Why do Tiffany Haddish, Tom Hanks, Meryl Streep and Apple’s Tim Cook turn us on, and why do some other public figures drive us crazy and turn us off?
Who are the behind-the-scenes gurus who help public figures turn us on or off? And what do Moses and Benjamin Franklin have to do with any of it?
In The Turn-On, garnering rave reviews and named one of Porchlight Book Reviews’ top five marketing books of the year, Steven Goldstein breaks down the industry of creating likeability and how public figures present it. Based on his 30 years of experience and his consulting for clients at Steven Goldstein Insights, Steven tells us why we like certain public figures and dislike others. As a television producer, Congressional lawyer, leader of state and national civil rights organizations, and advisor to corporate and political leaders, Steven has been a mover and shaker in every sector of American power.
In showcasing nearly 300 of the world’s best-known stars as well as up-and-comers, Steven has developed a paradigm that describes how we fall in like, reminiscent of falling in love, with the public figures who shape our lives. He identifies eight traits of likeability that every public figure reveals to us in successive pairs, with each pair deepening our relationship with that person. The pairs are: Captivation and Hope; Authenticity and Relatability; Protectiveness and Reliability; and Perceptiveness and Compassion. But the traits aren’t static. As Steven reveals, likeability isn’t just something you have or you don’t. Likeability can be manufactured – and it can disappear. Public figures can be their own worst enemies in saying or doing things that turn us off. Why do we forgive some but not others?
The Turn-On will make you think twice about a celebrity reinvention, a glamorous media appearance, or a perfectly crafted speech, and will give you the tools to take control of your own likeability and become more like your favorite star.