Novak Djokovic, Elon Musk and others should grasp this: fame and public affection are not the same thing | Mark Borkowski

The tennis legend couldn't be more famous, but seems puzzled that adoration eludes him. Likeability is complex

There is a truth, not quite universally acknowledged, but worth knowing by anyone who achieves public prominence. Being famous and successful doesn't necessarily equate to being liked. Just ask Novak Djokovic.

One of the most recognisable people in the world for almost two decades, on the tennis court Djokovic often carries the aura of an invincible demigod. But in the court of public opinion, he has often shown himself to be a mere mortal.

Mark Borkowski is a crisis PR consultant and author