Ah, status.

Ever wondered why some people seem to get all the perks in life?

Free upgrades?

Better service?

Doors opening just a little wider for them?

It’s not luck.

It’s status.

And it’s one of the most powerful forces driving human behaviour

The world isn't run by greed or envy.

It's run by status.

Without hierarchy, there could be no civilisation.

Status is the invisible currency that governs social dynamics, boosts our self-esteem, and influences everything from career choices to dating apps.

It even influences if you get sick or not.

How?

Let's say you perceive yourself as low status.

Now your body becomes defensive and it takes more energy to protect itself.

You can detect this in body language in people who hunch or cross their arms.

By being defensive you signal to your body to produce stress hormones.

And you increase inflammation (a defensive mechanism when anticipating wounds from fights, etc).

Which makes your immune system worse.

Low status kills you.

But status does not depend whether you have a Rolex, Ferrari or Gucci bag.

Status is subjective.

It can be whether you are a good teacher.

Or a great mother.

But in general, it is about how much power you have in your context.

Does everyone stop talking when you enter a room?

Do people keep an eye on you?

Do people listen closely to you?

That's status.

It means people see you as valuable.

And let's be honest; We all want to be valuable.

Status is like a backstage pass to the good stuff in life.

But, status doesn’t look the same for everyone.

While we all crave it, the way men and women achieve status is often shaped by different societal expectations.

Let's dive into the world of status.

 

 

Status Is Not The Same For Everyone

First, let's get one thing straight—everyone craves status, regardless of gender.

But the way we go about achieving it and what it looks like? That’s where the differences lie.

 

Men

For men, status tends to be tied to dominance, achievement, and the ability to command respect.

It’s often linked with "doing"—winning, conquering, building.

The symbols of status for men are often external: wealth, professional titles, physical prowess, or even the size of one’s social network (hello, LinkedIn).

Men are generally socialised to value assertiveness and success in competitive arenas.

So, in many cultures, men might chase the corner office, the sports car, or the leadership role, not just for the tangible rewards but for the status they signal to others.

Example: Buy a Lamborghini, be seen as the fastest, best and baddest out there.

 

Women

For women, status often revolves around social connection, influence, and the perception of desirability.

It’s more about "being" than "doing." Women’s status is frequently tied to relationships, beauty, nurturing roles, and social savvy.

It might show up as being well-liked, maintaining strong social bonds, or being seen as caring and competent in a community or family setting.

While men may receive status points for leading, women might gain status through collaboration and fostering relationships.

Example: Buy a Volvo, show others you care about safety and your family.

 

 

Why Status Matters (Like, A Lot)

Have you ever wondered why your friend bought a designer handbag that costs more than a week’s vacation?

Or why your buddy brags about his stock portfolio?

It’s because they’re chasing status.

But why is status so important to us?

It all boils down to the fact that humans are social creatures.

Since our caveman days, status has meant survival.

The higher your status, the more likely you were to be in a position of influence, have access to resources, and attract mates.

High-status individuals often have more control over their environment and are granted more leniency when it comes to social norms and rules.

In essence, status is the cheat code to a better life.

While our survival doesn’t depend on tribal dynamics as much these days, status remains critical because it affects our mental well-being.

High-status individuals tend to experience lower levels of stress, higher levels of happiness, and increased life satisfaction.

Meanwhile, low status can lead to anxiety, depression, and even physical health issues.

Status is like the Wi-Fi signal of social life: you don't notice it, except when it’s weak, everything sucks.

 

 

Making Status Work For You

We are a visual species and we judge by looks.

Want to increase your status?

Dress like an important person.

Strangers will now treat you as an important person.

It's just how we are hardwired.

There was a study on who was most likely to get upgraded on overbooked flights.

The flight attendants all answered; "Those who are dressed best".

 

Selling Status

Whenever you read a cheesy tagline on a Rolex ad, there's a reason for it; It works.

When Apple said; "Think Different.", they communicated their products made you different.

Obviously in a good way.

If it was a bad way, nobody would have bought into that tagline.

To do this, they positioned it with all the greatest achievers of the last 100 years.

They made it aspirational through suggestion.

If they simply had said; "Think Different." it would not have been as powerful.

You and me, we're all selling all the time.

The world is being changed each day by ideas competing with each other.

Why not use this knowledge to your advantage?

Think about how you can craft an offer that shows prospects how your product or service will enhance their status.

By doing this, you’re tapping into one of the most primal human desires.

It can be simple.

You may say; "Well, I'm just Joe the plumber and I'm selling plumbing."

Doesn't matter.

If you deliver an exceptional experience for your customers, they will want you to be their plumber.

Now, to put status into your plumbing, think of ways you can incorporate 'Joes Plumbing' branded goods into your service.

Do they receive their invoice in a nice envelope?

Do you use branded spare parts to fix their toilets?

These things matter.

Make sure people are talking about you.

Your goal is for someone to increase their own status when saying; "Oh, I use Joes Plumbing Service, it's the best."

If you are exceptional, you are also expensive.

Because good service and quality takes a little longer.

But quality is exponential.

What does that mean?

Something that is 10% better than the alternative might get 90% of the overall sales.

Make sure everything, your car, clothes and visual material communicates quality clearly.

And now you're a brand that gives status.

So, if you’re a local business, something as simple as high-quality branding on your invoices or using branded materials can elevate the experience for your clients.

Make every interaction—from website to service—reflect quality and exclusivity, and watch how people start associating your brand with high status.

 

 

Creating A Status Symbol

Here are a few strategies, along with some examples, to help you think of what you are selling in terms of status.

 

Make It Say Something About Your Customer

People want to feel like they’re part of a club.

They want something that doesn't appeal to everyone.

Think of Tesla.

They don’t just sell cars; they sell status.

Owning a Tesla isn’t really about saving the environment.

It’s about signalling that you’re forward-thinking, tech savvy and wealthy enough to afford one.

If your product can be positioned to stand for something, you’ve got a ticket to the status express.

And every product can be positioned to stand for something.

Again Tesla owners are generally tech oriented people.

A Tesla looks sleek and futuristic.

You could buy electric cars before Teslas.

Nobody bought them.

Why?

They didn't communicate the future.

They communicated you were a hippie with no taste.

Turns out; Nobody wants to be a hippie with no taste.

Think about how your product can tap into an aspiration like being forward-thinking.

And make sure you communicate this.

A lot.

Here's a good exercise.

Find out what your product or service says about the your customer.

How?

Imagine your customer telling their friend about using your product.

Example; "I use an iPhone, because it just works."

What they are really saying; "I pay for quality, because I believe in quality".

The friend might respond; "Oh, I use Android because I think Apple is overpriced."

What they are really saying; "I'm a resourceful, responsible and down-to-earth person."

 

Show How It Elevates Them Above Their Peers

People want to stand out and feel like they’ve got something others don’t.

Think about Apple’s product launches; Sure, the iPhone is great, but the real genius is how it’s marketed.

Creative. Sleek. Cool. High Quality. Expensive. The best.

That’s status.

You can do this with any product by showing how it makes your customer better than others in some way.

It can be professional success, health benefits, or even social connections.

Consider how Harley Davidson not only sells a motorcycle but also a community of rough, badass rebels.

When you ride a Harley, you’re not just commuting; you’re joining a tribe of macho men.

 

Appeal to Different Gendered Views of Status

Depending on your target audience, consider tailoring your messaging to how men and women view status differently.

For men, you might emphasise competition, achievement, and standing out.

For women, you might focus more on social influence, relationships, or personal well-being.

Take a skincare brand, for example; A product aimed at women might emphasise how it makes the user feel more confident and connected with their inner beauty.

A product aimed at men could focus on how it helps them look their best for the boardroom or the gym, emphasising confidence in a competitive environment.

 

 

Final Words

In the end, status is the invisible force driving us to be better, look better, and feel better.

Whether it’s about buying a product that shows you’re ahead of the pack or offering a service that boosts someone’s reputation.

Remember this: People don’t just want practical solutions—they want more status.

And there's a lot of ways to gain status.

Like dominating a basketball game, taking care of your family, buying the latest gadget, or climbing the corporate ladder.

And if you’re crafting an offer, remember this golden rule; Show your prospect how your offer increases their status.

Whether it’s by making them feel exclusive, ahead of the pack, or admired by their peers, you’re speaking to one of the deepest human needs.

 

See you in the next one.

/ Mads