# The Hype Handbook — Back-Matter: Epilogue, bibliography, and index - **Source**: /library/The Hype Handbook/source-file.pdf - **PDF pages**: 174–225 - **Pages without text**: none --- N EPILOGUE Evil and conniving people manipulate, right? Wrong. Everyone manipulates. Manipulation simply means that you are attempting to influence other people’s behavior toward your ends. —MICHELE WEINER-DAVIS obles and peasants. Kings and subjects. Fat cats and workers. Trust fund kids and kids from the projects. A lot has changed since the bulk of Homo sapiens stopped roaming the savannah, but one thing has remained remarkably constant. There has never been a civilization on earth that has been truly fair. It’s an unpleasant feature of our species, and one that many people have tried to explain over the years. They tend to fall into two camps. Some place all the blame on the inherent awfulness of whatever culture happens to be dominant at any given time. According to this version of reality, history is simply a series of episodes of exploitation, theft, and oppression in which the powerful dominate the powerless. One day, the story goes, we’ll finally have a revolution that will end this state of affairs. On the other side is the idea that all people have an equal opportunity to better themselves, achieve all their dreams, and become multimillionaires. If you aren’t doing as well as others, it’s your own fault. As long as you stay on the straight and narrow, you’ll ultimately get everything you ever wanted. Really, neither of these viewpoints is accurate. One government gets overthrown, and the replacement creates a society more unequal than the last. People work hard their whole lives and die broke anyway. Wishing the world was different does not change the circumstances. Playing the game of life according to a set of rules put in place by the people who already have all the power is the best way to get nowhere. Fortunately, there is a tool that allows for an escape route from this predicament. Hype. It is easy for those who sit at the center of power in a society to follow the traditional methods of getting what they want. When you grow up with the right educational opportunities, right background, right interests, right personality, and right race, it is relatively easy to make your way in the world using tried-and-true channels. But for those who exist on the fringes of that world—those without resources or connections—creating a life full of opportunity requires more unconventional methods. Hype allows those without power to gain access to it. It provides those on the bottom the ability to leapfrog over those at the top, or at least to get where they want to go through a side door. It gives the ignored a chance to grab attention and the unconnected a chance to penetrate inner circles. Remember back in Strategy #8 when I mentioned C Bin and Zeyu Zheng—the two young guys I interviewed for my Forbes column? Well, there is an interesting coda to that story. In the wake of our interview, I told them about my work on hype, and it was right up their alley. They offered to fly me over to China to speak to a group of entrepreneurs they would be training. I agreed, but I have to admit I was nervous. At the time, I had only spoken on the subject of hype a few times before in a formal setting. While those few stateside speeches had gone relatively well, there was always one person who would start debating with me during the Q&A portion about the morality and wisdom of what I was teaching. “I get this stuff you’re telling us about how manipulating people can be effective. But isn’t it better to just put your message out there and let the cream rise to the top?” Or . . . “What if I don’t want to be the kind of person who uses these kinds of tactics?” Or . . . “Why do you call it hype? Doesn’t that have, like, a negative connotation?” I’d always get into a bit of a back-and-forth with these naysayers, and they would usually nod their heads politely. But I could always tell they didn’t buy it. And this was in the United States of America —a country literally founded on the belief that you should do whatever you need to do in the “pursuit of happiness.” Now I was going to deliver the same message to an audience in a country that was known for its collective spirit. I had always heard that people in China prized rules over rebellion, solidarity over standing out, and selflessness over self-promotion. If Americans had trouble understanding what I was getting at, what was a Chinese audience going to think? When the day of my talk arrived, I got up in front of a packed ballroom in the St. Regis Hotel in Shenzhen to address the gathered business owners who filled every seat. Bolstered by a talented interpreter, my confidence grew as I watched audience members scribbling furiously in their notebooks. With each point I made, people nodded and leaned forward. Then, at the end of my allotted 45 minutes, I closed with a statement that I had used a number of times before. “The thing about hype,” I told them, “is that it’s too powerful a tool to be left in the hands of the bad guys alone. That’s why I’ve made it my life’s work to teach it to incredible entrepreneurs like you, people who are creating products and services that are designed to make the world better. If I can do my part in getting us to a place where the best people making the best stuff are armed with the strategies to most effectively—and ethically—attract attention to what they’re doing, I will have had a life worth living.” The crowd exploded—a full-fledged standing ovation. As I basked in the applause, happy and stunned, I happened to lock eyes with a young woman in the front row. She was crying. When it comes to entrepreneurship, China still exists on the margins—at least in regard to how the people see themselves. Every conversation I had during my trip made it clear that even the most successful Chinese entrepreneurs have an inferiority complex. They still see themselves as running behind the Western world, especially the US. Despite China’s trending toward free enterprise over the last couple of decades, overt self-promotion still stands in complete contrast to thousands of years of Chinese cultural history. Even now, dedicating your life to the pursuit of the kind of nonconformity and individualistic decision-making it takes to be an entrepreneur makes you a bit of a misfit. The American businesspeople in my audience at home had the societal structure and support that put them directly in the center of the mainstream. They had the luxury of speaking about how the world should be. On the other hand, the Chinese entrepreneurs I spoke to have had to see the world as it really is. It was what made them successful in a culture that didn’t naturally support their aspirations. So to hear someone like me come out and tell them that it was not just all right, but flat-out desirable, to view the world the way they always had, and to do what they had always done, really touched them. It touched me too. The experience made me realize that as far as life’s work goes, this is pretty good stuff. Imagine a world where the best ideas, the greatest products, the most interesting art, and the most meaningful causes don’t get swallowed up and forgotten. Imagine a world where the best people understand the best methods for getting attention and for building the biggest, most energetic audiences. This is what hype can give us. NOW FOR SOME RANDOM TIDBITS Since this is my epilogue, I get to use it however I want to. And the way I want to use the rest of it is to give you a few additional closing tips and techniques that didn’t fit in any of the other chapters. All of what follows is a set of metastrategies for the advanced hype artist. You should keep all of them in mind while you practice any of the hype strategies we’ve discussed, alone or in combination. Engage in Relentless Experimentation In reading about the previous strategies, one might get the impression that as long as you follow the strategies as laid out, you’ll get the same results as the masters I got them from. Not exactly. While there are universal principles of hype, details matter a lot, as they do in any other area of human interaction. When people apply the same strategies the same way, regardless of time period or specific circumstances, it always falls short in the long run. To truly learn something—anything—it must be practiced in the arena of real life. Book learning is important, but it is never sufficient. Some degree of trial and error will always be necessary to adapt what you know in the abstract to the specifics of your time, your personality, and your audience. When it comes to sales, people skip this step all the time. They read every sales book and take every sales course and then bet their entire fortunes on the step-by-step system they memorized. Then they’re shocked when it doesn’t work out. Remember our old friends Mystery and Style? Like you, they were students of human psychology. They began their road to becoming master seducers by educating themselves through books, audio programs, and seminars. But they quickly realized that while this education was essential to their success, it wasn’t enough.  Mystery and Style became successful with women because they took the theory into the bars and clubs. They approached hundreds of women and got rejected hundreds of times. They said hundreds of stupid things. But every time they did so, they studied the data and adjusted their approach. If you want to become a master of hype, you must do the same.  Become a Lifelong Student of Hype You should be convinced by now that throughout the course of history, certain people have had an uncanny ability to get large numbers of other people to believe what they wanted them to believe and do what they wanted them to do. These people have gone by many names and plied many trades. Magicians. Prophets. Soothsayers. Spiritualists. Shamans. Gurus. Consultants. Hype artists, every one of them. This book should be nothing more than a starting point for you. If you’re truly serious about building an audience for whatever you are selling that will stick with you wherever you go and whatever you do, you need to continue to seek out new hype artists to learn from. Put down the marketing and sales books. Forget about the Build-a-Nine-Figure-Online-Business courses. Instead, seek out and study the real masters. When you learn from the true artists of mass manipulation, then you can build the business or company or following or movement you want and name your price for whatever it is you’re selling. Engage in Benevolent Mischief (Not Harmful Hucksterism) While the core principles of hype hold constant whether they are being deployed by the most devious of demagogues or the most altruistic of activists, the actual content on whose behalf they are being applied really does make all the difference. We’ve talked about managers like Shep Gordon who used hype to pack an arena for Alice Cooper—a band whose songs were once praised by Bob Dylan. When Thomas Edison used hype to bring attention to his work, the world got electric light, recorded sound, and motion pictures. Richard Branson uses hype to deliver top- flight entertainment and luxury travel experiences at affordable prices. On the other hand, Bernie Madoff used hype to get some of the world’s wealthiest and most powerful people to invest in his Ponzi scheme for years. Theranos founder Elizabeth Holmes hyped her way into a multibillion-dollar valuation without ever having created a working product. And Fyre Festival founder Billy McFarland used it to sell 5,000 tickets at an average of a thousand dollars a pop to an event that was plagued by filth and chaos. If you have an awesome product or service but its newness and your lack of visibility are keeping you from success, faking it until you make it makes sense as a strategy. But if you haven’t created anything valuable, work on that first. Learn your craft. Become an expert. Build something solid. Once you’re confident that you’ll have the ability to deliver on your promises, a little bit of hype won’t hurt you—or your customers. In fact, it might add the splash of color and excitement people crave. Whichever way you end up using this powerful set of strategies drawn from the assorted cult leaders, propagandists, and hucksters we’ve spent time with, it is my sincerest wish that you will apply them to projects and causes that improve people’s lives. While there are already plenty of people who understand how to use the ideas in this book to sell garbage, I have a lot of hope. If these strategies can be used to push that which deceives and degrades, imagine what can happen if more and more people apply them to work that enhances and enriches. Hype artists may see the world as it really is, but the best of them use that knowledge to make it better. Now that you know their secrets, I hope you’ll join their ranks. BIBLIOGRAPHY BOOKS Anand, Bharat. The Content Trap: A Strategist’s Guide to Digital Change. New York: Random House, 2016. Artaud, Antonin. The Theater and Its Double. New York: Grove Press, 1958. Barabási, Albert-László. The Formula: The Universal Laws of Success. New York: Little, Brown and Company, 2018. Bernays, Edward. Crystallizing Public Opinion. New York: Ig Publishing, 1923. Bernays, Edward. Propaganda. New York: Ig Publishing, 1928. Bockris, Victor. Warhol: The Biography. London: Da Capo Press, 1997. Branson, Richard. Losing My Virginity: How I Survived, Had Fun, and Made a Fortune Doing Business My Way. New York: Crown Publishing, 1998. Brock, Pope. Charlatan: America’s Most Dangerous Huckster, the Man Who Pursued Him, and the Age of Flimflam. New York: Three Rivers Press, 2009. Butler, E. M. The Myth of the Magus. Cambridge: Cambridge University Press, 1948. Butterfield, Steve. Amway: The Cult of Free Enterprise. Boston: South End Press, 1985. Carnegie, Dale. How to Win Friends and Influence People. New York: Simon&Schuster, 1936. Chuang Tzu (trans. Martin Palmer). The Book of Chuang Tzu. New York: Penguin, 2006. Daichendt, James G. Shepard Fairey Inc.: Artist/Professional/Vandal. San Francisco: Cameron and Co., 2014. Ecko, Marc. Unlabel: Selling You Without Selling Out. New York: Touchstone, 2013. Ehrenreich, Barbara. Bright-Sided: How Positive Thinking Is Undermining America. New York: Henry Holt and Company, 2009. Emmons, Henry. The Chemistry of Calm. New York: Atria, 2015. Evanzz, Karl. The Messenger: The Rise and Fall of Elijah Muhammad. New York: Vintage, 1999. Ferriss, Tim. The 4-Hour Workweek: Escape 9–5, Live Anywhere, and Join the New Rich. New York: Harmony, 2007. Fried, Jason, and Hansson, David Heinemeier. Rework. New York: Crown Business, 2010. Goldsmith, Barbara. Other Powers: The Age of Suffrage, Spiritualism and the Scandalous Victoria Woodhull. New York: Knopf, 1998. Gordon, Mel. Theatre of Fear and Horror: The Grisly Spectacle of the Grand Guignol of Paris 1897–1962. Port Townsend, WA: Feral House, 2016. Gordon, Shep. They Call Me Supermensch: A Backstage Pass to the Amazing Worlds of Film, Food, and Rock ‘n’ Roll. New York: HarperCollins, 2016. Greene, Robert. The Art of Seduction. New York: Penguin, 2001. Guinn, Jeff. Manson: The Life and Times of Charles Manson. New York: Simon&Schuster, 2013. Heller, Anne C. Ayn Rand and the World She Made. New York: Anchor Books, 2009. Hoffer, Eric. The True Believer: Thoughts on the Nature of Mass Movements. New York: Harper&Row, 1951. Holiday, Ryan. Trust Me, I’m Lying: Confessions of a Media Manipulator. New York: Portfolio/Penguin, 2012. Hubbard, L. Ron. Dianetics: The Modern Science of Mental Health. Los Angeles: Bridge Publications, 2007. Hyde, Lewis. Trickster Makes This World: Mischief, Myth, and Art. New York: Farrar, Straus and Giroux, 1998. Johnson, Paul. Intellectuals: From Marx and Tolstoy to Sartre and Chomsky. New York: HarperCollins, 1988. Lakoff, George. Don’t Think of an Elephant! Know Your Values and Frame the Debate. White River Junction, VT: Chelsea Green Publishing, 2004. Le Bon, Gustave. The Crowd: A Study of the Popular Mind. London: T. Fisher Unwin, 1896. Macknik, Stephen L., and Martinez-Conde, Susana. Slights of Mind: What the Neuroscience of Magic Reveals About Our Everyday Deceptions. New York: Henry Holt and Company, 2010. McLeod, Kembrew. Pranksters: Making Mischief in the Modern World. New York: New York University Press, 2014. McNeil, Legs, and McCain, Gillian. Please Kill Me: The Uncensored Oral History of Punk. New York: Penguin Books, 1997. Miller, James. Flowers in the Dustbin: The Rise of Rock and Roll, 1947–1977. New York: Simon&Schuster, 1999. Mlodinow, Leonard. Subliminal: How Your Unconscious Mind Rules Your Behavior. New York: Vintage Books, 2012. Oldham, Andrew Loog. Stoned: A Memoir of London in the 1960s. New York: St. Martin’s Press, 2000. Orrmont, Arthur. Love Cults and Faith Healers. New York: Ballantine Books, 1961. Pinker, Steven. The Language Instinct. New York: William Morrow and Company. Pratkanis, Anthony, and Aronson, Elliot. Age of Propaganda: The Everyday Use and Abuse of Persuasion. New York: Henry Holt and Company, 1992. Ries, Laura. Battlecry: Winning the Battle for the Mind with a Slogan That Kills. Self-published, 2015. Slingerland, Edward. Trying Not to Try: The Art and Science of Spontaneity. New York: Random House, 2014. Stewart, Matthew. The Management Myth: Debunking Modern Business Philosophy. New York: W. W. Norton&Company, 2009. Strauss, Neil. The Game: Penetrating the Secret Society of Pickup Artists. New York: Dey Street Books, 2005. Stross, Randall. The Wizard of Menlo Park: How Thomas Alva Edison Invented the Modern World. New York: Three Rivers Press, 2007. Taylor, Kathleen: Brainwashing: The Science of Thought Control. Oxford: Oxford University Press, 2004. Tolokonnikova, Nadya. Read&Riot: A Pussy Riot Guide to Activism. New York: HarperCollins, 2018. Twain, Mark. The Adventures of Tom Sawyer. New York: Penguin Books, 1883. Washington, Peter. Madame Blavatsky’s Baboon: A History of the Mystics, Mediums, and Misfits Who Brought Spiritualism to America. New York: Schocken Books, 1993. Weiner-Davis, Michele. The Divorce Remedy: The Proven 7-Step Program for Saving Your Marriage. New York: Simon&Schuster, 2002. Wilson, A. N. Paul: The Mind of the Apostle. New York: W. W. Norton&Company, 1997. Wright, Lawrence. Going Clear: Scientology, Hollywood, and the Prison of Belief. New York: Vintage Books, 2013. Wu, Tim. The Attention Merchants: The Epic Scramble to Get Inside Our Heads. New York: Alfred A. Knopf, 2016. Xygalatas, Dimitris. “Fire-Walking and the Brain: The Physiology of High-Arousal Rituals.” In Bulbulia, J., Sosis, R., Harris, E., Genet, R., Genet, C., and Wyman K. (eds.), Evolution of Religion: Studies, Theories, and Critiques. Santa Margarita, CA: Collins Foundation Press, 2008. ARTICLES, PAPERS, VIDEOS, PODCASTS, LECTURES Abbott, Karen. “The Fox Sisters and the Rap on Spiritualism.” Smithsonian Magazine, October 30, 2012. Alicke, Mark D., and Ransom, Michael R. “It’s a Miracle: Separating the Miraculous from the Mundane.” Archive for the Psychology of Religion, 2012. Buck, Stephanie. “The Weird, Rabid History of the Cabbage Patch Craze.” Timeline, December 15, 2016. Childers, Thomas. “German Political Culture.” Class lecture, History 430: The Third Reich, University of Pennsylvania, Philadelphia, 1999. “Chrissie Hynde.” WTF with Marc Maron podcast. Episode 556. December 4, 2014. “Drama Elements.” BBC Bite Size, 2020. Elliot, Bryan. “Why Gary Vaynerchuk Tells It Like It Is.” Video. Mashable, January 25, 2012. Grant, Adam. “Say Goodbye to MBTI, the Fad That Won’t Die.” LinkedIn, September 17, 2013. Holiday, Ryan. “I Helped Create the Milo Trolling Playbook. You Should Stop Playing Right into It.” New York Observer, February 7, 2017. “Jesus, CEO.” The Economist, December 20, 2005. Marean, Curtis W. “How Homo Sapiens Became the Ultimate Invasive Species.” Scientific American, July 14, 2015. Menand, Louis. “What Personality Tests Really Deliver.” The New Yorker, September 3. 2018. “The Mormons.” American Experience, Frontline. https://www.pbs.org/mormons/faqs/mission.html. Rhode, Jason. “The Sudden, Shocking Fall of Nate Silver.” Paste, July 13, 2016. Sinek, Simon. “Millennials in the Workplace.” https://www.youtube.com/watch?v=hER0Qp6QJNU. Stromberg, Joseph, and Caswell, Estelle. “Why the Myers-Briggs Test Is Totally Meaningless.” Vox, October 8, 2015. Wohlsen, Marcus. “I Just Want Nate Silver to Tell Me It’s All Going to Be Fine.” Wired. October 16, 2016. The best hype artists never stop learning. Neither should you. If you would like me to send you my recommendations of additional books about propaganda, cult tactics, blatant self-promotion, and various other forms of mischief making, visit hypereads.com/list. 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, 64, 103–104 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 Alliance building, 15, 19–21 Alliteration, 115–119 ALS (amyotrophic lateral sclerosis), 64 ALS ice bucket challenge, 64 Alternative point of view, 61, 128–129 Alt-right movement, 68 Altucher, James, 25, 66 American Apparel, 67–68 American Psychological Association (APA), 97 American Society of Muslims, 44 Amway, 131–133, 139, 156 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 Appreciation, 16–17, 20–21 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 Attention, xx, 63–66 Audience, cultivating, 24–25 Authority, 98, 104 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 challenging accepted, 61, 126 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 Bismarck, Otto von, 8–9, 11 Blame, 161 Blavatsky, “Madame” Helena, 76, 145–147 BMW, 116 Bolshevik Revolution, 77, 112 Book in Box, 24–25 Book of Doctrine and Covenants, 45 Books, writing, 145–148 Boredom, 127–128 Boston University, 106 Bowie, David, 20–21, 29, 30 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 Carnegie, Dale, 50–52, 147 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 Christianity, 47–48, 56 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 Civil War, 49, 87 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 Commands, giving, 104, 119 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 Confidence, 94, 105–106, 135 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 Credibility, 99–100, 107–108 Creel Committee, 14, 116 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 Deceit, 78, 108 Decision making: credibility signals for, 100 emotions in, xx, 162–164 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 Dopamine, 103, 137 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 Edison, Thomas, 80–81, 176 Effortless action, 164 Ego, 16–17, 20–21 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 in response to hype, xvii, 47 Empathy, 162 Endorphins, 136, 137 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 Expertise, 104, 146 Exploding Plastic Inevitable event, 137–138 Fairey, Shepard, 113–114 Familiarity, 49–50, 120–121 Fard, Wallace D., 42–43, 45 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 Forbes (magazine), 108, 171 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 Fox, Kate, 85–86, 145 Fox, Maggie, 85–87, 145 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 Germany, 8–9, 28 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 Greene, Robert, 66, 85 Guatemala, 14 Gurdjieff, George Ivanovich, 157–158 Hamilton (musical), 6 Hansson, David Heinemeier, 128–129 Hard work (see Work, fetishizing) Harley-Davidson, 6, 89 Harvard Business School, 101 Harvard University, 117 Hatred, as a unifier, 3, 4 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 Hoffer, Eric, 1, 127, 139 Hoffman, Abbie, 63–64 Holiday, Ryan, 25, 66–69 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 Hustle, xi–xiv, 9, 153–157 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: beliefs of, 144, 151 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) In-groups, 4–5, 7 Internal state, of hype artists, 161–164 International Institute of Four Square Evangelism, 116, 125 International Management Group (IMG), 149–150 Interview (magazine), 17, 20 Isis Unveiled (Blavatsky), 146 Islam, 44 Jain, Carola, 38 Jargon, using, 49–50, 109 Jay-Z, xix Jesus of Nazareth, 47, 141 Jobs, Steve, xix, 11, 33, 139 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 jargon, 49–50, 109 scientific vocabulary, 103–106 simple, 112 The Language Instinct (Pinker), 115 Le Bon, Gustave, 13, 34–35, 117 Leadership, 9–10, 52 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 Loki (Norse god), 56, 63 London, England, 1–3 Los Angeles, Calif., 125, 159 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 Macintosh (computer), 11, 139 Macy’s, 61–62 Madoff, Bernie, 176 Magicians, 46, 73, 76 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 Manifestos, 91, 151 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 Mass movements, 127–128, 156 Massachusetts Institute of Technology (MIT), 115 Maurey, Max, 57, 59 Max, Tucker, 24–25, 66, 67 MBTI (Myers-Briggs Type Indicator), 150–151 McCormack, Mark, 149–150 McFarland, Billy, 176 McKinsey&Company, 151 McLaren, Malcolm, xii, 22 McLeod, Kembrew, 55 McLuhan, Marshall, 118 McPherson, Aimee Semple, 116–117, 125–128 Meaning making, 74, 119, 158 Median Empire, 71–73 Meditation, 166, 167 Meetings, staging for, 134 Megachurches, 116, 125, 149 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 Millennials, xix, 104–105 Miller, James, 61, 121 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 Moon, Sun Myung, 155–156, 158 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 Mormon Church, 45, 156 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, N.Y., 30, 35, 130 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 Norse mythology, 56, 63 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 Omaha, Neb., 120, 121 Oneida commune, 156 Online media, niche marketing on, 19–21 Ontario, Canada, 126 Osteen, Joel, 125 Ouspensky, Peter Damien, 157 Out-groups, 4–5, 7 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 Peak (business), 36, 37 Pelosi, Nancy, 6 Persians, 38, 72 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 Predictions, 33–34, 94–95 Prefrontal cortex, 162 Prestige, 34–35, 38, 108 The Pretenders (band), 22 The Principles of Scientific Management (Taylor), 101 Privilege, xv–xvi, 56–57, 170 Procter&Gamble, 132 Professionals: persona construction by, 31–35 staging for, 134–135 Propaganda, 5–7, 14, 113 Prophecy, 91–95 Protagonists: casting of, 138–140 in narrative of accomplishments, 77–78 Providence, R.I., 114 Psychological arbitrage, 106–108 Pulp fiction, 141, 142 Punk (magazine), 130, 131 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 Rand, Ayn, 33, 77–78, 89–90 Ranking systems, 149–150 Ransom, Michael R., 73–74 Read & Riot (Tolokonnikova), 65 Real estate, staging in, 133 RealAge.com, 18 Recognition, 16–17 Recruitment, 149, 156 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) Repetition, 111–114, 119–123 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 Roberts, Xavier, 130, 131 Robertson, Pat, 125 Rochester, N.Y., 86 Rock and roll, xii, xvi, 122 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 Scientology, 143, 147 The Secret (Byrne), 147 Secret society (see Circle of influence) Self-promotion, xiii–xiv in China, 107–108, 171–173 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 Sex Pistols, xii, 22 Shame, about work hard, 160–161 Shields, Brooke, 89 Shock value, 59 Showtime at the Apollo (television series), x Silver, Nate, 91, 92, 94 Simplification, radical, 112, 122–123 Sinek, Simon, 103–105 Six Sigma, 144–145 Skills exploitation, for magi persona, 79–80 Sloganeering, 112, 118–119 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 Spiritualism, 85–89, 145–146 Spontaneity, choreographing, 132–133 Staging, of events, 131–135 “Start with Why” (TED Talk), 103 Stewart, Bill, 120–122 Stewart, Matthew, 97, 102 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 Stress, 162–163, 166 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 Surprise, 73, 84, 128–129 Symbols, repetition of, 113–114 Talent, success and, xi–xii Taoism, 164 Taylor, Frederick Winslow, 101–103 Taylor, Kathleen, 46, 162 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 Theosophy, 87, 147 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 Trump, Donald, 5–7, 10–11 Trust Me, I’m Lying (Holiday), 68–69 Tur, Katy, 6 Twain, Mark, 156 Uncertainty, dealing with: by filling void, 87–88, 93–95 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 World War I, 14, 27, 116 World War II, 139, 141–142 Worthiness, 73–77, 83–84 “WrestleMania 2230” (Schein), ix WTF (podcast), 22 Wunderkinds, 21, 66–67 Wu-wei, 164 Xygalatas, Dimitris, 136, 137 Yeses, small, 46–47 Yippie movement, 63–64 Yoruba, 56 Zajonc, Robert, 112 Zheng, Zeyu, 106–108, 171 Zoom calls, staging for, 134 Zuckerberg, Mark, xix ABOUT THE AUTHOR Michael F. Schein is the founder and president of MicroFame Media, a marketing agency that specializes in making idea-based companies famous in their industries. 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. He is also the creator of the popular Hype Book Club, which provides regular recommendations of books about hype artists and hype strategies. You can download these recommendations for yourself by visiting hypereads.com/list. Contents 1. Cover 2. Title Page 3. Copyright Page 4. Dedication 5. Contents 6. Acknowledgments 7. Introduction How I Became a Professional Hype Artist (and Why You Should Too) 8. Hype Strategy #1 Make War, Not Love 9. Hype Strategy #2 Create Your Own Secret Society (the Piggybacking Principle) 10. Hype Strategy #3 Perfect Your Packaging 11. Hype Strategy #4 Give the Little Babies Their Milk 12. Hype Strategy #5 Become a Trickster (at Least for a Little While) 13. Hype Strategy #6 Become a Magus 14. Hype Strategy #7 Find a Void and Fill It 15. Hype Strategy #8 Make It Scientific 16. Hype Strategy #9 Prayers, Spells, and Symbols 17. Hype Strategy #10 Embrace Theater and Drama 18. Hype Strategy #11 Set Down a Rock for Your Followers to Cling To 19. Hype Strategy #12 Fetishize Work, Master Effortless Doing 20. Epilogue 21. Bibliography 22. Index Guide 1. Cover 2. Title Page 3. The Hype Handbook: 12 Indispensable Success Secrets From the World’s Greatest Propagandists, Self-Promoters, Cult Leaders, Mischief Makers, and Boundary Breakers Page List 1. i 2. ii 3. iii 4. iv 5. vi 6. vii 7. viii 8. ix 9. x 10. xi 11. xii 12. xiii 13. xiv 14. xv 15. xvi 16. xvii 17. xviii 18. xix 19. xx 20. xxi 21. 1 22. 2 23. 3 24. 4 25. 5 26. 6 27. 7 28. 8 29. 9 30. 10 31. 11 32. 12 33. 14 34. 15 35. 16 36. 17 37. 18 38. 19 39. 20 40. 21 41. 22 42. 23 43. 24 44. 25 45. 26 46. 28 47. 29 48. 30 49. 31 50. 32 51. 33 52. 34 53. 35 54. 36 55. 37 56. 38 57. 39 58. 40 59. 41 60. 42 61. 43 62. 44 63. 45 64. 46 65. 47 66. 48 67. 49 68. 50 69. 51 70. 52 71. 53 72. 54 73. 56 74. 57 75. 58 76. 59 77. 60 78. 61 79. 62 80. 63 81. 64 82. 65 83. 66 84. 67 85. 68 86. 69 87. 70 88. 71 89. 72 90. 73 91. 74 92. 75 93. 76 94. 77 95. 78 96. 79 97. 80 98. 81 99. 82 100. 83 101. 84 102. 85 103. 86 104. 87 105. 88 106. 89 107. 90 108. 91 109. 92 110. 93 111. 94 112. 95 113. 96 114. 98 115. 99 116. 100 117. 101 118. 102 119. 103 120. 104 121. 105 122. 106 123. 107 124. 108 125. 109 126. 110 127. 112 128. 113 129. 114 130. 115 131. 116 132. 117 133. 118 134. 119 135. 120 136. 121 137. 122 138. 123 139. 124 140. 126 141. 127 142. 128 143. 129 144. 130 145. 131 146. 132 147. 133 148. 134 149. 135 150. 136 151. 137 152. 138 153. 139 154. 140 155. 141 156. 142 157. 143 158. 144 159. 145 160. 146 161. 147 162. 148 163. 149 164. 150 165. 151 166. 152 167. 154 168. 155 169. 156 170. 157 171. 158 172. 159 173. 160 174. 161 175. 162 176. 163 177. 164 178. 165 179. 166 180. 167 181. 168 182. 170 183. 171 184. 172 185. 173 186. 174 187. 175 188. 176 189. 177 190. 178 191. 180 192. 181 193. 182 194. 183 195. 184 196. 185 197. 187 198. 188 199. 190 200. 191 201. 192 202. 193 203. 194 204. 195 205. 196 206. 197 207. 198 208. 199 209. 200 210. 201 211. 202