The Turn-On

September 1, 2019
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.

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Starred review from October 1, 2019

Goldstein's background as a congressional lawyer, television producer, activist, and communications adviser has provided him ample opportunity to study the construct of likability. Here he shares his understanding of how public figures in the fields of politics, entertainment, or business become admired, focusing on personalities that exercise influence over society. The author distills likability into eight characteristics, each accompanied by three subtraits, all which interact to raise or lower one's appeal quotient, all while demonstrating how each characteristic relates to the next. For instance, captivation along with its subtraits of passion, presence, and erudition form the foundation of appreciation. Drawing on historical and current events, Goldstein explains how public figures improve their ratings, how scandal tarnishes one's reputation, and why some people bounce back while others never recover. He further describes how personalities can be surprisingly likable in spite of their irritating qualities. The final chapter details how readers can improve their own likability. Hundreds of endnotes strengthen the author's statements. VERDICT References to present-day events improve readers' understanding of the author's thesis and the work's timely relevance. Highly recommended.--Lydia Olszak, Bosler Memorial Lib., Carlisle, PA

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