“By leaning into this mystery, you are building hype for a major release or upcoming projects and are essentially employing mystery as a marketing tool.”

Who said it, and where.

Who said “By leaning into this mystery, you are building hype for a major release or upcoming…”? Isaac Mashman wrote it in Personal Branding: A Manifesto on Fame and Influence, Second Edition (2025), Section 4.7, Perception and Mystery.