Working for the biggest stars in the world—Jennifer Lopez, P. Diddy, Alicia Keys, and Jessica Simpson, officially as a publicist but in reality, as a confidante—Rob Shuter has seen it all. In fifteen years as a celebrity publicist, Rob has been privileged to have a front-row seat to the most successful people in the world.

Before Jessica Simpson told then-husband Nick Lachey that they were getting divorced, she called Rob. Jon Bon Jovi flew Rob to each of his shows on a private jet for the primary purpose of escorting out press before his fabulous hair flopped. Rob was responsible for making sure an Asian pear was within feet of Jennifer Lopez at any given moment, per her very specific demands.

Being involved in the lives of the best and the brightest, Rob quickly discovered it wasn't talent all his super successful clients had in common. Rather, what all these extraordinary people share is they know exactly who they are—in just four words.