Listen to them with their chatter of far off places. Look at them with their luxury cars and expensive clothes. Always talking, talking, talking.

They’d like you to think they’ve got it all worked out, wouldn’t they? Just don’t look past the self-absorption, banality, and their deliberate little place at the center of attention.

Instead, think about what they are so often not: respectful or interesting. When Seneca writes that “slavery resides beneath marble and gold,” he leaves out the other attribute: stupidity. It makes you soft and sloppy and obnoxious. Don’t even get started whether they’re happy (actually do the math on the numbers these guys are throwing around)

We like to say with smug satisfaction “nobody lies on their deathbed and says, ‘I wish I’d worked more.’ Well, nobody really says “I’m SO glad I spent all that time skiing” either. Those things don’t matter either–they aren’t happiness or meaning. And in fact, they may be more dangerous because they feel like they do.

When we are young or inexperienced, we envy these people–or at least a part of us does. We unconsciously think we are supposed to be like them. The idea is to own a Rolex right? And be able to talk about what Abu-Dhabi is like, of course.

Or is it? What if the idea is to actually like yourself and the work you do enough that you don’t feel the subconscious desire to flitter around all the time. What if you don’t talk about yourself or (talk that much period) because you’re thinking about important things? What if the idea is to feel better in simple dress, to have no problem with a coach seat even if you could afford otherwise. The more I think about it, yeah, that’s the idea. That you may suffer less the less insufferable you are.

Well, the time is finally here. I can announce my first book: Trust Me, I’m Lying: Confessions of a Media Manipulator (website)

I’ve never spoken about what I do for a living on my site, but the book reveals all that. I am a media manipulator for billion dollar brands to #1 New York Times bestselling authors. For the first time, I expose all the secrets of my profession, analyze why it exists and ultimately, what it means for the world in which we live. It’s a book deeply rooted in history and research, along with my first-person experiences. I didn’t want this to be some toothless, condescending book of media criticism. I name names in it, and I show where the bodies are buried—because I put many of them there. Ultimately, it’s not just a book about marketing but about strategy, culture and media.

Its release will be incredibly controversial, as you can see from the early coverage. GalleyCat reported my advance was as high as $500,000. Gawker predicted it would “easily be both the best and the worst book of the year.” Edward Jay Epstein was kind enough to say it should be “required reading for every thinker in America.” Trust me, there will me more of this praise (and hatred) to come.

After more than 3 years of research and a year of writing and editing, I can safely say this is the best work I have done thus far in my life. I hope to share that with you—and any success that might come along with it.

You can buy the book anywhere, including through the following links:
Amazon
iBooks
Barnes and Noble
Indiebound
800CEORead
BooksAMillion

I know many people who call themselves authors, but they’ve never sold a book. I have, and now I know that it wasn’t that hard. The book took three months. Or maybe they have sold a book, and three years later they’re still writing it even though the topic isn’t a difficult one. Not that they’re Robert Caro struggling with an epic, they enjoy living the life of a writer more than writing, or you know, doing things. I know PhD students years deep into grad school and no closer to graduating. I know people talk about entrepreneurship but they aren’t one. They’re just regular guys. Same goes for “experts” “marketers” and “thinkers.” Mostly posers or dilettantes.

I don’t mean people who try to be cool or anything like that, but people who give themselves credit for accomplishments that haven’t happened yet. It’s not that they aren’t working on their book or start-up or whatever. They are. They just can’t close the deal. They aren’t in control of their own lives.

You know who doesn’t go around calling themselves “The Boss?” Bosses. Why? Because real authority is implicit, not explicit. The same goes for superlatives and occupation titles. You leave those for the people who follow you, who buy your work, who write about you, who introduce you. These meaningless words mean something to some people because it helps them definer their relationship to the world. That’s the wrong way to do it. You, the writer, don’t relate to the world as a writer—you relate to the world as you. The world relates to you and your writing. For [writer], plug in entrepreneur, expert, student, athlete or whatever. The leader is the leader because he leads.

Live a life of standards, not descriptors. Wake up each morning and live like a boss.

This isn’t just a power tactic, though it is a good one. It is a life tactic. It’s how you prevent yourself from becoming a clueless asshole (or a delusional never-been). From thinking that things that don’t matter, matter. It’s so easy on the internet to present an idealized version of yourself, and in the process, forget which is the real and which is the fake. It’s easier to cede control than have control. Don’t fake it until you make it. Shut up until you make it. And then when you make it, you’ll be so used to being that way that you still won’t feel all that inclined to talk about it.