Rob “Naughty But Nice” Shuter has worked with many of the biggest stars in the world – Jennifer Lopez, P. Diddy, Alicia Keys, Jessica Simpson, Jon Bon Jovi and even British Royalty. Now Rob’s first book, “The 4 Word Answer – Who Are You in 4 Words,” is available for order today and it’s already been called “The Best Self-Help Book EVER” by OK! Magazine.
Launching his career as a major publicist, he represented Jennifer Lopez during her breakup with Ben Affleck, and even taking on the monumental feat of acting as a representative for Paris Hilton and Naomi Campbell. His tenure spans working as an editor for OK! Magazine and from there, hosting his own Saturday night talk show, Naughty But Nice With Rob. All of this has culminated with the launch of Shuter’s first book, The 4 Word Answer.
Here, GRAZIA USA chats with the former publicist, talk show host and now author as his book hits the shelves.
Wendy Williams, Rosanna Scotto, Access Hollywood and even Page Six are all talking about The 4 Word Answer and it’s not even out yet. What’s it like to have the most buzz about book of the season?
It’s brilliant. I spent over 2 decades of my life creating buzz and excitement about other people’s projects. From Jessica Simpson’s clip-in hair extension collection to another Diddy name change, it feels a little strange to be on the receiving end of all this attention. What is really exciting is that the book doesn’t come out until September, all this buzz is just over pre-orders – which you can do right now!
Explain to us what The 4 Word Answer is.
Celebrities and companies pay millions of dollars each year trying to work out what their brand is. I knew who all my clients were in just four words. I had each word of the four words on a card, four words per client, taped to my computer. Every opportunity that came across my desk had to match at least three of their four words to get a ‘yes.’ If it didn’t, it would get a polite but firm ‘no.’
What would happen if we applied the same rules to our lives?
The 4 Word Answer asks who are you in 4 words. If you don’t know the answer, then this book is for you.
What are your 4 words?
I will give you three. Although don’t worry in the book I give you all 4.
Smart
Kind
Important
You have worked with some of the biggest stars in the world: Jennifer Lopez, Diddy, Bon Jovi, Alicia Keys, Jessica Simpson, Naomi Campbell, Esquire Magazine, Kate Spade, MAC Cosmetics, EstéeLauder Brands and even British Royalty. What do they all have in common?
The successful ones all know exactly who they are and they could tell you in just 4 words.
With all the attention the book is getting they have to know about it. Have any of them contacted yet?
More than one.
But although the book is packed with stories that have never been told before…before Jessica Simpson told then-husband Nick Lachey that they were getting divorced, she called me. Jon Bon Jovi flew me to each of his shows on a private jet for the primary purpose of escorting out press before his fabulous hair flopped and I was responsible for making sure an Asian pear was within feet of Jennifer Lopez at any given moment, per her very specific demands…this is not a celebrity tell-all book. It’s a self-help book about you, not them.
What’s the takeaway from the book?
If you are not living the life you want to live – the answer is just 4 words away.
The book is packed with celebrity quotes. What’s your favorite?
As someone who used to hold a grudge, I love the quote from Carrie Fisher: “Resentment is like drinking poison and waiting for the other person to die.”
But my favorite quote from the book is: “It is smart to be kind. It is kind to be smart. And it’s both smart and kind to believe that everyone, especially you, is important”