Ryan Holiday's Theories of Misconceptions

Ryan Holiday is someone who used to manage PR and public relations related things for American apparel. He would start by fabricating something, a very controversial at the bottom of a chain. So when he was promoting a movie coming out about a guy named Tucker Max, he like literally defaced a billboard. Then he leaked a tip about it anonymously or one of Tucker Max's billboards. And then he leaked something about that to blogger or publication who then covered it. That got picked up by other publications were trying to feed a ravenous news cycle. Eventually another group defaced billboard or poster related to the movie because they were caught in this trend.