How people become famous

Rainer Zitelmann, whose previous books include ”The Power of Capitalism and “Dare to be Different and Grow Rich,” has produced a volume telling his readers “How People Become Famous.” As with several of his other books, he chooses to do this through examples, looking at the careers of several famous people. In its pages we see such figures as Albert Einstein, Andy Warhol, Stephen Hawking and Donald Trump. Several others are included such as Steve Jobs, Madonna and Princess Diana.

Many of us might find it difficult to discern what such a disparate group had in common with each other, but Dr Zitelmann shows that all of them had and used the power of self-marketing. All of them deliberately projected themselves to the world through a variety of techniques that they shared.

One might think that fame requires one to be among the best in one’s field, but the author shows that this is not necessarily true. They were scientists who made a bigger contribution than Stephen Hawking. There were real estate dealers who did far better than Donald Trump. Princess Diana had only lacklustre schooldays, only winning prizes only as “most popular girl” and for “the best kept guinea pig.”

What they did do was to carefully cultivate a distinctive image. As Doctor Zitelmann puts it, “one of the rules of self-marketing is that you don’t need to look better, you need to look different.” Albert Einstein deliberately cultivated his image as a dishevelled scientist and an eccentric. Andy Warhol exhibited an instantly recognizable look. The others, too, had a distinctive trademark look that marked them out.

All made sure always to do things that drew attention to themselves. Famously Schwarzenegger went out in the street in his posing brief to be photographed at a building site. The photo was in many of the papers next day.

None of the figures in the book ever wanted to be like everyone else. They all believed they were special. All of them sought the company of other celebrities knowing this would enhance their own fame. Each of them was, in his or her own way, an expert at self-promotion. What they had in common, says Dr Zitelmann, was the ability to market themselves to the public.

Often it took a degree of provocation, doing somewhat outrageous things, doing things that are noticed. They thought it was better to be thought shocking than not thought of at all, though many had the sense later in their careers to back down from the shock value they courted initially.

Many of them cultivated an image of being close to people. Steve Jobs and his trademark roll-neck black jumper and jeans, Donald Trump who spoke the language of ordinary people and liked many of the things that they enjoyed doing. Many maintained the sense of self irony, and an ability to laugh at themselves, and most retained an almost childlike self-obsession late into their lives.

The author takes his readers through the lives of a dozen superstar celebrities, analyzing how they achieved that status. The book is a fascinating read, crammed with insightful anecdotes.