PERSONAL DEVELOPMENT 34 REAL-LEADERS.COM / SPRING 2022 The four geniuses of self-marketing featuredhere all knew full well how to grab the limelight and turn themselves intodistinctive brands. Like every successful brand, theywere instantly recognizable and set themselves apart fromtheir peers.They turned specific features of their appearance intounmistakable trademarks—just likeproducts. As an impact leader, consider howyour personal brandand values can scale and serve yourworld-changing idea By Dr. Rainer Zitelmann Personal Impact: How to Be a Genius at Self-Marketing STEPHENHAWKING MASTER OF THE UNIVERSE Hawkingdecided towork ina fieldwhere therewas not somuch competition and where he could more easily generate attention. When he was starting out, the most talented physicists were all choosing elementary particle physics, but Hawking decided to go into cosmology and general relativity, two fields in which far fewer scientists were working. Hawkingwas not bothered if his colleagues enviedhim or accused him of playing to the “popular science” gallery. He wanted to be popular and made every effort to write a book about science that would be accessible to a general readership — and he was determined to write a bestseller. When negotiating with potential publishers, he made it a condition that the book would be available in airport bookstores across America. He turnedadisadvantage—his disability—intoanadvantage. The cover of his biggest bestseller was adorned with a photograph of him in a wheelchair. He even copyrighted the signature sound of his synthetic voice. And when it came to self-publicity and dealing with the media, he placed the humaninterest side of his story front and center. Hawking turneddefeats intopublic relations victories. Even when forced to admit that he had lost one of his scientific wagers, he staged his capitulation as a major media event and generated the greatest possible media attention. GETTY IMAGES / BRUNO V INCENT
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