The Turn-On: How the Powerful Make Us Like Them-from Washington to Wall Street to Hollywood

by Steven Goldstein Narrated by Steven Goldstein

Overview

How 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? And who are the behind-the-scenes gurus who help public figures turn us on or off? Steven Goldstein, a civil rights leader who has worked in politics, business and entertainment, breaks down the industry of creating likeability and how public figures manufacture likeability-and how they sometimes destroy it through scandals.

As a television producer, Congressional lawyer, leader of state and national civil rights organizations, and communications advisor to corporate and political leaders, Steven Goldstein has been a mover and shaker in every sector of American power. He knows what makes public figures likeable.¿¿Based on his twenty-five years of experience and original teachings, Goldstein tells us why we like certain people, and dislike others, in politics, business, and entertainment.

Why do we let some into our personal world and refuse to let others enter? Goldstein has developed a paradigm that describes how we fall in like, reminiscent of falling in love, with the public figures who shape our lives.¿¿And Goldstein names names. Why do we like Ellen DeGeneres and Morgan Freeman, yet find Gwyneth Paltrow sometimes maddening? Why do we like Warren Buffett, Microsoft's Satya Nadella and Google's Sundar Pichai aside from their products and profits? And apart from our ideology, why do some of us like Barack and Michelle Obama and others Donald Trump, and what does Ben Franklin have to do with any of it?

¿¿Goldstein identifies eight traits of likeability that every public figure reveals to us in pairs, with each pair deepening our relationship with that person. The pairs are:¿¿

• Captivation and Hope
• Authenticity and Relatability
• Protectiveness and Reliability
• Perceptiveness and Compassion

Goldstein not only tells us how we fall in like with public figures, but he also reveals the behind-the-scenes players in politics, business and entertainment who shape who we like. Likeability isn't just something you have or you don't. Likeability can be manufactured-and it can be destroyed. 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 tools to take control of your own likeability and become more like your favorite star.

Supplemental enhancement PDF accompanies the audiobook.

Editorial Reviews

From the Publisher

Insightful… A psychologically provocative study on the gravity of charm, charisma, and outward impressions.” — Kirkus Reviews

References to present-day events improve readers’ understanding of the author’s thesis and the work’s timely relevance. Highly recommended.
— Library Journal (starred review)

Kirkus Reviews

2019-08-19
An examination of likability in media, politics, and business.

In his debut book, Goldstein draws from his multifaceted careers as a TV producer, congressional attorney, political consultant, and LGBTQ civil rights leader to probe the dynamics of widespread appeal in the public eye. He opens his insightful analysis with a real-life example of reputation preservation when he was contacted by Osama bin Laden's half brother seeking assistance in saving the family name. Goldstein defines likability as a collection of the qualities that "welcome us into a satisfying emotional relationship" with another. As he notes, all of us can use these traits to encourage an appealing reaction from others. He calls the recognition of these key features "likeability literacy" and lucidly describes how outward appeal can enchant and captivate, much akin to falling in love, but it can also be important for companies to embrace it to ensure profitability and customer loyalty. In terms of public personalities, Goldstein points out specific characteristics shared by figures like Benjamin Franklin, who instinctually engaged his constituents through uplifting stories; Ellen DeGeneres, a relatable celebrity who captured a nation's attention with a live Oscar telecast selfie, America's sweetheart Betty White; and social justice advocate Malala Yousafzai. These and many others, Goldstein acknowledges, have garnered positive attention and greatly enthralled followers while a noted lack of these likable traits can cause popularity quotients (and stocks) to sink and elections to be lost. Goldstein's expertise shines most in his delineations of eight classic likability traits and how each factors into and cultivates our impressions, opinions, and takeaways of others, particularly public figures like CEOs, world leaders, and celebrities. He breaks down each trait and pinpoints their individual strengths and durability within the arena of today's hypercritical, impressionable culture, stressing the conclusive perception that "likeability is leverage." An oddly tempting self-assessment analysis encourages readers to measure their own overall appeal.

A psychologically provocative study on the gravity of charm, charisma, and outward impressions.

Product Details

BN ID:	2940173125668
Publisher:	HarperCollins
Publication date:	10/22/2019
Edition description:	Unabridged

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