How to Become Famous: Lost Einsteins, Forgotten Superstars, and How the Beatles Came to Be

by Cass R. Sunstein

Fame. It's like a series of lotteries in life—will you draw a winning ticket? A lot depends on luck, but this book shows it's possible to increase one's chances . . . Consider the most famous music group in history. What would the world be like if the Beatles never existed? This was the question posed by the playful, thought-provoking 2019 film Yesterday , in which a young, completely unknown singer starts performing Beatles hits to a world that has never heard them. Would the Fab Four's songs be as phenomenally popular as they are in our own Beatle-infused world? The movie asserts that they would, but is that true? Was the success of the Beatles essentially inevitable due to their amazing, matchless talent? Maybe. It's hard to imagine our world without its stars and celebrity geniuses—they become a part of our culture and history, seeming permanent and preordained. But as Harvard law professor (and passionate Beatles fan) Cass Sunstein shows in this startling book, that is far from the case. Focusing on both famous and forgotten (or simply overlooked) artists and luminaries in music, literature, business, science, politics, and other fields, he explores why some individuals become famous and others don't and offers a new understanding of the role of greatness, luck, and contingency in the achievement of fame. First, Sunstein examines recent research—on informational cascades, power laws, network effects, and group polarization—to probe the question of how people become famous. He explores what ends up in the history books, in the great religious texts, and in the literary canon—and how that changes radically over time. He delves into the rich and entertaining stories of a diverse cast of famous characters, from John Keats, William Blake, and Jane Austen to Bob Dylan, Ayn Rand, and Stan Lee—as well as John, Paul, George, and Ringo. How to Become Famous takes you on a fun, captivating, and at times profound journey that will forever change your perspective on the latest celebrity's "fifteen minutes," the nature of memory, success and failure in business, and our enduring fascination with fame.

Genres: Nonfiction, History, Audiobook, Celebrity

272 pages, Hardcover

Published May 21, 2024

About the author

Cass R. Sunstein is an American legal scholar, particularly in the fields of constitutional law, administrative law, environmental law, and law and behavioral economics, who currently is the Administrator of the White House Office of Information and Regulatory Affairs in the Obama administration. For 27 years, Sunstein taught at the University of Chicago Law School, where he continues to teach as the Harry Kalven Visiting Professor. Sunstein is currently Professor of Law at Harvard Law School, where he is on leave while working in the Obama administration.

Reviews

[simona.citeste · Rating 3 out of 5]

Nu prea mi-a plăcut, nu mi-a transmis mare lucru și n-am descoperit aici informații de păstrat sau idei interesante.

Avem câteva povești care surprind personaje faimoase și ce a dus la reușita lor.
Concluzia e că sunt foarte mulți factori care determină dacă ajungi sau nu faimos, adică nimic concret.

Unele personaje îmi erau cunoscute și mi-a plăcut povestea iar la unele am dat pagina fără mare interes.

[Jason Furman · Rating 5 out of 5]

I like to read books by my friends. But Cass writes more quickly than I can read. I confess that I only read this one out of guilt because he handed me a copy that he had just purchased for me at full price in a bookstore. But I'm really glad I did.

In lieu of a review I'm pasting the email I sent to Cass after reading it (with a few names of friends and former classmates redacted to XX's, sorry you won't know the other great actors in Harvard's Class of 1992):

----
From: Jason Furman
To: Cass Sunstein
Subject: A few comments on your book
Date: June 13, 2024 9:41am

1. It is outstanding. A lovely combination of social science, speculative thinking, literary appreciation, and being inside your strange mind.

2. In the paperback you should fix the only error in the book: deleting the words “still is” after talking about the importance of Scientific American. At least on gender issues it is deeply unscientific and an embarrassment.

3. You are reasonably objective about the Yesterday thought experiment, even managing to be objective about the role of chance in such world historical geniuses as The Beatles and Bob Dylan. But I found you lost all objectivity and reason in discussing Star Wars which came across as something that surpassed and transcended all contingency to be pure, unadulterated timeless fame.

4. You don’t appear to read enough foreign language fiction, just about the only foreign reference was to Tolstoy and you didn’t provide any evidence that you read past the first sentence of Anna Karenina. In my book about how to become famous there will be an entire chapter on Cervantes and the only element of luck will be that the bullet that hit him in the Battle of Lepanto missed his head/heart by a foot. Other than that his fame was inevitable and based on the fact that Don Quixote is even better than Star Wars. I would also have Pushkin, Gogol and Kafka. And more Dickens, but I was glad to see the enthusiasm for Great Expectations even if it is not as good as Bleak House.

5. I often do the “run history 100 times” thought experiment with various things. Like Obama’s effort to pass an immigration bill (it passed in 25 of the times), XX being successful (80 of the times, part of the evidence is the “independent draws” of his success in different context that were not just the Matthew Principle), or fame.

6. I’ve had this idea, possibly infeasible, that we might be able to get at some of the issues about “objectivity” vs. information cascade/polarization/chance with LLMs. The idea would be to train a model only on data through, say, 1860. And then give it all the books published in 1861 without telling it the authors and ask it to rank them. Would Great Expectations be first? If you’re worried that it already formed its views about what greatness was based on earlier Dickens novels and their reception then cut the training off in 1836.

7. I wish you had more on scientific genius and fame. You mostly deal with “subjective” greatness but there is something objective about how much more Newton got new and right than anyone else in his time. The big issue raised by scientific fame (and possibly is related to artistic fame, although a bit less obvious), is the issue of “inevitability’ and “simultaneous discovery”. If there was no Newton we would have had calculus (in fact was simultaneously discovered), would we have had everything else and in short order? Darwin is enormously famous but mostly because he accelerated publication and wrote a bit better, we would have basically had the same theory even without him. Most of quantum mechanics seems like simultaneous discovery where if this person didn’t do it then would that person. Is Einstein different? Special relativity comes straight out of Michelson-Morley, the Lorenz Transformations, etc., hard to believe it wouldn’t have been found soon after 1905. But general relativity? Is it possible that absent Einstein we still would not have it? I’ve had the same fantasy about the LLM experiment, but might need better AI, but train it on data through 1910 and see if it figures out general relativity.

8. Next time we’re together I have to tell you about my family’s friendship with the Dylan family when I was young. It is related to fame.

9. The example I use with people on fame, chance, hard work and ability is my freshman year roommate (and still friend) Matt Damon. Matt was one of the 4 best actors in my class (along with XX, XX and XX), I’m reasonably confident in the objectiveness of that assessment, ability to do different voices, characters, etc. He was one of the 2 most focused on being a movie star in my class (our first conversation was about how he would be a movie star), tied with XX. So relative to Harvard he was a 1 in 800 talent. Harvard recruits based on exceptional talent so I’m willing to stipulate, guessing here, he was a 1 in 4,000 talent for people born in 1970. But that means there were 1,000 people who were just as good at acting born in that year and luck was the reason he did better than the other 1,000 of them (including Ethan Hawke, Uma Thurman and Rachel Weisz).

10. I’ve always meant to read Joyce Carol Oates. But I’m a bit of a completist which would be rather dangerous in her case (or yours for that matter).

11. I enjoyed the Houdini chapter but wasn’t sure I understood the point of it.

What’s your address, I want to reciprocate by sending you a great novel about how to become famous—and reversals of fame. [NOTE - Cass will be getting a copy of [book:The Fraud|66086834] which, in part, illustrates some of the reversals in fame that he discusses in the book--with William Harrison Ainsworth getting massively eclipsed by Charles Dickens over time, a reversal from their contemporaneous positions.]

[Sherif Gerges · Rating 2 out of 5]

Couldn’t finish this book. Though entertaining, it’s basically a string of self-evident observations masquerading as insight. Its central thesis is that that fame follows predictable, intuitive patterns - is stretched thin over recycled anecdotes. Coffee table stuff.

[Franchesca Nicole · Rating 2 out of 5]

This book was ok! I think the examples weren't that good, and even though the book prefaced by saying that there is no formula to becoming famous, it just kept repeating the same things with its case studies. I wish there were more variety in explaining the minor details, even if it was luck, on what led some people to become famous or hidden.

[Tamalee (TheKnittingGoose) · Rating 5 out of 5]

I thought it was really interesting to read and I learned a lot about famous people and people who aren’t as well known. Mary Brunton, for example, wrote books around the same time as Jane Austen was and yet her name has faded into obscurity. I’m really glad I won the giveaway for this book.

[Chuck Neal · Rating 4 out of 5]

Intriguing and entertaining theories on why certain people become famous and most don’t. No easy way and luck are governing forces at work. Learned about some fascinating people who were or weren’t famous and why
Cass Sunstein is one of my favorites

[Arathy · Rating 4 out of 5]

This is a fun book about the randomness of life and fame. How does one come about fame? Sunstein argues that it is as random as not coming about it- sort of like ALL the stars have to align. He uses case studies from a number of different pop culture domains to explain that sure, quality itself matters, but without chance itself, you wouldn't be a part of the canon. Interesting read!

Thanks to Netgalley for an ARC

[Daniel · Rating 2 out of 5]

How to become famous? Have lots of luck, reasonably good talent, meet the right people, have cult-like followers, dedicated advocates, and lots of luck.

The talent can be socioculturally determined thus never fixed; the right people are only right for specific talents; cults are determined by the current belief systems, advocates sometimes appear out of nowhere.

Just have lots of luck already

[Terena]

took 5ever for me to finish but it was kinda interesting i guess

[Mary · Rating 5 out of 5]

An informative read

[M. · Rating 5 out of 5]

It was a good read.

[Justin Bitner · Rating 4 out of 5]

A good book, and a solid entry point for someone who hasn't read any of the Sunsein/Thaler/Kahnemann books in the past. It references a lot of the major themes of informational/reputational cascades, group polarization, all the hits.

It doesn't dive too deep into the stories of any particular famous and almost-famous folks, but gives you enough of a taste to inspire you to trawl the web to find out more.

[Gamma Ng · Rating 3 out of 5]

The Serendipity of Fame: Luck and Opportunity Behind Success
I recently finished reading How to Become Famous: Lost Einsteins, Forgotten Superstars, and How the Beatles Came to Be by Cass Sunstein, and it made me rethink how fame is truly forged. From the success of The Beatles to the stories of many historical figures, the book attempts to analyze the essence of fame through the lens of social science. Is it solely talent that determines everything, or are luck and opportunity the real key?

First, it’s important to address that the book's title can be somewhat misleading. How to Become Famous might suggest that the book offers readers a “how-to” guide or a formula for achieving fame, but in reality, it’s far from that. The book does not teach you specific steps on how to become famous; rather, it explores the randomness and uncertainty behind success and fame. Many readers (myself included) might have started the book with high expectations, only to find that the content doesn’t fully align with its title, leaving a sense of mild disappointment.

Early in the book, Sunstein presents an intriguing thought experiment: If The Beatles had never existed, would their music still have achieved the same level of popularity? This directly brings to mind the 2019 film Yesterday, where an unknown singer performs The Beatles’ classic hits in a world that has never heard of them, and he becomes an instant global sensation. The film posits that The Beatles’ songs would inevitably succeed in any era. However, Sunstein offers a different perspective, suggesting that even with extraordinary talent, success is a delicate interplay of “luck” and “timing.”

In addition to The Beatles, the book also touches on many famous artists, writers, and scientists from history, including John Keats, William Blake, Jane Austen, and Bob Dylan. Some of these individuals were largely unrecognized during their lifetimes, only to become immortalized later. This reminds us that the path to success and fame is not always linear. These examples illustrate that fame is not solely a product of talent, but is heavily influenced by external factors—such as the social environment, the era, and even chance events.

While the book delves into fascinating theories, such as information cascades, network effects, and group polarization, the case studies themselves start to feel somewhat repetitive. As a reader, I found myself wanting more detailed and in-depth analysis, especially regarding the specific, subtle factors that tipped certain individuals toward fame. Unfortunately, Sunstein seems more inclined to simply recount famous figures' stories rather than offering concrete “routes” to fame, leading to a slight lack of depth.

That said, the book still provides plenty of thought-provoking ideas. One of its highlights is how it emphasizes the importance of “opportunity” and “timing” in personal achievement. The story of Leonardo da Vinci’s Mona Lisa becoming famous after being stolen in 1911, or The Beatles only achieving widespread fame after years of performing, both force us to reconsider the role of randomness in history. These stories reveal that talent alone is not always the deciding factor in fame—what truly matters is whether one can seize the fleeting opportunity at the right time and place.

The title of this book may indeed mislead those looking for a clear-cut formula for fame. Yet, for those curious about the serendipity of success, the role of chance in shaping history, or the intersection of social science and celebrity, it offers a thoughtful journey. With a light and often humorous tone, it reflects on the unpredictable nature of fame, reminding us that no singular path leads to it. As the book itself suggests, there is no definitive formula to follow—only moments to capture.

[Larry Coleman · Rating 1 out of 5]

The title, like the cake, is a lie. This book has almost nothing to do with the title. Apparently clickbait isn't just for the internet anymore.

And here's something a non-fiction book should never, ever, EVER do: make up a lie, then at the end, say the equivalent of "lol jk." Sunstein does this with a story of Connie Carver at the beginning of Chapter 2, although instead of "jk," he says, "Okay, okay, I have been lying; I described a counterfactual world." What on Earth would possess an author of nonfiction to EVER do that? Or for an editor to not kill it on the spot? It's not funny, it doesn't do anything to move the point forward, and all it does is to immediately tell the reader not to believe anything else in the rest of the book.

Have you heard of the Music Lab experiment? If not, you will by the time you're done with this. You'll hear about it so much that you'll be sick of it, especially with the times it's invoked when it doesn't actually prove (and sometimes says the opposite of) the point. Sunstein is way too enthralled with the idea of early downloads, and he jams the concept in everywhere like a high schooler who's put off a ten-page paper until the night before and keeps superficially referring to something he found while skimming the assigned reading.

For that matter, the entire book reads like someone who was given an assignment and then starts writing until he finds the answer. That's actually fine; it's a legitimate way of approaching a topic when done by the right person. However, the book never loses its feel that the author is still sifting through and grasping to find that answer. By the end, it has the shape and form of something that was a failed project. That's okay, too: not everything works out. Sometimes you just have to cut your losses and set it aside for a year or a decade or a lifetime. Instead, Sunstein seems to have decided that since he's already written 200 pages, it was fine to just send off to be published. And, somehow, it was.

Don't try to keep track of how many times he asks a question and then says, "We'll get to that later." Especially since as often as not, he never actually gets to that. He does, however, spend a lot of time saying the same thing over and over.

The only time the book makes any progress on its promised goal is, sadly, when he spends some time discussing H. J. Jackson's Those Who Write for Immortality. So, basically, the only time he says something about the topic, it's him referring to someone who actually had interesting things to say about it and seems to grasp the premise much better than he has. A bright spot, one of the few I've taken from the book, is finding out about Jackson's book.

I've had both Nudge and Noise on my reading list for a while. After reading this book, I'm crossing both of them off. This is the most disappointing nonfiction book I've ever read.

[C.G. Twiles · Rating 3 out of 5]

This wasn't quite what I expected based on the title and description. I'd thought it would be very analytical—burrowing into what made some people famous and others (equally as talented and hardworking) get nowhere. While it SORT OF was that, there was no real teeth in the analysis, just the author asking rhetorical questions like "Would the Beatles have become famous if they hadn't met Brian Epstein?" Anyone can ask questions like that. Everyone knows that fame is achieved only with high levels of luck and riding the zeitgeist, but the author didn't really delve into this in any kind of hardcore way. (I would also like to chastise the editor who allowed the word "terrific" to be in the text dozens of times.)

Still, it was a somewhat entertaining read. I just reviewed How to Become Famous by Cass R. Sunstein. #HowtoBecomeFamous #NetGalley Thank you to the author, publisher, and NetGalley for an ARC in exchange for an honest opinion.

[J Kromrie · Rating 4 out of 5]

Thanks to the publisher and Netgalley for this eARC in audiobook format.

In Cass R. Sunstein’s thought-provoking audiobook, “How to Become Famous,” we embark on a captivating journey through the enigmatic world of fame. Narrated by Tom Beyer, this exploration transcends mere celebrity status, delving into the intricate mechanisms that propel some individuals to stardom while leaving others in obscurity.

Sunstein challenges the notion that fame is solely a result of matchless talent. He examines greatness, luck, and contingency as pivotal factors.

From John Keats to Ayn Rand, Sunstein sheds light on both famous and overlooked figures across various fields.

The history books and literary canon evolve over time, reshaping our understanding of fame.

🎧 This audiobook invites introspection—what if the Beatles had never existed? Would our world be the same?

[Emily · Rating 3 out of 5]

I read an article in the New York Times about this book which intrigued me and lead me to reading the whole thing. Honestly, I didn't get much more from the book than I got from the article. This could have easily been a blog post instead of a book. The general premise was interesting, and the author made some good points in the first half of the book, but then spent way too much time giving biographies of various individuals, much of which did nothing to reinforce his point and just felt like him fan-girling over some of his favorites. It would have been better if he stuck to the parts of their biographies that were turning points in their careers, rather than a general overview, and elucidated more on how those moments reinforced his general premise. Overall it was enjoyable, there was just a lot of fluff.

[Darya · Rating 4 out of 5]

I think this may be one of the coolest book of the time that talks about famous people, painto, art, innovations and discoveries. The interesting thought in the book is about HOW those became so well known and recognisable by humanity. The idea is the opportunity given to people, the chance of becoming a president, or exhibiting in front of right audience, or having an exposure at the right time and in the right spot. There are plenty of examples from Da Vinci with Mona Lisa pairing that wasn't famous or valued until it got stolen in 1911 to Beatles who got famous after long time performing. The discussion is around chance and opportunities in our lives that can support uncovering our potential. The sad part is that not all of us have this chance and some miss an opportunity.

[Tuesday Gloom · Rating 3 out of 5]

Picked up because I was interested in the hypothesis that all of these individuals had benefactors, patrons, and other kinds of champions that helped bring their work to the public. That makes it into the book here and there; it ended before I was really convinced of the thesis. I would say the framing in general of successful creators as riding a positive feedback loop is useful to think about.

unfortunately way too much space is taken up with the author's pet essays on how cool bob dylan is and how he knows obama. Desperately needed an editor to keep him on track and I could have done with another ten actual examples.

[Conan McCann · Rating 4 out of 5]

A better title might be "Why Some Creative Artistic Types Become Famous and Others Don't." Despite what the title says, it's almost all about writers, artists, and entertainers. Albert Einstein and other scientists, or business people, or politicians barely get a mention in passing.
But I liked it anyway, because it asks an important question: is the modern celebrity media machine a meritocracy? Do the famous deserve to famous more than the unknown?
The author's conclusion is: to be famous you need at least above average talent, and luck (or as Benjamin Franklin's smart sister Jane said, "favorable situations and enjoying proper advantages").

[Christy Matthews · Rating 2 out of 5]

Not really sure what was going on with this book. It started out decently with some academic studies on finding frame and social influences on popularity. While this section was a bit drawn out for the actual amount of content it contained, it was at least interesting.

However, the second half is just a collection of biographies on random famous people who gained popularity between 1900-2000. There's no clear explanation for why these individuals were chosen, and no explanation for what the book is attempting to convene through these stories, nor even a connection to material in the first half.

[Charity · Rating 3 out of 5]

How do some people get famous and others don't? How does one group get remembered and another forgotten? I don't know, you don't know, and this author doesn't wholly know beyond -- sheer dumb luck, relatives willing to push your stuff, agents who won't give up, and kismet. It's a fun quick read, I enjoyed greatly some of the chapters (particularly the one on Stan Lee, even though I never read a comic book in his life), but it doesn't really answer questions so much as raise more.

[Yvonne Marks · Rating 4 out of 5]

An interesting read. I enjoyed reading some of the backstories for some of the famous people and little tidbits about their lives. It is interesting to ponder why some people are so famous and other equally talented people are not recognized for their work. Lots of factors to consider as you read this book.
Thanks for the free book.

[Kyle Spishock · Rating 2 out of 5]

The title of this collection of essays is misleading.
Rather than finding the true causation of the case studies’ fame, the author opts to present bite sized histories of famous figures—most of which you can already research with a swift Wikipedia search.

There are some tie-ins to being at the right place at the right time. Still, it’s not even to support the thesis of this so-so piece.

[Wellington · Rating 4 out of 5]

3.5 stars

I've read other books discussing the randomness of success and the idea stuck. This book trampolines off that idea and ... well, moved the needle a bit. Maybe.

It was easy read. If the book is called, "How to be famous." I expected more of a strategy of hope you get lucky and get discovered.

[Will Atkins · Rating 2 out of 5]

Suggested to me as a joke. The title is misleading, and the author acknowledges that in theory introduction, saying flat out that isn’t what the book is about. It’s about how luck and chance worked together to produce the Beatles (among other famous people). Most of the case studies then veer off topic and don’t even follow his framework.

[Tony Balfour · Rating 5 out of 5]

Humbling. A stark but elegant reminder of how much luck is involved in success - regardless of whether you are Einstein, the Beatles, or Star Wars. Thoroughly readable, entertaining and deeply researched.

You finish the book wiser and more humble than you started it.

[Melanie · Rating 4 out of 5]

This is an interesting introspection of what constitutes fame and how people become famous. From a brief analysis of The Beatles' fame and the example of Ayn Rand's fame, this book details many of the variable factors that determine fame and how they can't be applied on a blanket basis.

[Irelda Ceballos · Rating 1 out of 5]

El libro pudiera ser de un solo capítulo y se entendía el mensaje. AMO a Cass Sunstein pero este libro dejó mucho que desear. Muy repetitivo. Entendí la idea en las primeras páginas y no sentí que agregara algo nuevo o innovador.

[nova · Rating 3 out of 5]

Bob Dylan AND the Beatles????? Say less

and there is a photo of them that I’ve never seen before online so that’s why I bought it and read it lol