To read the latest Trump tale is to be reminded of writer Fran Lebowitz' comment that there are only two social classes in America--the celebrities and the audience. Business biographer Robert Slater, who spent 100 hours with Donald Trump, provides an intriguing link between the two in No Such Thing as Over-Exposure: Inside the Life and Celebrity of Donald Trump. About the man who made bragging an art form, Slater wonders: Does Trump have any definable business strategies and leadership strategies? Why did he become a business celebrity? Why did The Apprentice become a surprise hit?
The result is a surprisingly fascinating profile of a man who shattered the CEO public relations paradigm by branding himself rather than his product. The Slater timeline begins with Trumps' spit ball throwing, football playing, military school youth. He describes dear old Dad's philosophy of development ("Get in get it done, get it done right and get out.") This is followed by an engaging recap of how Trump changed the New York skyline by leveraging Atlantic City properties and then became a poster boy for the recession of the 1990s. His much reported rise and comeback is deconstructed in terms of his capacity for self-branding (force of personality, willingness to broadcast private life, delivering the goods, and "truthful hyperbole.")
Slater spends too much time on getting Trump to say yes to the book and trying to create a management roadmap from Trump's unique career. But he gets the details right. Trump tends to stay close the office, doesn't use computers, thinks e-mail is for wimps, avoids germs by withholding handshakes, broke up with his second wife in a gossip column, and calls himself the biggest star on television.
Slater interviewed 150 people, yet the most revealing moments are when Trump speaks for himself. For example, when he insists that he is "worth the salary of six actors on Friends." When ex-wife Marla Maples comments about his virility, he says, "That's what sells condos in New York." Such comments derail Slater's desire to extract leadership lessons from Trump. Whether you find him brilliant or a carnival barker, Donald Trump is one of a kind. His success represents a moment when a celebrity and his audience are merged: Neither can stop looking at him. --Barbara Mackoff
From Publishers Weekly"The Donald" has been the subject of countless articles and monographs; what separates this book from the competition is Slater's level of access (over 100 hours of tape of the man himself), his doggedness (over 150 interviews with peers and others) and his experience--Slater has authored numerous business bios and profiles, from Saving Big Blue to Jack Welch and the GE Way. His approach to New York real estate's major mogul is a paradoxical warts-and-all hagiography, where Trump's flaws seem to play as much of a role in his success as his business acumen. Foul-mouthed asides are printed verbatim, and Trump is relatively forthcoming on his already much combed-over personal life (as he is in his own books like The Art of the Deal). What Slater does best is dramatize the tension of high-stakes business deals, and there's plenty of that, from Trump's purchase and revamping of 1 Columbus Circle to the contract negotiations for The Apprentice. Timed to be released with the third season of that hit TV series, this book's 100,000 first printing is a bet on the continuing appeal of this gruff, larger-than-life embodiment of venture capital--just another one of the many lessons on how Trump uses the media to increase the value of his properties and extend his name across his realm. (Mar. 1)Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.From BooklistThose 15 minutes of fame so generously allotted us all have been multiplied for The Donald. He thrives on all kinds of publicity--good, bad, and indifferent. Here veteran business biographer Slater gains the trust of Mr. Real Estate after initial e-mail threats of a lawsuit--and more than 100 invaluable hours of individual interview time. The result? Probably another best-seller, this one delivering a slightly different perspective on Trump. His daily routine is detailed, from a 7 a.m. start to the hands-on style of management he practices as the day goes on. His coming to adulthood is showcased, which was enlivened by a stint in military school and his espousal of--and adherence to--this four-step formula: get in, get it done, get it done right, and get out. His fascinating path to great success is well chronicled here, including the 2004 bankruptcy filing and the launch of his branded cologne and men's suits' line. A book that is easy to read and will be in demand, especially with the popularity of the TV show The Apprentice. The man himself is not so easily understood, but this book helps. Barbara JacobsCopyright © American Library Association. All rights reservedReview
"A refreshing antidote to the mumbling modesty that bedevils much of our culture. Trump understands that self-promotion and fame is the best insurance of power already attained. Slater captures this lesson beautifully in this fast-paced, punchy book, packed with interviews, savvy, and insight into one of the phenomena of our age."
-- Paul Levinson, Professor of Communication and Media Studies, Fordham University, and author, Cellphone: The Story of the World's Most Mobile Medium
"There is no bigger ego that ever walked this earth than Mr. Trump. Beyond his success as the world's preeminent developer, he's built THE power brand that stands for wealth and success around the world. Slater's book takes us farther inside the workings of the Trump mind than anything else to date."
-Barbara Corcoran, Chairman and Founder, The Corcoran Group, Author of "If You Don't Have Big Breasts, Put Ribbons On Your Pigtails"
"This is a fascinating look at one of today's more interesting and unusual personalities."
Steve Wynn , Owner of Wynn Las Vegas
"The Donald Trump that I have come to know over the years is not easy to capture in a book. It was a pleasure to read Robert Slater's well-researched, fascinating look at what makes Trump tick. Other than reading Trump's own books, there is no better way to find out why Donald is so successful."
Alan C. Greenberg, Chairman of the Executive Committee, Bear Stearns. "Donald Trump is one of the most interesting personalities in modern times and Robert Slater is, without question, unparalleled at capturingthe essence of our captains of industry. The combination is a fascinating behind-the-scenes look at Donald's charm, his businessintuition, and the richness of his character. A must-read."Alex Yemenidjian, Chairman of the Board, Chief Executive Officer Metro-Goldwyn-Mayer Studios Inc
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