Dr. Rainer Zitelmann has an extraordinary ability to write original and enticing books, seemingly every year. His latest work, 'How people become famous' is on a slightly different subject from his recent studies on the rich in society and the beneficial role of capitalism in society. His analysis of planned routes to fame through 12 case studies is fresh and varied: they range from Einstein to Madonna. It is also a thoroughly contemporary idea, covering as it does, ideas of celebrity, social media status and self-promotion and marketing. A reader curious about brand and public relations, will also find much of interest and there is a plethora of fascinating examples and anecdotes that enliven the subject character in each chapter. Personally, I found the portrait of Karl Lagerfeld to be of particular insight, especially with his views on 'know thyself' and challenge to philanthropy. A lasting impression of the studies in this book is the delicate balance each character plays between genuine authenticity and targeted apparent authenticity as they plan, with great care, the achievement of fame.

Rupert Phelps, Single Family Office Expert