Lee Schneider is the founder and communications director at Red Cup Agency. Red Cup builds networks for startups, working in traditional PR, social channels and advertising. He is the author of the Amazon bestselling book "Be More Popular: Culture Building for Startups," ranked at #1 in the Amazon Startup category, and also "Chronicle of a Startup Town: Los Angeles." His background includes 20 years of media production for Dateline NBC, Good Morning America, A&E, The History Channel, The Learning Channel, Bravo and Food Network. He is the co-founder of three children and is married to a goddess.