The Turn-On | Steven Goldstein

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

Extended Synopsis

Why do we gravitate toward certain public figures—from political leaders to Hollywood celebrities—while others leave us cold? In The Turn-On, author and strategist Steven Goldstein breaks down the mechanics of the "likeability" industry. Drawing on twenty-five years of experience as a television producer, Congressional lawyer, and civil rights leader, Goldstein explores how powerful individuals manufacture, maintain, or destroy their public image.

Goldstein introduces a proprietary paradigm for understanding how the public "falls in like" with figures in politics, business, and entertainment. By identifying eight core traits of likeability—captivation, hope, authenticity, relatability, protectiveness, reliability, perceptiveness, and compassion—he reveals how these qualities are paired to deepen our personal connections to public figures. This book goes behind the scenes to expose the gurus shaping these narratives, offering readers a critical framework to evaluate media appearances and providing actionable tools to cultivate their own likeability in any professional or personal environment.

Accolades & Key Features

• The Paradigm of Likeability: Introduces eight essential traits that determine how we emotionally bond with public figures.
• Insider Analysis: Leverages the author’s diverse career in television, law, and civil rights to pull back the curtain on image management.
• Practical Application: Provides tools for readers to analyze celebrity reinventions and improve their own personal influence.
• Case Studies: Examines real-world figures such as Barack and Michelle Obama, Donald Trump, Warren Buffett, and various entertainment stars.

Reader Targeting

• Students and professionals in communications, public relations, and political science.
• Readers interested in social psychology and the behavioral mechanics of celebrity culture.
• Individuals seeking to understand the influence of media narratives on public opinion and personal success.

About the Author

Steven Goldstein is a versatile strategist whose career spans the sectors of television production, Congressional law, and civil rights leadership. As a communications advisor to corporate and political figures, he has navigated the highest levels of American power, providing him with a unique vantage point on the manufacture and maintenance of public identity.

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