Inventor and Renaissance man Elon Musk has been compared to such historic figures as Leonardo da Vinci, Thomas Edison, and Benjamin Franklin. While these geniuses toiled in semi-obscurity, Musk came up in the information age. What’s more, he is arguably the greatest scientific showman of our time.

As a marketer, chances are you are not planning to take a rocket to the moon in the near future, but there is still a lot you could learn from Musk’s media mastery.

Musk clearly understands how to game the press, his followers and the general public. His announcements are carefully designed to build excitement and interest in his projects and boost admiration for Musk himself.

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