One of the best parts of having a column in Inc. is getting to talk to so many fascinating people. Today is no exception. Jeetendr Sehdev has been referred to as "the world's leading authority on celebrity" by the New York Times, and his latest book The Kim Kardashian Principle: Why Shameless Sells (and How to Do It Right) has reached its bestseller list (as well as thirteen others).

For those of you who are regular readers of my column, you can probably guess why this topic is so interesting to me. The Kardashians are one of the latest entries in a long line of hype artists and self-promoters that have shaped our world. Whether you like them or despise them, you can't afford to ignore them if you are looking to up your success quotient in the 21st century.

Michael: There have been hype artists and publicity-seekers throughout history. What makes today's self-promoters different?

Jeetendr: Eighties media manipulation tactics are over including publicity stunts and contrived celebrity images. Savvy audiences see right through them. What's at a premium today is authenticity. We have to be authentic, we have to be brave, we have to have an opinion. Just look at the new breed of celebrities and digital influencers like Pew Die Pie, Zoella, and KSI. They're keeping it real to bust through and develop a legion of followers.

Michael: The subtitle of your new book is "Why Shameless Sells." Why has shamelessness become such a valuable marketing tactic in the 21st century?

Jeetendr: I believe in freedom of expression and equal rights for all. Saying what you really think and feel is not just empowering but necessary to resonate in a divisive world. Today everyone wants to take sides in a war. Sure, some people will vilify or demonize you for your point of view but others will love you for it.

Michael: Do the principles you discuss only apply in the world of reality TV and entertainment, or can they be applied to other industries?

Jeetendr: The Kim Kardashian Principle applies to all images, ideas and brands looking to break through. I describe the book as part memoir, part marketing guide, and part manifesto for narcissism. I'm glad that the universal message is striking a nerve with so many different people around the world.

Michael: What you call the Kim Kardashian Principle is often viewed as a negative. Is there a positive side to this shift?

Jeetendr: Labeling a generation lazy, entitled or stupid isn't going to help. How can you create ideas for an audience you don't have empathy for? There's a huge generation gap and a difference in value system that needs to be better understood. That's exactly what the S.E.L.F.I.E. framework addresses, the six universal truths or paradigm shifts that are needed. I talk about how ideas need to be "you-centric," not "audience-centric." How hate is a status symbol and not something to avoid. Aiming for perfection is passé and it's your flaws that make you fascinating. If this sounds like the opposite of everything you've ever heard about marketing, you're probably right.

Michael: Looking our five...ten...twenty years, what can we expect to see? Will there be a backlash to this sort of "shameless self-promotion" or will the trend continue?

Jeetendr: I don't have a crystal ball and I'm not a futurist but I believe that the people who focus on what they believe and what they want to create, regardless of the blowback, will continue to win. Fortune favors the bold. It always has.