Lee Schneider is a creative director, author and instructor specializing in network building for growth companies. He is an author and podcast producer.


Lee Schneider is an author, podcast producer, public speaker, and the owner and founder of Red Cup Agency. Red Cup is a communications agency based in Santa Monica, CA. The digital publishing agency works at the intersection of media and editorial. Red Cup provides research and editorial support for articles, ebooks and guest posts, including OpEd pieces. Red Cup produces podcasts for clients. Red Cup’s client base includes growing companies in edtech, medtech and food tech. The company manages book launches and author promotion campaigns.

Mr. Schneider also offers coaching and branding services for job seekers at redcup.us.

The company was founded in 2010. The “red cup” in the name comes from Mr. Schneider’s mother Jane, who was a sculptor. Before she started any new project, she drank from a red cup. The image has always symbolized the creative nature of the company. Mr. Schneider is on Twitter as @docuguy. He writes for Medium. Podcasts he produces include Cult/Tech and Future of Food.

He is an instructor for USC, teaching a popular online course about media, marketing, and entrepreneurial thinking. He has taught marketing courses for General Assembly in Santa Monica, CA.

Mr. Schneider was the founder of Digital Fundraising School, an online school that offered crowdfunding classes to entrepreneurs, media makers and tech startups. He was the founder of DocuCinema, a media production company. He was co-creative director of The Shelter Media Project, a multi-media chronicle of the design for good movement in architecture.

He has written, produced, directed and edited documentaries for The History Channel, Discovery Health Channel, The Learning Channel, Bravo, Food Network, Court TV (tru tv), ReelzChannel, A&E and many corporate clients. He started his career as a freelance writer at Good Morning America and was a producer at Fox and Dateline NBC. While still in college, he wrote for The Fort Worth Star-Telegram, as a general assignment reporter. He is married and has three children. He practices yoga and is a coffee snob.

View a detailed career history on LinkedIn. Fun fact: He was a writer on the iconic cartoon series ThunderCats.


ACE YOUR EBOOK Smashwords edition and Kindle Edition, published in 2017.

The Angel Playbook: An Essential Guide for Entrepreneurs and Angel Investors.  Amazon Kindle edition and audiobook published in 2017.

Powerful Online Message Delivery: Free and Low-Cost Platforms for Creative Companies and Individuals. Amazon Kindle Edition 2016.

Chronicle of a Startup Town: Los Angeles. Amazon Kindle edition published 2015. Paperback edition released in 2016. Smashwords edition 2017.

Be More Popular: Culture Building For Startups.  Amazon. Kindle edition published 2014. Paperback edition published 2015. Audiobook edition published 2016. Smashwords edition 2017.

Amazon Author page.

Selected articles posted in Techli

How to Pitch Your Startup: Advice from an Angel

ThinkCERCA:  How to Get Ed-Tech Startup Traction

Coloft: A piece of LA Startup History

Los Angeles: Dawn of a Startup Town

The LA Startup Ecosystem is Different

Selected articles posted in Medium

Social Narrative Mastery

Are Students Renting or Owning Their Education

Bloated: Food Tech Goes Over the Edge

Writing Practices

News Bias and News Ecosystems

Focus and Flow in Startups

Get Inside the Mind of an Angel Investor

Why Be a Storyteller? 

Why Science Needs Help Talking About Itself

Magazines and YouTube, Story and Image

Selected articles posted in Huffpost

Why Start Your Own Podcast? 

Designing with the Other 90%

Participatory Design in Detroit Heals a Neighborhood

Building Change One Brick at a Time in Haiti, China and Indonesia

Putting My Head in the Tiger’s Mouth

Married to a Holy Vibe Chick

What is Natural Wine?

Curry Stone Design Prize: Design With a Mission

Selected Articles and Press about Lee Schneider

4 characteristics that have come to define LA tech, by Patrick Hechinger, Built in Los Angeles

Lee Schneider: How Los Angeles Became a Startup Town, by Ben Kuo, SoCALTECH

Starting Up and Starting Over, by Noah Smith, SMASHD – quoted

NYC Offers Classes on How to Kickstart Your Kickstarter, by Gena Hymowech Village Voice – quoted

Public Interest Design blog writing about Lee Schneider media presentation.

Traveling Fast and Light with Repurposed Journalist Lee Schneider
The Repurposed Journalist

Should Entrepreneurs Go to College?
Transcription of podcast interview on Startupbros.com

Workshops and Webinars

Visual Storytelling and Entrepreneurship in Media, USC School of Architecture
Digital Fundraising School – online conferences and crowdfunding classes
How to Publish Your Book on Amazon: An Indie Publishing Guide – BigMarker
How to Tell A Story Online – Talk for photographers who want to expand their portfolio into video
Secrets of Social Media – Public Architecture
Digital Storytelling for Design Activists – Architecture for Humanity
Designing Media for Social Change –  University of Minnesota, College of Design
Digital Storytelling – University of Minnesota, College of Design

Classes and Talks

How to Make Your Startup Insanely Popular – General Assembly
How to Write a Pitch to Bloggers and Journalists – General Assembly
Launch Your Crowdfunding Video with Your iPhone or Smartphone – General Assembly
Online Marketing Analytics  – General Assembly
Capital Idea: Getting Started with Crowdfunding – General Assembly
Visual Literacy in Media for Architecture and Design – University of Southern California, Dept of Architecture – member of USC faculty

Design Open Mic:  Shelter:connect.  Lee Schneider and Richard Neill discussing design activism at Architecture for Humanity in San Francisco

USC School of Architecture – Lecture and Presentation about Design Activism
Panel Moderater – San Francisco Green Film Festival – Activist Architecture
Panelist – Design for Good, Room & Board, Culver City
Presenter – Using LinkedIn – Santa Monica Chamber of Commerce

Radio Interviews

wSRadio- Find a Low Friction, Organic Path to Content and Social Media Channels
Lee Schneider, Communications Director for Red Cup Agency shares his thoughts and insights on Using Social Media, Creating Content and Understanding Your Market. Lee is also the author of “Be More Popular: Culture-Building for Startups,” an Amazon #1 Bestseller in the Startups category, as well as “Chronicle of a Startup Town: Los Angeles.”

Podcast Interviews

Approachable Architect Podcast: Guest Lee Schneider speaking about his work as the director of the Shelter movie

‘Smart Marketing for Small Business‘ is a weekly podcast on blogtalkradio.com conducted by Leslie Wolff, CEO of Smart Marketing Group. As the third guest in the lineup, Lee Schneider talks about engaging with prospective clients using MailChimp or Constant Contact and also discusses the value of blogging.

Driving Your Marketing. Guest Lee Schneider speaks about why your business might not need to be on Facebook

beGlobal Podcast – interviewer 12 episodes
TechSmart Podcast – interviewer 25 episodes
Cult/Tech Podcast – interviewer – 39 episodes

Social Media Channels

Red Cup Agency on Twitter: http://twitter.com/redcupagency 2K followers

Lee Schneider on Twitter: http://twitter.com/docuguy  12K followers

Lee Schneider on Medium http://medium.com/@docuguy 1.7K followers

Lee Schneider’s Facebook Author Page: https://www.facebook.com/lee.schneider.author

Selected Media Releases by Red Cup Agency

Rebel Girls Book Hits a Million Dollars in Funding
The most successful original book in crowdfunding history.

UnSit’s #Walkie Award Honors John Ratey
John Ratey’s discussion of walking at work for health.

UnSit’s #Walkie Honors Diana Nyad for Innovation
Diana Nyad contributes to the walking movement.

Matt Wenk, Celebrated Chief Winemaker At Two Hands In Australia, Will Focus On His Private Label, Smidge Wines
Matt Wenk officially launches Smidge Wines.

TBWA/Chiat/Day Hosts Lars Topelmann Sticker Exhibit
Our client Lars Topelmann Photography is featured in an exhibit at an ad agency

Red Cup Agency and Organic Wine Exchange Leading Education Campaign about Natural Wine

Red Cup Agency to lead online campaign for Childless Mothers Adopt

Cover Oregon Makes Health Care Choices Accessible
Our client Lars Topelmann Photography photographs a health care campaign

Announcing the Release of Magic Dirt from Smidge Wines
Our client Smidge Wines announces a new release

Real Food Daily is the Nature’s Plate People’s Choice Winner in Los Angeles
Our client Real Food Daily wins the Nature’s Plate People’s Choice Award

World Renowned Wildlife Photographer Launches New Online Portfolio
Our Client BigAnimals Expeditions launches a new portfolio

Expedition Leader Amos Nachoum Leads Adventure in Antarctica
Our client BigAnimals Expeditions leads an expedition

Reach for Me reaches Netflix and Amazon on September 13th, 2011

Images and Logos for Download

This Dropbox link has all the art on this page.  Or select what you need from the images below.


Red Cup Agency


Lee Schneider


Lee Schneider




Book Covers

The Angel Playbook


Get your copy on Amazon.

Be More Popular: Culture-Building for Startups

Powerful Online Message Delivery