The former diplomat, who has died at age 100, profited for decades by telling clients what they wanted to hear.
The death of Henry Kissinger on 29 November 2023 at the age of 100 marked the end of a complex and controversial life. Widely regarded as a diplomatic genius by some, and as a war criminal by others, his legacy has been the subject of intense debate. However, much of the focus on his life, particularly surrounding his centenary in May 2023, has ignored one crucial aspect of his career: his true triumph was not in diplomacy or geopolitics, but in branding and marketing himself as an indispensable figure in global affairs.
Kissinger’s real skill lay in his ability to create and manage a public image that resonated with the powerful elite of the world. Though he held the post of U.S. national security adviser and later secretary of state under Presidents Nixon and Ford, Kissinger’s long-term success came after he left public office. He built a highly profitable global consulting firm, Kissinger Associates, which catered to corporate leaders, governments, and other influential figures seeking his insight into international relations. This ability to maintain relevance and leverage his past positions for profit made him one of the most prominent and lucrative figures in global diplomacy for over four decades.
By cultivating relationships with some of the most influential leaders in business and politics, Kissinger turned his name into a brand, one that was synonymous with power and influence. His expertise was marketed not on the basis of his actual accomplishments, but on the aura of authority he had carefully constructed throughout his career. His firm, Kissinger Associates, became a bridge between political elites and corporate giants, providing advice to those who needed it most and were willing to pay a premium for it. This business model allowed him to profit from both his political connections and the perception of wisdom he had created through his media savvy.
Despite holding no official government position for much of the last 46 years, Kissinger was able to remain a central figure in foreign policy discussions, making frequent appearances in the media and at high-profile events. His influence was not due to his actions as a policymaker, but to his role as a consultant and confidant to the powerful. He had a unique ability to tell clients exactly what they wanted to hear, offering them insights that seemed valuable but often lacked substance. His business success was, in many ways, a result of his ability to create a persona that capitalized on his past while offering little in terms of actual policy achievements.
While Kissinger’s diplomatic achievements, such as his role in the opening of China and détente with the Soviet Union, are often highlighted, his legacy as a businessman and media figure is perhaps even more significant. He was able to turn the skills of political maneuvering into a highly profitable venture, giving him access to a global network of elites and enabling him to maintain his influence long after leaving office. His enduring presence in international affairs was not a testament to his effectiveness as a policymaker, but rather to his unparalleled ability to maintain relevance in a rapidly changing world.
In the end, Kissinger’s real triumph was not in shaping the course of history, but in shaping his own legacy. By cultivating a persona that transcended his actual accomplishments, he ensured that his influence and wealth would endure long after his time in public office. Kissinger’s story is a testament to the power of branding and self-promotion in the world of high-stakes diplomacy, and it serves as a reminder that in politics, as in business, perception often matters more than reality.
Kissinger’s death marks the end of an era in American diplomacy, but it also marks the end of a period in which he was able to turn his name into a global commodity. His ability to profit from his public image, building a lucrative career as a consultant and advisor, is perhaps his greatest legacy – one that will continue to influence the world of global affairs long after his passing.