The Kim K Effect: Using Vulnerability To Influence The Masses

4min read

Love her or hate her, there's no denying that Kim Kardashian is a force to be reckoned with. From Paris Hilton's paparazzi partner to a global icon, Kardashian has redefined the term “celebrity" and profited off it--in a major way. But what is the secret sauce behind her fame? What makes her resonate so widely and so deeply? According to Jeetendr Sehdev, the author of The Kim Kardashian Principle: Why Shameless Sells (and How to Do It Right), it's a mix of vulnerability and blatant audacity.

“There is no doubt that Kim is a new world leader," says Sehdev, whose book serves as a part manual for fame, part thoughtful analysis of today's media landscape. “She is a cultural force. She is a phenomenon. We cannot ignore that or deny that."

With a focus on uncovering specific strategies behind her mass appeal, Sehdev, a celebrity expert and television personality, provides a roadmap for both individuals and brands on how to achieve relevancy and influence via the social waves. Spoiler: it has a lot to do with putting yourself out there.

“Kim Kardashian is one of the most desirable women in the world," says Sehdev. “She's busted down stereotypes, taken all elements of her personality and used them to her advantage," says Sehdev, underscoring Kim's unique ability celebrate flaws and promote a new paradigm of beauty. “She's not ashamed of herself or her body. She's not looking to conform. That attitude is especially pioneering in a place like Hollywood where you are told if you acquire a certain look you can be [famous]. She's shaping the culture. Many people think she has no talent but by whose criteria?"

"She's busted down stereotypes, taken all elements of her personality and used them to her advantage. She's not ashamed of herself or her body. She's not looking to conform."

Sehdev, who believes corporations have a thing or two to learn about personal branding from the reality star in terms of how to be authentic and vulnerable, says that one of his main points is that consumers of today are attracted to realness, rather than glossy perfection.

“I think perfection is passé," says Sehdev. “Kim allowing us in on her life creates a greater level of intimacy with her audiences and that transparency is what newer generations require today. You see that with YouTube stars. They are letting people in and being candid. Gone are the days where people are creating images [and advertising with them]."

He goes on to say that the move towards authenticity is a reaction to what Millennials are being conditioned to crave, thanks to a culture that thrives on “reality" thanks to social media. In addition, they've come to distain any form of blatant selling agenda, including product placement and pop up ads. What they do value is honesty and transparency from brands and even celebrities.

“There is a level of savviness among today's audience, so the best thing brands can do is show who they really are, and allow audiences to decide whether they want to engage or not, says Sehdev. “It's a liberating message, and today people want to be liberated."

Through a lens that focuses on brand-building, Sehdev says he was particularly fascinated with Kim's ability to polarize audiences with a non-apologetic approach to her public persona. He goes on to explain that without having "haters," you really don't have a brand, as strong emotions, and bring recognition, are tied to a fearlessness approach.

“Don't look to hide your differences, amplify them, because they are what makes your brand unique and that uniqueness will set you apart more than ever before," says Sehdev. “There is power around overexposure and transparency. Don't look to create contrived messages, instead let people into your brand, motives and intentions. That level of self-belief is contagious. Remember, all organizations are flawed in one way or another, so don't look to create perfection. Too many people have said all the right things in front of the camera then been caught behind closed doors saying another."

When asked why it was Kim who he chose to become the heralded protagonist of his book, Sehdev is frank. “Why not Kim?," he says.

“First and foremost, it was the fact that she has shaped our culture," he says. “There's the social following, but also there's a vulnerability, narcissism and sheer audaciousness that has propelled her from reality show laughing stock to cover girl and social media superstar. She is self-made and that is enormously powerful. The new breed of celebrity is not [thanks to] a talent agent from the old school world. She has promoted herself."

"There's the social following, but also there's a vulnerability, narcissism and sheer audaciousness that has propelled her from reality show laughing stock to cover girl and social media superstar."

According to Sehdev, his decision to write the book came from his own realization that the world was changing in terms of who was holding the influence over the masses, and just how they achieved that status. He especially found this relevant in terms of Hollywood.

“I was born and raised in the UK, and it was fascinating to me when I moved to Hollywood that there was this massive shift in the way people were thinking," said Sehdev, who began his career in investment banking. “It made me realize it's not about one culture being better than another or having higher moral ground, and it's not about values or being good or bad, it's just a different way [of achieving influence]."

When asked if he thinks that traditional advertising still can have sway over consumers, Sehdev remains optimistic.

“Every [advertising] medium has its role today; one medium isn't dead," he says. “Traditional advertising is great for raising awareness and social media for having a conversation. [Both are important]. Consumers are consuming content in very different ways and that has to be taken into account. "

Sehdev adds that traditional TV advertising needs to continue to become more dynamic and more focused on selling reality with all its flaws. "It's still a very curated forum; very stylized, the messaging is still overly researched, and that can often come through," he says. "At one point traditional advertisers will benefit from the tenants of overexposure to become more real and authentic."


This article was originally published on May 15th, 2017

Creative DIY Tips for Making Your Own Calendar

The current state of the world definitely affected us in many ways, it made us stay locked up in our homes away from all the social events and seemingly fun stuff. But the responsibilities didn't just vanish into thin air, they are still there, waiting to be organized and prepared. Times are super hectic and you are probably not in the mood to think about the foreseeable future, but there are ways to turn in into a fun time. Starting a journal or making a simple calendar can bring you peace, use that creative time to yourself and relax while doing it. Grab your colored pencils, stickers, scraps, and everything in between, your inner DIY queen is about to jump out!

Fill in the blank

So probably the easiest way to start when it comes to making your own calendar is by simply printing a blank template found online. This way you'll have a base, a blank canvas if you will. Take all the materials that you have in your house, like washi tapes, sticky notes, glittery colorful pens and anything you can think of that could work as a decoration on your calendar. And go at it! There are no rules when it comes to decorating, it's super personal and it can differ from person to person.

The only real advice you'll need is to leave some space while decorating, don't overdo it since it will clutter and distract you from the written parts. Finding the perfect template that will suit your aesthetic is extremely easy and fast, a simple google search could get you whatever you want and the best part is, it's free! There are many printable options out there, so don't worry about not finding something you'd like, the possibilities are endless and you'll find just the right calendar you imagined!

Start from scratch

If you don't have a printer at home or you're just determined to make the calendar yourself, there are awesome ways to make the best and most unique personalized calendar there is. This gives you the full freedom to do whatever you can think of, want to make a calendar from old newspapers, do it! Want to cut out a certain shape and disguise the calendar as an art piece in your kitchen, why not?

Nothing is stopping you when it comes to unleashing your creative side, use everything that you can get your hands on, think outside the box, don't be afraid to experiment. Making a calendar from scratch is an amazing opportunity to explore your artistic side, especially if you've been busy with work and responsibilities. This is a great excuse to do something creative, at the end of the day you are making it for the purpose of being more organized and having everything mapped out and planned. So make this time, the best time possible, be free and create!

Mix and match

Since there are absolutely no rules when making any diy project at home, what's stopping you from making the ultimate, super personal calendar! If you have basic knowledge in photoshop, you can even modify the blank calendars you got online, add pictures of your loved ones and family, maybe your pets or anything you like, and then print it out. Or you can print the blank template right away and add pictures or polaroids later on by using some washi tape.

Also, you can even paint over the printed blank calendar, this is a good option for those who aren't as skilled, so you'll have a base to start, just dip in your paintbrush in some acrylic or watercolor paints (or whatever you have around the house) and go for it. This is a great way to start doing artsy projects while still having some form of direction and help.

Have fun

Sure keeping your priorities at bay and making plans and notes for everything is important...but the heart of this project has to be your willingness to turn something as boring and blank as a calendar into something spectacular. This calendar should proudly be up on your kitchen wall, so loud and colorful it just draws your attention to it.

If the calendar is decorated, personalized, and fun to look at, maybe it will inspire you to look forward to some events or responsibilities even if you didn't feel like it in the first place. So be creative and free, there are no rules so just go at it. With everything that happened this year, try to be positive and find little joys in seemingly insignificant things like diy calendars!