The Hype Handbook: 12 Indispensable Success Secrets From the World’s Greatest Propagandists, Self-Promoters, Cult Leaders, Mischief Makers, and Boundary Breakers

HYPE STRATEGY #5

BECOME A TRICKSTER

(at Least for a Little While)

One can get away with most anything by making people tap their toes, laugh, or shake their heads in disbelief.

—KEMBREW MCLEOD

Only moments after the god Hermes was born, he snuck away from his mother to do a prank. In this first day of his life, the Greek god stole a herd of cattle from his elder half brother Apollo and then set about inventing the lyre out of a tortoise shell. When Apollo found out about his baby bro’s antics, he was not pleased. The elder deity was getting ready to take some Olympic-scale revenge when Hermes proposed a deal. In exchange for Apollo’s forgiveness, Hermes would give him the lyre. Apollo couldn’t help but be amused by the little brat, took him ...