How to Become Famous … Jane Austen and Mohammed Ali, The Beatles and Bob Dylan … harnessing the power of culture and networks, and what it means for brands and business today

August 25, 2024

“How to Become Famous: Lost Einsteins, Forgotten Superstars, and How the Beatles Came to Be” by Cass Sunstein explores the complex nature of fame and success. Sunstein delves into the factors that contribute to an individual’s rise to fame, including talent, resilience, luck, and serendipity. He examines various fields such as music, literature, business, science, and politics to understand why some individuals become famous while others do not.

The book explores how information spreads and influences people’s perceptions, leading to the rise of certain individuals or works to fame. In particular it focuses on how certain individuals or works gain disproportionate attention and success due to network effects and power laws. And how group dynamics and polarization can impact the recognition and success of individuals.

Here are some of the “fame” stories explored, and the lessons from which can be applied to building awareness and reputation in today’s world, for individuals and equally for business and brands:

• The Beatles: Sunstein delves into the serendipitous rise of The Beatles, exploring how their success was not just due to their talent but also a series of fortunate events and circumstances4.
• Jane Austen: The book highlights how Jane Austen, initially not considered the greatest novelist of her time, became an iconic figure in literature due to posthumous recognition and changing cultural perceptions.
• Bob Dylan: Sunstein discusses Bob Dylan’s journey to fame, emphasizing the role of luck and timing in his success.
• Muhammad Ali: The book explores Muhammad Ali’s rise to fame, focusing on his unique personality, talent, and the socio-political context of his time.
• Stan Lee: Sunstein examines Stan Lee’s contributions to the comic book industry and how his innovative ideas and collaborations led to his lasting fame.

These case studies illustrate the various factors that contribute to fame and success, highlighting the interplay of talent, luck, and external circumstances. Here are the ones which I picked out, and a bit about how they can apply to brands in today’s world:

• Luck and Serendipity: The role of chance events and fortunate circumstances in an individual’s rise to fame is a central theme. Sunstein highlights how even the most talented individuals often need a bit of luck to achieve widespread recognition. In today’s fast-paced, interconnected world, chance encounters and unexpected opportunities can significantly impact one’s career and success. The viral nature of social media exemplifies how a single lucky moment or post can catapult someone to fame overnight.
• Network Effects: Sunstein explores how social networks and connections can amplify an individual’s visibility and success. The idea that “success breeds success” is examined in depth. Social media platforms and digital networks amplify the impact of network effects. Influencers and celebrities can leverage their large followings to gain even more visibility and success. The “rich get richer” phenomenon is evident in the digital age, where popular content creators often attract more attention and opportunities.
• Information Cascades: The book discusses how information spreads through society and influences people’s perceptions and decisions. Sunstein delves into how trends and popularity can emerge from the way information is shared and adopted. The way information spreads online plays a crucial role in shaping public opinion and trends. Viral trends, memes, and news stories often gain traction through information cascades, where individuals’ decisions to share or engage with content are influenced by others’ actions.
• Talent and Hard Work: While acknowledging the importance of luck, Sunstein also emphasizes the role of talent, dedication, and perseverance in achieving fame. He examines how individuals hone their skills and persist in the face of challenges. While talent and hard work remain essential for success, the digital age has made it easier for individuals to showcase their skills and reach a global audience. Platforms like YouTube, Instagram, and TikTok allow talented individuals to gain recognition and build careers through consistent effort and creativity.
• Cultural and Historical Context: Sunstein explores how the cultural and historical context in which individuals live can shape their opportunities for fame. He examines how societal norms, values, and events influence who becomes famous and why. Our current cultural and historical context, including the rise of the internet, globalization, and evolving social norms, shapes opportunities for fame. Movements like #MeToo and Black Lives Matter have brought attention to previously overlooked voices, reshaping the landscape of fame and recognition.
• Group Polarization: The book delves into how group dynamics and the tendency for like-minded individuals to reinforce each other’s beliefs can impact recognition and fame. Sunstein examines how polarized groups can propel certain individuals to prominence. Online communities and social media platforms can create echo chambers where like-minded individuals reinforce each other’s beliefs. This group polarization can lead to the rapid rise of certain individuals or ideas to fame, as groups rally around shared values and amplify specific voices.
• Posthumous Recognition: Sunstein discusses how some individuals achieve fame only after their death. He explores the factors that contribute to posthumous recognition and how it can differ from fame achieved during one’s lifetime.The digital age has made it easier to preserve and rediscover the work of individuals who were not widely recognized during their lifetimes. Social media and online archives allow for the posthumous recognition of artists, writers, and thinkers whose contributions may have been overlooked.

These themes highlight the interplay between technology, culture, and human behavior in shaping fame and success in modern society. They underscore the importance of understanding the various factors that contribute to recognition and the complex dynamics that drive the rise of individuals and ideas, businesses and brands, to prominence.