Image by nayrb7 via Flickr
Until now I haven’t mentioned the end of Oprah’s show, probably because I hate goodbyes. And this has been a long one.
Now that I have shed my tears along with millions of others, it’s time to share my more analytical reflection.
When I had my personal branding agency, prospective and current clients would inevitably walk through the door and say one of two things:
1. "I want to be the Oprah of XYZ industry."
2. "I want to be a guest on Oprah."
Since number two is no longer an option, let’s talk about what would get someone closer to number one.
There is a Business Week article about Brand Oprah asserting that, “Oprah became a singular brand born of her own personal history.” Yet this only tells a small part of the story. As Oprah said in her final show, “It doesn’t matter what your mama did; it doesn’t matter what your daddy didn’t do. You are responsible for your life!” Sure there are plenty of people who have struggled and emerged from the ashes of awful childhoods, but that alone does not explain a brand, especially not Oprah's.
What sets Oprah apart is her empathy, the cornerstone of her personal brand. It is in the tone of her voice, her body language, her words, and how she tells a story. From Oprah's earliest episodes 25 years ago up until her last, she doles out empathy the way a nurturing grandmother hands out chicken soup.
Whether interviewing a burn victim or interviewing Cindy Crawford, Oprah managed to shine her spotlight deep into her guest’s soul. Her tool is her empathy. According to Adrian Raine, chair of the Department of Criminology at the University of Pennsylvania, “Psychopaths lack emotion. They lack empathy, remorse, guilt…” So if criminals uniquely lack empathy, imagine the impact of the inverse and you can see Oprah's magic weapon. Criminals hurt society with a callous streak born from their lack of empathy and Oprah is embraced by society because she has empathy in abundance.
On NBC's the TODAY show, Ann Curry works hard to connect with guests through gestures of empathy, sometimes so much so that she is physically bending towards her guest with furrowed brow. Oprah doesn't need to exaggerate her connection; she has an instinctive way of offering her empathetic feelings of validation and understanding. It is always natural and it is always comforting, a gift you can't buy or teach. Empathy emanates from Oprah and it is why millions of Americans of all shapes and sizes, of all classes and races feel a deep connection with her. Oprah understands people. Oprah embraces them. And most importantly, Oprah empathizes with them. This is Oprah’s gift.
Please share your thoughts in comments here or with me on Twitter @samanthaettus.
