The Michelle/Kate/Oprah Effect

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Posted June 25, 2012 by Marcy Twete in Building Your Brand
A few years back, CNBC created “The Oprah Effect”, a documentary that outlined the incredible effect Oprah’s recommendation can have on a brand, a product, and a company. Oprah put companies like Spanx and Carol’s Daughter on the map, not to mention her effect on TV personalities Rachel Ray, Dr. Phil, Dr. Oz, and more.

Since Oprah’s departure from daytime TV, though, it seems there’s a new trend in town – I call it the Michelle and Kate Effect. From Kate’s LK Bennett fashions to Michelle Obama’s penchant for J. Crew, these two fashion icons have given companies around the world new found credentials and pop culture mass appeal.

What does this have to do with your career, you might ask? To find out, I invite you to think about the Oprah/Michelle/Kate effect from the perspective of the companies they wear or support. Getting on the Oprah show was a silver bullet for a company, as is an endorsement from Kate or Michelle. In fact, some believe fashion designers are monetarily supporting the Obama campaign so that Michelle Obama will wear their clothes.

So as we consider what these kinds of endorsements, think about this: who or what can have the Oprah/Michelle/Kate effect in your life? Perhaps you have a potential mentor who is extraordinarily connected or a family member whose financial connections could fund your business idea. Or maybe it’s getting a little celebrity credit – Twitter is a powerful thing, and Career Girl Network has been lucky to be on the receiving end of a few celebrity Tweets, boosting our traffic and introducing more women to CGN.

Once you decide who you might be targeting as your very own silver bullet, take the time to pitch artfully your idea or proposition to that individual. Let them know why you can be valuable to them and how the two of you might partner for success. After all, Michelle Obama wouldn’t fervently promote J. Crew if she weren’t truly a fan of their clothes. No one will become your ambassador either unless they truly believe you have potential to become a player in your industry and a protege that will make them proud.

So go out there, Career Girls, and get your own “Oprah Effect” – you never know where it will lead you.


About the Author

Marcy Twete

Marcy Twete is the author of "You Know Everybody! A Career Girl’s Guide to Building a Network That Works" and a career expert who believes in order to be empowered in your career, you must be surrounded with resources and a network that both supports and challenges you. Marcy began her own networking journey as a professional fundraiser in the nonprofit industry, honed those skills as a fundraising consultant, and in 2012 networked her way to nearly 1 million readers as the CEO of the professional development website Career Girl Network.

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