Edward Koch served three terms as Mayor of New York City, from 1978 to 1989 and became known for his fiscal feats and affordable housing program, as well as for asking, "How'm I doing?" At 83, he is still active in politics, as a writer, speaker and adviser, as well as a partner in the law firm of Bryan Cave LLP. In addition, he regularly creates buzz as the host of a Saturday morning radio program on Bloomberg, a weekly guest on NY1 television, and columnist for The New York Press and NewsMax. Today Ed speaks with Jesse about his new book, BUZZ: How to Create It and Win with It. Ed shares the self-marketing secrets behind his success and staying power and reveals how anyone can attract attention (the right kind) and get others to listen and take action by applying the techniques and guiding principles— honesty, integrity, and ethics—that work for him.