Cass R. Sunstein’s book “How to Become Famous: Lost Einsteins, Forgotten Superstars, and How the Beatles Came to Be” explores the complex nature of fame and success. Here is a summary of the key points of the book.
Fame Isn’t Just Talent: Unpacking Cass Sunstein’s ‘How to Become Famous’
Cass R. Sunstein’s book “How to Become Famous: Lost Einsteins, Forgotten Superstars, and How the Beatles Came to Be” is a fascinating exploration of what makes someone famous, and why others with equal or greater talent may be forgotten. It goes beyond the conventional wisdom that fame is a natural outcome of talent and explores the powerful role of timing, luck, and societal dynamics. This book encourages readers to think critically about the ingredients that blend together to make someone “famous.”
The Complexity of Fame: More Than Just Talent
One of the central arguments Sunstein makes is that fame is not solely about talent or hard work. While talent is, of course, necessary, it is only a single piece of a much larger puzzle. Sunstein explores the cases of “lost Einsteins” – brilliant individuals whose contributions never reached widespread recognition. He points out that the talents of forgotten inventors, musicians, and writers often matched, or even surpassed, those who gained fame, yet circumstances kept them in the shadows.
Take, for example, Jane Austen. While she is now celebrated as a literary genius, much of her fame was established long after her death. Sunstein argues that the social context, timing, and the availability of her works played as much a role in her fame as her talent did. Another poignant example is Vincent van Gogh, whose work gained recognition only after his tragic death. Had he been in the “right place at the right time,” perhaps his life and career would have looked very different.
Luck and Timing: A Fine Line Between Stardom and Obscurity
One of the book’s more thought-provoking ideas is the role of luck and timing in the achievement of fame. Sunstein highlights the early days of the Beatles, noting that their success wasn’t just a result of their musical innovation. Rather, it was their exposure to the right people at the right moment—such as meeting their future manager, Brian Epstein, or their chance to perform regularly at the Cavern Club in Liverpool—that catapulted them to worldwide fame.
“Countless people who are ambitious, determined, resilient, and able do not become eminent. One more time: beware of selecting on the dependent variable!”
Bob Dylan is another prime example Sunstein uses to illustrate the importance of being “in the right place at the right time.” According to the Luck Factor, by Richard Wiseman, “luck is being at the right place, at the right time and doing the right things”. Luck Factor offers suggestions how to boost your luck, as opposed this book which only talks about it. Dylan’s rise to fame came during the folk music movement, which created a receptive audience for his talents. If Dylan had appeared during a different cultural climate, his story may have been markedly different.
Informational Cascades and Network Effects: How Fame Spreads
Another crucial idea in the book is the concept of “informational cascades,” where the popularity of an individual grows simply because others say it should. Essentially, fame often follows a snowball effect – the more people know of someone, the more others become interested in them, assuming there’s something there worth admiring. Sunstein uses this concept to explain why some people, like Steve Jobs, not only became successful but transcended into a level of cultural legend that goes beyond their work.
“Reputational cascades” further complicate this process. People make decisions based on how they want to be seen by others, and this dynamic affects how fame proliferates. The examples Sunstein presents range from Bob Dylan’s early supporters boosting his reputation through word-of-mouth to the reputation of Bob Marley flourishing after being championed by a key circle of influencers in the music industry.
Watch Sunstein, C. R. talk about How to Become Famous: Lost Einsteins, Forgotten Superstars, and How the Beatles Came to Be.
The Lottery of Life: Fame as an Act of Serendipity
Sunstein goes on to argue that there is a distinct element of chance at play in who becomes famous. He refers to it as the “lottery of life” where factors like skin colour, social class, or even the type of education received play a role in determining one’s chances of reaching stardom. Fame, then, isn’t just a meritocracy—it’s deeply influenced by structural inequalities and the often random coincidences that people encounter on their journey.
He also warns readers about confusing correlation with causation. Just because successful people share traits like persistence or a specific kind of work ethic doesn’t mean these traits alone led to their success. Instead, many famous individuals were lucky enough to have key opportunities placed before them at the right moment. As Sunstein says, “The idea that sheer determination or natural talent alone can create fame is simplistic; the truth is much messier.”
Lost Einsteins and Forgotten Superstars
The stories of lost Einsteins and forgotten superstars are among the most poignant parts of the book. These are individuals whose talent and genius rivalled that of famous figures, but they lacked the critical mass of social or cultural forces to push them into the spotlight. Sunstein highlights figures like Rosalind Franklin, whose groundbreaking work on DNA went unrecognised for years. This exploration reveals how arbitrary fame can be and asks us to consider who might still be missing from the cultural canon today.
Fame: A Multifaceted Phenomenon
Ultimately, “How to Become Famous” does not offer a step-by-step guide to gaining fame. Rather, it unpacks why fame is often unpredictable and why cultural icons like the Beatles or Austen became renowned while others languished in obscurity. Fame is a product of talent, but also of serendipity, social networks, and, as Sunstein carefully reminds us, a fair bit of luck.
For anyone interested in understanding the mechanics behind why certain artists, scientists, or musicians rise to the top, Sunstein’s book is a treasure trove of insights. It leaves readers questioning the inevitability of fame and recognising how many hidden talents never get their due because they weren’t in the right place at the right time.
Sunstein closes the book with a powerful statement: “For every Einstein that changes the world, there are dozens more who remain unheard.” This line serves as a sober reminder that fame, far from being a guaranteed result of talent, is a strange, unpredictable cocktail of skill, timing, social proof, and sheer chance or luck.
Fame as a Dependent Variable
In Sunstein’s exploration of fame, we can infer that he treats fame as a dependent variable, influenced by various independent factors that determine its outcome. In behavioural economics, dependent variables are outcomes that are influenced by other factors, and in this case, fame itself is the outcome shaped by a complex web of influences. One such factor is talent, which Sunstein acknowledges is crucial but insufficient by itself to guarantee recognition.
Sunstein addresses the issue of ‘selecting on the dependent variable,’ which is a common mistake when analysing success and fame. Many business books attempt to identify traits shared by successful people and then claim these traits are the secret to their achievements. The problem is that this approach ignores those who share the same traits but did not succeed. By focusing solely on the successful cases, these analyses often lead to incorrect conclusions, mistaking correlation for causation. Sunstein urges caution, highlighting that fame is influenced by a myriad of factors beyond the obvious shared characteristics.
Timing and luck are equally significant; being in the right place at the right time, as seen in the examples of the Beatles and Bob Dylan, can determine whether someone’s talent turns into widespread fame or fades into obscurity. Social dynamics, including informational and reputational cascades, also significantly contribute to fame. These cascades illustrate how fame can snowball through group behaviours and collective beliefs. Social networks, persistence, cultural context, and even the quantity of output also serve as critical independent variables. For example, having champions or supporters in the right circles can dramatically alter the trajectory of one’s career, as it did for Bob Dylan and the Beatles.
In addition, the frequency and quality of an individual’s contributions can determine how visible they become in the cultural sphere. Even posthumous recognition, such as that experienced by Van Gogh, points to the unpredictability of fame, suggesting that fame may not always align with an individual’s lifetime but may instead emerge through historical reassessment. By framing fame as a dependent variable shaped by these and other factors, Sunstein provides a nuanced understanding of why some individuals achieve fame while others, despite similar talents or efforts, may not. It highlights the randomness and serendipity involved in becoming a cultural icon, challenging the notion that fame is ever solely merit-based.
The Moral of the Story
If there’s a moral to Sunstein’s narrative, it’s that we should approach fame with a sense of humility. Recognising the impact of timing, social connections, luck and even randomness on fame allows us to better appreciate the talents that do become famous—and perhaps, even more importantly, seek out and support those who might otherwise remain hidden.