Bill Murray is a lot of people’s favorite person. Not only is he a brilliant actor whose lead in some of America’s most beloved films (have you ever met someone who doesn’t LOVE Groundhog Day? Or Ghostbusters?), he’s got quite the reputation off camera as well.

Paul B. Brown’s recent article for Inc. explores how Bill Murray’s bizarre but endearing behavior formed a one-in-a-million personal brand. Though Murray is known for engaging with total strangers, he is incredibly difficult to reach when it comes to booking roles.

But the mystery of Bill Murray increases his value. Brown explains how we can apply this to our own professional lives and personal brand:

“…We all can be a little bit harder to reach (and therefore a little bit more desirable).”