Business celebrities such as Bill Gates, Richard Branson and Rupert Murdoch are among the most widely recognised, admired and vilified individuals in the world. In common with their celebrity peers from the entertainment, sports, arts and political worlds, business celebrities exert an influence that is pervasive, but difficult to assess, evaluate and explain. In the first systematic exploration of business celebrity, this book defines the phenomenon, describes how it is constructed and explains why it exists. Business celebrities include entrepreneurs, business leaders and CEOs, and management gurus. The book argues that these individuals are created by a process of 'celebrification' -- the orchestrated co-production and cross-promotion of exemplary business personalities via a wide range of media platforms. While celebrification processes have never been as sophisticated or extensive as they are in the context of the contemporary 'spectacle society', this book shows that the celebrification of business leaders is neither a new nor marginal phenomenon.Demystifying Business Celebrity raises questions about the impact and significance of celebrification upon our understanding of, and our ability to promote the practice of leadership in an enlightened manner.