein: A systematic approach to copywriting so what I basically said is exactly what I what I just said. And I think the reason that people

00:57:04.980 --> 00:57:20.760 Michael Schein: Followed me even though it offended. His followers was that there were all of these dispersed people who probably felt exactly like I did, but couldn't put their finger on it and it may not have been against Gary It may have been, you know, I keep hearing these hustle messages but like

00:57:20.940 --> 00:57:32.250 Michael Schein: I don't know about that. And I think by the, by seeing a guy who defined themselves against this predominant viewpoint. They now had a leader to latch on to

00:57:32.610 --> 00:57:35.340 Michael Schein: Right. Right. And I think that's what happened there.

00:57:35.580 --> 00:57:49.470 Sam Liebowitz, The Conscious Consultant: Gotcha, gotcha. Yeah. So it's kind of, and it's funny you say that because I actually for a couple of years now have been kind of promoting this idea that productivity is not necessarily a good thing for the individual

00:57:49.950 --> 00:57:51.630 Michael Schein: Yeah yeah

00:57:51.660 --> 00:58:02.970 Sam Liebowitz, The Conscious Consultant: Productivity is great for society society gets a lot out of it. But for the individual, you know, it means we have less free time, it means when more worn out, it means everything is like around work.

00:58:03.000 --> 00:58:03.330 Michael Schein: And like

00:58:03.360 --> 00:58:16.050 Sam Liebowitz, The Conscious Consultant: How much energy, then, do we have to enjoy ourselves and take time off, and that sometimes being less productive, we can actually get more accomplished, because then we're not so stressed out.

00:58:16.560 --> 00:58:30.330 Michael Schein: It's about the kind of work that day that you're accomplishing. I mean, let's just even take personal fulfillment out of it. If you're, if you need to put offenders on a car, you need to be really productive right but

00:58:30.420 --> 00:58:36.870 Michael Schein: If you need to come up with new ideas. I'm not sure that tweeting 16 out of 24 hours a day really helps.

00:58:36.960 --> 00:58:50.850 Sam Liebowitz, The Conscious Consultant: Do that. Right. Exactly. Exactly. Okay. We just got a couple of minutes left. One last myth busting idea you have that goes against the grain of what most people think is quote unquote good marketing.

00:58:53.010 --> 00:59:01.230 Michael Schein: Yeah, I guess. Um, I think one myth busting idea is that when you're building a following.

00:59:01.800 --> 00:59:09.510 Michael Schein: And trying to get a lot of fans that you should do it person by person by person that you should grind it out. This is connected a little bit to the Gary Vee thing.

00:59:09.810 --> 00:59:16.200 Michael Schein: But that you should grind it out and build, you know, a big following what I found is most people that I call hyper artists.

00:59:16.650 --> 00:59:29.010 Michael Schein: They create the appearance of building a following person by person, but what they do a lot more of his build relationships with people below the surface in a way that goes beyond networking like almost building down

00:59:29.370 --> 00:59:43.290 Michael Schein: Their own Old Boys network like their own secret society and when it's time to launch something new, they tap all of those people and say, hey, spread the word. You know what I mean. And I feel that there is a perception of

00:59:44.430 --> 00:59:56.130 Michael Schein: Have this idea to just grow this following in this grassroots way where what you really should be doing is make it seem grassroots but foster powerful relationships.

00:59:56.220 --> 01:00:04.860 Sam Liebowitz, The Conscious Consultant: Right, right. So, it's fine, those centers of influence right who you can then leverage you can be the linchpins for you to really get it out there.

01:00:05.130 --> 01:00:17.250 Sam Liebowitz, The Conscious Consultant: Yeah. All right. Excellent, excellent. Wonderful. Wonderful. Well, Mike, you thank you so much for taking the time to come on the show today if people want to contact you find out more about you and get your book, you know, where can they go

01:00:17.760 --> 01:00:31.260 Michael Schein: Yeah i mean the the book is available in all of the normal places. I mean, we're in this pandemic era. So Amazon and Barnes and Noble online or wherever you get books online, but certainly if you can get it at a bookstore. I'm a big fan of bookstores.

01:00:31.770 --> 01:00:41.130 Michael Schein: Um, yeah. My company is microfiche media. COM. Another cool thing that I do. I have a book list that I put out every

01:00:41.940 --> 01:00:54.120 Michael Schein: Between month and three months. All of these weird books I'm talking about. I recommend them. So that's a. It's called height breeds.com slash list a bit of a mouthful, but that's that's what it is. And that's a lot of fun.

01:00:55.320 --> 01:01:06.990 Sam Liebowitz, The Conscious Consultant: Cool, cool. I'll put that in the in the comments of the video as well. Well, thank you, Michael. I really appreciate it. I'm wishing you the best for the new year and it's a great time to come out with a new book.

01:01:08.400 --> 01:01:15.240 Sam Liebowitz, The Conscious Consultant: And I thank you my loyal listeners for tuning in all year long as you have been we've had some great

01:01:15.660 --> 01:01:27.210 Sam Liebowitz, The Conscious Consultant: Guests if you've missed any of my old shows and you want to go back. Don't forget the podcast is available on all the major platforms on Apple on Google on Spotify, on Stitcher.

01:01:27.870 --> 01:01:38.130 Sam Liebowitz, The Conscious Consultant: I have like over 300 episodes. I don't even know how many episodes I have out there that goes back years. And just to remind people, some of the recent ones that were really amazing was having

01:01:38.490 --> 01:01:49.110 Sam Liebowitz, The Conscious Consultant: DR. JOHN Dee martini recently on my show that he was wonderful and a couple of months ago, having on Lynne McTaggart and and john Perkins.

01:01:49.860 --> 01:01:59.040 Sam Liebowitz, The Conscious Consultant: Two wonderful authors that was a great show to all around our moment of choice, a new book that they contributed to. So thank you all for tuning in.

01:01:59.520 --> 01:02:11.190 Sam Liebowitz, The Conscious Consultant: Once again, remember for Christmas weekend New Year's week, where we're closed here on talk radio dot NYC. We still have a couple of more live shows later today. I mean cost can foster show

01:02:11.760 --> 01:02:15.360 Sam Liebowitz, The Conscious Consultant: Voices of courage in a moment, and then later this afternoon.

01:02:16.170 --> 01:02:27.870 Sam Liebowitz, The Conscious Consultant: Antonia's show. So now you know and at six o'clock premiere of a brand new show on the network extra innings a fascinating show about suicide and how baseball helped save Albert from

01:02:28.380 --> 01:02:37.650 Sam Liebowitz, The Conscious Consultant: Depression and stuff, followed by Graham Dobbins show mind behind leadership. And of course, we have our shows tomorrow.

01:02:39.870 --> 01:02:54.720 Sam Liebowitz, The Conscious Consultant: Always Friday and the entrepreneurial web and then that's it for a new life shows and then we will be back in January. January 4 will be back. Thank you all. Happy Holidays. Merry Christmas, all the best to all of you. We will talk to you in

01:02:56.280 --> 01:02:58.230 Sam Liebowitz, The Conscious Consultant: Take care of Michael Sam.

01:02:58.260 --> 01:02:59.280 Michael Schein: Thanks for having me, Sam.

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