In their book, ‘Made to Stick’, authors Chip Heath and Dan Heath write:
“Authorities are a reliable source of credibility for our ideas. When we think of authorities who can add credibility, we tend to think of two kinds of people.
The first kind is the expert – the kind of person whose wall is covered with famed credentials. Oliver Sachs for neuroscience, Alan Greenspan for economics, or Stephen Hawking for physics.
Celebrities and other aspirational figures make up the second class of “authorities.” Why do we care that Michael Jordan likes McDonald’s?
Certainly, he is not a certified nutritionist or a world-class gourmet. We care because we want to be like Mike, and if Mike likes McDonald’s, so do we.
If Oprah likes a book, it makes us more interested in the book. We trust the recommendations of people whom we want to be like.
— From ‘Made to Stick‘ by Chip Heath & Dan Heath
About The Author
Jordan McAuley
Founder of Contact Any Celebrity with ‘Shark Tank‘ judge Barbara Corcoran
Jordan McAuley is the author of ‘Celebrity Leverage: Insider Secrets to Getting Celebrity Endorsements, Instant Credibility & Star-Powered Publicity,’ ‘Secrets to Contacting Celebrities: 101 Ways to Reach the Rich & Famous,’ & ‘The Celebrity Black Book: Over 56,000+ Verified Celebrity Addresses‘. He is featured by American Express OPEN Forum, CBS News, CNN, E! News, Entrepreneur Magazine, Fast Company, Forbes, FOX News, New York Post, USA Today, The Guardian, Tim Ferriss‘ The 4-Hour Workweek, The Mirror UK, The Wrap & more. He graduated from the University of Miami with Motion Picture Business and English Literature degrees from the School of Communication and College of Arts & Sciences. Jordan is a former 90s high school video store clerk who has lived and worked in Atlanta, Miami, Los Angeles, and New York City.