It’s normally the kiss of death to be identified as a rising star, or someone to watch.

Osborne is wryly critiquing the way political and media ecosystems manufacture hype. Being labeled a “rising star” or “one to watch” can create inflated expectations, provoke jealousy, and invite intensified scrutiny—often before a person has the record or institutional backing to withstand it. The phrase “kiss of death” suggests that premature acclaim can be more damaging than helpful: it can freeze someone into a narrative, make every misstep newsworthy, and turn normal learning curves into perceived failures. The remark also reflects a seasoned insider’s caution about ambition and branding: in politics especially, survival often depends less on buzz than on patience, competence, and avoiding becoming a target.