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

In "The Turn-On: How the Powerful Make Us Like Them—from Washington to Wall Street to Hollywood," Steven Goldstein, a seasoned civil rights leader and communications expert, delves into the complex mechanics of likeability in the public sphere. Published on October 22, 2019, this engaging narrative explores why figures like Tiffany Haddish, Tom Hanks, and Tim Cook captivate us, while others might repel. Drawing from his extensive background in politics, business, and entertainment, Goldstein reveals the orchestrated efforts behind public figures' appeal and the catastrophic slip-ups that can tarnish their image permanently. Goldstein introduces a unique paradigm of 'falling in like,' analogous to falling in love, pinpointing eight traits of likeability that influential personalities exhibit. These traits, ranging from Captivation and Hope to Perceptiveness and Compassion, not only deepen our connection but also shape our perceptions and attitudes towards these figures. This book is particularly beneficial for college students exploring themes of education equity, economic justice, and racial justice, offering a deeper understanding of how likeability intersects with power and influence. "The Turn-On" encourages readers to critically evaluate the authenticity of public personas and inspires them to harness the principles of likeability in their own lives.