What makes someone who becomes famous, famous? Harvard law professor, public intellectual, and bestselling author Cass Sunstein offers clear and surprising answers in his new book How To Become Famous: Lost Einsteins, Forgotten Superstars, and How the Beatles Came to Be. Using modern data analysis techniques to show the role of accident and serendipity in producing the enduring fame we associate with names like Taylor Swift, Bob Dylan, Leonardo da Vinci, Jane Austen, and Oprah Winfrey, Professor Sunstein shares why some people rise to the top, and others land with a thud.