INDEX
Abdul-Jabbar, Kareem, 44
Access, ease of, 131
Accomplishments, narrative of, 77–80
Action, effortless, 164
Activism, 64–65
Adaptability, 159
The Adventures of Tom Sawyer (Twain), 156
Advertising Age, 115
Advice, soliciting, 52–53
Age of Propaganda (Aronson and Pratkanis), 7, 155
Agia Eleni, Greece, 136
Ali, Muhammad, 44
Alice Cooper Band, xii, 1–4, 176
Alicke, Mark D., 73–74
Allen, Rebecca, 113
Alley, Kirstie, 143
Alliteration, 115–119
ALS (amyotrophic lateral sclerosis), 64
ALS ice bucket challenge, 64
Alternative point of view, 61, 128–129
Alt-right movement, 68
American Apparel, 67–68
American Psychological Association (APA), 97
American Society of Muslims, 44
Amyotrophic lateral sclerosis (ALS), 64
Andre the Giant stickers, 113–114
Anastenaria, 136
Angelus Temple, 116
Anticipation, building, 130–132
Antisocial personality disorder (APD), 162
APA (American Psychological Association), 97
Apollo (Greek god), 55–56
Arbitrage, psychological, 106–108
Arlene’s Grocery (New York, N.Y.), 30
Aronson, Elliot, 7, 27, 38, 155–156
Arousal, rituals causing, 135–138
The Art of Seduction (Greene), 66
Assessment tools, developing, 150–151
Athens, ancient, 126
Atlantic crossing, in hot-air balloon, 74–76
Audience, cultivating, 24–25
BabyLand General, 130
Bacon, 13–15
Baldr the Bright (Norse god), 63
Baldwin, Alec, 144
Barabási, Albert-László, 62
Basecamp, 128–129
“Battle Hymn of the Republic” (song), 49
The Beatles, 60
Beecher, Henry Ward, 45
Beech-Nut, 14
Behavior:
formulas and statistics on, 100–102
slogans about, 119
Behavioral engineering, 101–102
Beliefs:
about change, 50–53
building communities around, 149–151
and dealing with uncertainty, 141–145
holding contradictory, 157
setting down your, 141–152
writing books about, 145–148
Benevolent mischief, 57, 175–177
Bernays, Edward, 13–15, 21, 25
“Bibles,” writing, 145–148
Biden, Hunter, 6
Billboard (magazine), 121
Billboards, defacing, 66–68
Bin, Qingchi “C Bin,” 106–108, 171
Binaca, 132
Blame, 161
Blavatsky, “Madame” Helena, 76, 145–147
BMW, 116
Book in Box, 24–25
Book of Doctrine and Covenants, 45
Books, writing, 145–148
Boredom, 127–128
Boston University, 106
Brand positioning, 115
Brand recognition, 132
Branson, Richard, xxi, 74–77, 176
Breakfast, eating habits at, 13–15
Brecht, Bertolt, 27–30
Brehm, Jack, 51
Brehm, Sharon, 51
Briggs, Katharine Cook, 150–151
Bright-Sided (Ehrenreich), 98
Brinkley, “Dr.” John R., xxi, 34
Brown, Nick, 99
Buffett, Warren, 50–51
Burger King, 115
Burlington, Vt., 38
Butler, Eliza Marian “E. M.,” 71, 73
Buy-in, scientific packaging to increase, 103–106
Byrne, Rhonda, 147
C Bin (see Bin, Qingchi)
Cabbage Patch Kids, 130–131
Caffeine, 166–167
Calvin Klein, 89
Carlzon, Jan, 125
Catholic Church, 59
Celebrities, niche, 19–21
Certainty, presenting data with, 101–102
Change:
beliefs about, 50–53
gradual, 46–47, 53, 159 (See also Milk before meat)
Charney, Dov, 68
Chestnut Hill, Pa., 101
Chicago, Ill., 159
Chihuly, Dale, 113
China:
mythology of, 56
self-promotion in, 107–108, 171–173
Christian Science, 87
Chuang Tzu, 153
Church of Jesus Christ of Latter-Day Saints, 45, 156
Church of Scientology, 143, 147
“Churches,” creating, 149–151
Churchill, Winston, 139
Circle of influence:
of Edward Bernays, 13–15
building alliances in, 19–21
creating magi persona in, 79–80
cultivating an audience with, 24–25
ego, appreciation, and recognition in building of, 16–17
helping others in, 21–24
identifying key people for, 17–18
and piggybacking principle, 15
Cleveland, Ga., 130
Clients, hard work on behalf of, 158–159
Clinton, George, 29
Clinton, Hillary, 94
Clothing:
and identity, 39–40
as part of persona, 28–31
Club culture, 137
CNN, 6
Cognitive dissonance, 157
Columbia Business School, 50
Comey, James, 6
Community building:
around beliefs, 149–151
ego, appreciation, and recognition in, 16–17, 20–21
by helping others, 21–24
by hype artists, 15
pleasure and pain for, 135–138
(See also Circle of influence; Tribe)
Comprehensive solutions, 89–91, 144
Connections, helping make, 21–24
Core traits, 38–39
Corporate culture, 144
Cortisol, 166
Coyote (Nez Perce spirit), 56
Creative businesses, staging for people in, 134
Crowd psychology, 34
Cruise, Tom, 143
Culture, corporate, 144
The Daily Stoic (web publication), 69
Dale Carnegie Institute, 50–51
Darius, King, 72
Darwin, Charles, 81
Data, presenting, 98–99, 101–102
De Sena, Joe, 35–37
Decision making:
credibility signals for, 100
message delivery in, 111–112
predictions for, 33–34
staging to influence, 134
Declaration of Independence, 49
Dedao (platform), 106–107
Defaced billboard stunt, 66–68
Detroit, Mich., 41–43
Devo, 29
Dianetics (Hubbard), 142–143, 146–147
Diet, for self-regulation, 166–167
Dionysus (Greek god), 126
Discomfort, 135–138
Dissatisfaction, 88–89
Distancing, from previous persona, 68–69
Dixie Cup, 14
The Dr. Oz Show (television series), 18
Dramatic elements (see Theatrical and dramatic elements)
Dylan, Bob, 176
Ebenezer Baptist Church (Atlanta, Ga.), 49
Ecko, Marc, 61–62
Ecko Unlimited, 61–62
Economist (magazine), 149
Effortless action, 164
Ehrenreich, Barbara, 98
Eightfold Path, 150
Eisenhower, Dwight D., 127
Elf (film), 79
Emotional release, in theater, 126
Emotions:
of Amway rally participants, 133
creating messages to spark, 47–50
decision making based on, xx, 162–164
of hype artists, 162–163
regulating, 162–167
Empathy, 162
Enemies, making, xiii–xvi, 1–11
Shep Gordon’s use of, 1–3
and hatred as a unifier, 3
in political propaganda, 5–7
selecting an enemy, 8–11
and us-versus-them view of world, 4–5
for Andy Warhol, 16
Enhanced interrogation techniques, 97
Epictetus, 68
Eshu (Yoruba god), 56
Esquire (magazine), 18
Euro RSCG, 103
Experimentation, 174–175
Exploding Plastic Inevitable event, 137–138
Fairey, Shepard, 113–114
Farrakhan, Louis, 44–45
Favorability, repetition and, 112
Ferriss, Tim, 25, 66, 76, 88, 147
Festival of the Two Saints, 136
Fights, picking (see Enemies, making)
Financial indicators, 93
Fire walking, 135–137
“Fire-Walking and the Brain” (Xygalatas), 136
First-mover advantage, 149–150
Fitting in, 82–83
FiveThirtyEight, 92
Followers of the Way, 47
Ford Motors, 41
The Formula (Barabási), 62
The 48 Laws of Power (Greene), 66
The Fountainhead (Rand), 89–90
The 4-Hour Workweek (Ferriss), 88, 147
Framing:
of comprehensive solutions, 89–91
in fetishizing of work, 156–157
of weaknesses as strengths, 80–84
Franco-Prussian war, 8–9
Freed, Alan, 122
Freelancing, ix–xi
Freemasonry, 43
French Revolution, 112
Freud, Sigmund, 14
Fried, Jason, 128–129
Friendships, mutually beneficial, 15–17
Futurists, 93
Fyre Festival, 176
The Game (Strauss), 32, 33, 164
General Electric, 144
Generation Z, xix
Genesis (Biblical book), 150
Goebbels, Joseph, xxi
Golf, ranking system for, 149–150
GoodFellas (film), 35
Gordon, Shep, xii, 1–4, 10, 176
Gradual change, 46–47, 53, 159 (See also Milk before meat)
Grand Guignol theater (Paris, France), 57–59
Grant, Adam, 151
Grassroots following, 15
Grey, Sasha, 68
Great Recession, 91
Greek mythology, 55–56
Guatemala, 14
Gurdjieff, George Ivanovich, 157–158
Hamilton (musical), 6
Hansson, David Heinemeier, 128–129
Hard work (see Work, fetishizing)
Harvard Business School, 101
Harvard University, 117
Hawking, Stephen, 105
Healthy Living, 18
Helping others, 21–24
Helplessness, learned, 97
Henry, Patrick, 112
Hermes (Greek god), 55–56
High-arousal rituals, 135–138
Hill, Napoleon, 147
Hip-hop, xvi
Hippocampus, 112
Hodr (Norse god), 63
Hoffman, Abbie, 63–64
Holmes, Elizabeth, 176
Hooks, musical, 122
Horvat-Markovic, Erik James (Mystery), 32–33, 164, 174–175
Hot-air balloon, Atlantic crossing in, 74–76
House of David, 76
Hovland, Carl, 99–100
How to Win Friends and Influence People (Carnegie), 51, 147
Howes, Lewis, 25
Hubbard, Lafayette Ronald “L. Ron,” 141–143, 146–147
Human Be-In event, 118–119
Hyde, Lewis, 57
Hydesville, N.Y., 85
Hynde, Chrissie, 21–24
Hype:
defined, xvi–xix
emotion and reaction in, xvii, 47
overcoming inequality with, 170–171
Hype artists:
casting of protagonists by, 139
circle of influence for, 25
community building by, 15
fetishizing of work by, 156–157
framing of weaknesses by, 82
gradual change for, 53
internal state of, 161–164
language used by, 112
lifelong learning for, 175
miracle heuristics used by, 74
persona construction by, 31–33, 70
prophecy by, 93
repetition for, 114
self-regulation for, 165
shift to new persona for, 70
staging for, 135
I Hope They Serve Beer in Hell (Max), 24, 67
Identity, building tribe’s, 35–40
Imagery, 115–119
IMG (International Management Group), 149–150
Impermanence, 144
Incentives, for manufacturing momentum, 63
Inequality in society, 169–171
Influence:
Edward Bernays’s use of, 14–15
from filling a void (see Void, filling)
of magi, 71–73
of niche celebrities, 19–21
questioning to exert, 52–53
and staging, 134
support from people with, 17–18
(See also Circle of influence)
Internal state, of hype artists, 161–164
International Institute of Four Square Evangelism, 116, 125
International Management Group (IMG), 149–150
Isis Unveiled (Blavatsky), 146
Islam, 44
Jain, Carola, 38
Jay-Z, xix
Johansen, David, 22
Jones, Jim, xxi
Journalism, advertising vs., 64
Julius Caesar, 112
Kaiser Family Foundation, 117
Kelly, Megyn, 6
Keynote speakers, 138
Kim Jong Il, 76
King, Martin Luther, Jr., xxi, 49
KOWH radio station, 120–122
Lake Forest, Ill., 126
Lakoff, George, 111
Lambert, Gerard, 103–104
Language:
for filling a void, 90–91
scientific vocabulary, 103–106
simple, 112
The Language Instinct (Pinker), 115
Le Bon, Gustave, 13, 34–35, 117
Learned helplessness, 97
Learning, lifelong, 175
Leary, Timothy, 117–119
Limbic system, 103
Lindstrand, Per, 74–76
Listerine, 104
Little, Malcolm (Malcolm X), 43–44
Little People, 130
London, England, 1–3
Losing My Virginity (Branson), 75
LSD (lysergic acid diethylamide), 117–118
Lucky Strike, 14
Lydon, John “Johnny Rotten,” 22
Lysergic acid diethylamide (LSD), 117–118
Macy’s, 61–62
Madoff, Bernie, 176
Magus, becoming, 71–84
by creating narrative of accomplishments, 77–80
by demonstrating worthiness and power, 74–77
for George Ivanovich Gurdjieff, 157
influence of Median magi, 71–73
and miracle heuristics, 71–74
by reframing weaknesses as strengths, 80–84
by writing a bible, 148
Malcolm X (Malcolm Little), 43–44
The Management Myth (Stewart), 102
Manigault, Omarosa, 6
Manson, Charles, 50–52
“The March of the Martyrs” (McPherson), 117
March on Washington, 49
Marcus Aurelius, 68
Marean, Curtis W., 4
Market research firms, 93
Maron, Marc, 22
Mashable, 155
Massachusetts Institute of Technology (MIT), 115
MBTI (Myers-Briggs Type Indicator), 150–151
McCormack, Mark, 149–150
McFarland, Billy, 176
McKinsey&Company, 151
McLeod, Kembrew, 55
McLuhan, Marshall, 118
McPherson, Aimee Semple, 116–117, 125–128
Median Empire, 71–73
Meetings, staging for, 134
Mercedes Benz, 116
“The Merry Go Round Broke Down” (McPherson), 117
Message:
at heart of persona, 33
leading with, 47–49
Message delivery, 111–123
imagery and alliteration in, 115–119
repetition in, 111–114, 120–123
rhythm and rhyme in, 120–123
scientific packaging for, 105
Méténier, Oscar, 57–59
#MeToo movement, 135
Micro-asks, 53
MicroFame Media, xviii
Milk before meat, 41–53
and beliefs about change, 50–53
message to lead with, 47–49
in Nation of Islam, 41–45
neurological basis for, 45–47
Miracle heuristics, 71–74, 76–77
Mischief, benevolent, 57, 175–177
MIT (Massachusetts Institute of Technology), 115
Mlodinow, Leonard, 100
Momentum, manufacturing, 61–63
Monkey King (Chinese god), 56
Moorish Science Temple of America, 43
Moral manipulation, xiv–xvi
Morality:
of hype artists, 161–162
of tricksters, 56
of using hype, xvii–xviii, xx–xxi, 171–173, 175–177
of using propaganda, 7
Moss, Elisabeth, 143
Motorola, 144
Mueller, Robert, 6
Muhammad, Elijah, 43–44
Multilevel marketing, 132
Music, repetition and radical simplification in, 120–123
“The Music Goes Round and Round” (song), 120
Mutually beneficial friendships, 15–17
Myers, Isabel Briggs, 150–151
Myers-Briggs Type Indicator (MBTI), 150–151
Mystery (see Horvat-Markovic, Erik James)
Mystery, element of, 125–129, 131
The Myth of the Magus (Butler), 73
Mythological tricksters, 55–57
Narrative of accomplishments, 77–80
Nation of Islam (NOI), 41–45
NATO, 6
Neocortex, 103
Neurology:
basis for “milk before meat” in, 45–47
response to repetition, 111–114
Simon Sinek’s use of, 103, 104
New Age, 87
New York Academy of Music, 87
New York Dolls, 22
New York Times, 143
Nez Perce tribe, 56
Niche celebrities, 19–21
NOI (Nation of Islam), 41–45
Norms, inverting, 57–61
Obama, Barack, 92
Objectivism, 90
The Obstacle Is the Way (Holiday), 69
O’Donnell, Rosie, 6
Ogilvy&Mather, 103
Oldham, Andrew Loog, xii, 11, 60–61
Oneida commune, 156
Online media, niche marketing on, 19–21
Ontario, Canada, 126
Osteen, Joel, 125
Ouspensky, Peter Damien, 157
Ovid, 41
Oxytocin, 5
Oz, Mehmet “Dr. Oz,” 17–18, 25
Packaging, perfecting, 27–40
by Bertolt Brecht, 27–30
to build identity of tribe, 35–40
constructing a persona, 30–35
definition of packaging, 31
(See also Scientific packaging)
Palmer, Arnold, 149
Paradise Valley neighborhood, 41–43
Parents, hatred of Alice Cooper by, 3, 4
Paris, France, 57–59
Patterns, preference for, 115
Pelosi, Nancy, 6
Persona construction, 30–35
after trickster, 66–70
by Bertolt Brecht, 27–28
as magi, 76–78
message at heart of, 33
for musicians, 28–31
for professionals, 31–35
as trickster, 60–61
Personal philosophy, in bible, 148
Persuasion:
credibility displays and, 99–100
to make small changes, 46
by making change their idea, 50–52
self-regulation for, 163–165
Physical activity, self-regulation and, 165–166
Piccadilly Circus (London, England), 2–3
Pickup artists, 32–33, 163–164
Piggybacking principle, 15–18
Pinker, Steven, 115
Pinnacle Point, South Africa, 4
Pleasure, discomfort and, 135–138
Point of view, unexpected/alternative, 61, 128–129
Political leaders:
propaganda used by, 5–7
theatrical elements used by, 139
Positive psychology, 98–99
Power, 73–77
Pratkanis, Anthony, 7, 27, 38, 155–156
Prefrontal cortex, 162
The Pretenders (band), 22
The Principles of Scientific Management (Taylor), 101
Procter&Gamble, 132
Professionals:
persona construction by, 31–35
staging for, 134–135
Prophecy, 91–95
Protagonists:
casting of, 138–140
in narrative of accomplishments, 77–78
Providence, R.I., 114
Psychological arbitrage, 106–108
Purnell, “King” Benjamin Franklin, 76
Pussy Riot, 64–65
Putin, Vladimir, 65
Queens, N.Y., 35
Questioning, for subtle influence, 52–53
Quirky traits, embracing, 82–83
Radical simplification, 112, 122–123
Ramones, 30
Ranking systems, 149–150
Ransom, Michael R., 73–74
Read & Riot (Tolokonnikova), 65
Real estate, staging in, 133
Recognition, 16–17
Red Bull, 132
Red Lobster, 115
Religions:
community building in, 149–151
milk before meat in, 41–48
setting down beliefs in, 145–147
theatrical elements in message delivery, 125–128
volunteer labor in support of, 156–158
(See also specific religions)
Rhode Island School of Design (RISD), 112–113
Rhyme, using, 116, 117, 120–123
Rhythm, of message, 119–123
Ries, Al, 115
Ries, Laura, 115–116
RISD (Rhode Island School of Design), 112–113
Rituals, high-arousal, 135–138
Robbins, Tony, 135
Robertson, Pat, 125
Rochester, N.Y., 86
Rock to cling to (see Beliefs)
Rolling Stones, xii, 11, 60–61
Rotten, Johnny (John Lydon), 22
St. Regis Hotel (Shenzhen, China), 172
Sales, closing, 46–47
Satan, as trickster, 56
Saul of Tarsus, 47–48
Schein, Michael, ix
Scientific management, 101–102
Scientific packaging:
credibility based on, 99–100
L. Ron Hubbard’s use of, 143, 146–147
maximizing buy-in with, 103–106
for Myers-Briggs Type Indicator, 150–151
and presenting data with certainty, 101–102
as psychological arbitrage, 106–108
Martin Seligman’s use of, 97–99
The Secret (Byrne), 147
Secret society (see Circle of influence)
Self-promotion, xiii–xiv
in hip-hop, xvi
hype for, xvii
by Millennials and Generation Z, xix
and us-versus-them mentality, 5
by Gary Vaynerchuk, 154
Self-regulation, 162–167
Seligman, Martin, 97–99
Shame, about work hard, 160–161
Shields, Brooke, 89
Shock value, 59
Showtime at the Apollo (television series), x
Simplification, radical, 112, 122–123
Sinek, Simon, 103–105
Six Sigma, 144–145
Skills exploitation, for magi persona, 79–80
Smith, Bill, 144
Social media, tricksters on, 66, 67
Software industry, 128–129
Solutions, comprehensive, 89–91, 144
Sonic Youth, 30
Spartan Race, 37–40
Spedding, Chris, 22
Spontaneity, choreographing, 132–133
Staging, of events, 131–135
“Start with Why” (TED Talk), 103
Stewart, Bill, 120–122
Storz, Todd, 120–122
Straight talk, 104
Strategic Coach, 159–161
Strauss, Neil (Style), 32–34, 163, 164, 174–175
Strengths, reframing weaknesses as, 80–84
Stross, Randall, ix
Style (see Strauss, Neil)
Style icons, 40
Subliminal (Mlodinow), 100
Success:
success as contributor to future, 62–63
talent and, xi–xii
Symbols, repetition of, 113–114
Talent, success and, xi–xii
Taoism, 164
Taylor, Frederick Winslow, 101–103
TBWA (agency), 115
TED Talks, 103
Ten Commandments, 150
Tension, dramatic, 125–129, 137–138
Teresa, Mother, xxi
L-Theanine, 167
Theatrical and dramatic elements, 125–140
building anticipation, 130–131
casting protagonists, 138–140
George Ivanovich Gurdjieff’s use of, 157
of high-arousal rituals, 135–138
staging events, 131–135
tension and mystery, 125–129
Theosophical Society, 43
Theranos, 176
Thermopylae, battle at, 38
Think and Grow Rich (Hill), 147
30 Rock (television series), 144
37signals (company), 128–129
Thomas, Chris, 22
300 (film), 38
Thunberg, Greta, 6
Tide, 132
Time (magazine), 18
Tolokonnikova, Nadya, 65
Tom Sawyer effect, 155–160
Top 40 radio, 121–123
Toronto, Ont., 159
Townshend, Pete, 64
Traits:
core, 38–39
quirky, 82–83
Travolta, John, 143
Trend spotting, 94
Tribe:
building identity of, 35–40
making people believe it’s their idea, 50–53
manufacturing momentum with, 62–63
(See also Circle of Influence; Community building)
Trickster, becoming, 55–70
by commanding attention, 63–66
by inverting norms, 57–61
by manufacturing momentum, 61–63
shifting to new persona after, 66–70
and trickster character in myth, 55–57
Trout, Jack, 115
The True Believer (Hoffer), 127
Trust Me, I’m Lying (Holiday), 68–69
Tur, Katy, 6
Twain, Mark, 156
Uncertainty, dealing with:
ranking systems for, 150
repetition for, 121
by setting down beliefs, 141–145
Unconventional operators, xii–xiii (See also Hype artists)
“Underpromise and overdeliver” maxim, 158–159
Unexpected point of view, 61, 128–129
Unification Church, 155–156
Unilever, 132
United Fruit Company, 14
United States, self-promotion in China vs., 171–173
Universe, explaining workings of, 146–148
University of East London, 99
University of Michigan, 112
University of Nebraska, 50
University of Pennsylvania, 89, 97, 151
Us-versus-them mentality, 4–5, 7, 133
Vaynerchuk, Gary, xiii–xiv, 9, 61, 139, 153–155
Virgin Group, 76
Void, filling, 85–95
framing comprehensive solution for, 89–91
by L. Ron Hubbard, 143
persona construction for, 38–39
with prophecy, 91–95
in spiritualism movement, 85–89
Volunteers, labor done by, 156–158
VStarOne, 107–108
Warhol, Andy, 16–17, 20, 25, 33, 82, 137–138
Warren, Rick, 125
Washington, D.C., 63
Washington, Peter, 157
Weaknesses, reframing of, 80–84
Weiner-Davis, Michele, 169
Weiss, Walter, 99–100
Welch, Jack, 144
Wembley Arena (London, England), 1–3
Westwood, Lee, 150
Westwood, Vivienne, 22
The Who, 63–64
Whole Foods, 88–89
Wilson, Woodrow, 116
Wine Library TV, 154
Winfrey, Oprah, 18–20
Women, spiritualism for, 86–88
Woodhull, Victoria, 45
Work, fetishizing, 153–168
and internal state of hype artists, 161–164
and self-regulation, 164–167
Tom Sawyer effect in, 155–160
by Gary Vaynerchuk, 153–155
“WrestleMania 2230” (Schein), ix
WTF (podcast), 22
Wu-wei, 164
Yeses, small, 46–47
Yippie movement, 63–64
Yoruba, 56
Zajonc, Robert, 112
Zoom calls, staging for, 134
Zuckerberg, Mark, xix