CBS executive asks: How do you want to be remembered?
— -- A little self-promotion can't hurt in this economy, and books in the Me Inc. and The Brand Called You genre continue to sell. As president of creative affairs and development for CBS, Terry Wood has made stars of Rachael Ray, Dr. Phil, Judge Judy and others who seem remarkably like the rest of us before they found fame. Wood spoke to USA TODAY corporate management reporter Del Jones about the lessons from seemingly regular people who became stars. Following are excerpts, edited for clarity and space.
Q: Leadership expert Tom Peters says that everyone should sit down and ask themselves: "What do I want to be famous for?" Do you agree?
A: I might modify it a bit and say, "What do I want to be known for? What makes me different?" I don't use the word famous very often. Famous can be overrated, but if I'm known for something, and that defines who I am, I can take it to the bank.
Q: How do people like Rachael Ray, Dr. Phil and Judge Judy make the leap from being accomplished professionals to being famous? Luck?
A: Timing helps, but I'm a big believer in what you do with the opportunities that are given.
Q: Rachael Ray admits that she isn't the best at what she does. There are better chefs. What sets her apart from the Rachael wannabes?
A: What I love about Rachael is it's never just about the recipe. It's how she connects the food to her passion. She took a simple idea of making food for your family and said, "Hey, I can make it easier for you." People have a lot on their plates. So, if they are going to spend time with you or your product, they need to know what's in it for them. It's very basic.
My daughter was 6 when she pointed Rachael out on the Food Network. She circled her face and said, "Mom, I like her right here." Rachael has the ability to connect with someone 6 or 86. Have a simple plan, like Rachael's premise of 30-minute meals. It was easy to understand, easy to follow and made a lot of sense. Your idea can't be complicated. Explain it in a sentence. Make it you and deliver it with a passion.
