The book
The Fugazi Kid
The Architecture of Deception
A memoir by William Branley — part Wall Street confession, part field guide to the performance of success. Published by Koehler Books, November 24, 2026.
Publication details
Publisher
Koehler Books
Distributor
Ingram
Publication date
November 24, 2026
Pages
186 pp
Trim size
6×9 in
Paperback ISBN
979-8-89747-361-8
Hardcover ISBN
979-8-89747-362-5
Ebook ISBN
979-8-89747-363-2
About the author
William Branley
Tulane psychology → Cantor Fitzgerald trader → Inside Edition → AECOM Tishman, managing resilience after Sandy → VP at American Academy of Hospitality Sciences, vetting the world's luxury hotels for the International Star Diamond Award → author.
“I've lived in the room where credibility is priced, and the lobby where it's polished. THE FUGAZI KID is my first book — not a takedown, but a field guide. For anyone who's ever wondered if they're selling a product or performing one.”
Lives in New York City.
From the pages
“We don't have impostor syndrome. We have impostor strategy.”
“Credibility is a derivative — traded, leveraged, shorted.”
“Five-star reputations from one-star souls.”
“The Fugazi Kid is a compelling reminder that there is a profound difference between the appearance of success and the substance of it. Branley's willingness to expose his own pursuit of the 'shine'—and the lessons he learns when that shine finally fades—makes this memoir both entertaining and deeply thought-provoking.”