SPRING 2022 / REAL-LEADERS.COM 35 PERSONAL DEVELOPMENT Dr. Rainer Zitelmann is a historian and sociologist, a world-renowned author, businessman, and real estate investor. These summaries are from his new book How People Become Famous. OPRAHWINFREY THE AMERICAN DREAM COME TO LIFE Oprahnever tried tobeat her competitors — other talk show hosts — in areas where they were stronger, e.g., on political or cerebral topics. Even in the earliest phases of her career, she was indifferent when her critics accused her of being superficial and sensationalist. Ratings and popularity meant far more to her than critical acclaim. Despite her undisputed celebrity status, Oprahalwaysmadeher audiencebelieve that shewas one of them. Her viewers felt that she understood them because she had the same problems and worries they did, including struggling with her figure and experiences of abusive or unhealthy relationships. For years, her talk show’s theme tune was the song “I’m Every Woman.” Although she regularly devoted her talk shows to topics that presented her guests as victims, she still empoweredpeopleby giving themthe stronghope that they could shape their own destinies andhad the opportunity to change their lives and succeed, even if they had been victims in the past. If her audience needed further confirmation, Oprah’s own life story offered the best proof: the rags-to-riches tale of a survivor of childhood abuse who went on to become the richest and most famous Black woman in the world. Rather than positioning himself as an entrepreneur, Jobs cultivated the image of an artist, rebel, and guru. He gave the impression thatmore was at stake than just the latest electronic products—namely, changing theworld (“make a dent in the universe”) and a struggle for freedom (Apple) and against total mind control (IBM). Jobs elevatedproduct presentations toanart form and made major launches feel more like religious revival meetings. He prioritized marketing and public relations. Having returned to Apple, but beforehe evenhadanewproduct to launch, he spent $100million on the “Think Different” advertising campaign. Jobs was a master of formulating bite-sizedandquotable coremessages for the media. Hedidnot try tohidehis weaknesses — he was highly emotional and frequently lost control of his feelings. He embraced them as components of his brand image. He could cry just as unreservedly in the presence of others as he could shout and be goofy. He celebrated his “craziness” and made it the core of his brand image. STEVE JOBS THE ENTREPRENEUR AS ARTIST, REBEL, AND GURU PRINCESS DIANA QUEEN OF HEARTS Princess Diana knew how to turn her inferiority complexes and psychological weaknesses intohighly effective assets. Her lack of a formal education helped her develop a close rapport with the public; she turned her psychological conditions into a helper syndrome, and her own deep-seated vulnerability formed the basis for her empathy – allowing her to transform herself into the Queen of People’s Hearts. From the very beginning, she was very active in press relations and cultivatedpersonal relationships witheditors andphotographers. She was interested in journalists as people. Despite her elevated social status, she was very close to the people and not arrogant. Shemadeher empathy for theweakher unique sellingpoint. People with high emotional intelligence, in contrast to classic intellectual capacity, often demonstrate special empathetic abilities. They can sense what others feel, more quickly recognize the hidden signals in the behavior of others, and are more finely attuned to what others need or want. n GETTY IMAGES / DAV ID L I V INGSTON/ GETTY IMAGES / JUST IN SULL I VAN LEN TRI EVNOR / DAI LY EXPRESS / HULTON ARCHI VE / GETTY IMAGE
RkJQdWJsaXNoZXIy MjY3Mjcw