“The status dynamic is always at work Once seen, it can’t be unseen. Say a cop pulls over a motorist for running a stop sign. Who has status in that situation? That same motorist goes on to the office, where he barks orders at the receptionist. Who has status? A clash of status roles happens in any bureaucracy that only knows how to measure today’s status changes. The roles we easily adopt at school—the class clown, the big man on campus, the A student—are status roles. And remember how hard we defended those roles, even when we had a chance to change them. When the marketer shows up with her new idea, her opportunity, the offer to make change happen—every time, it’s a challenge to our status. We have the choice to accept (and move up or down, depending on the story we tell ourselves) or to turn down the offer and live with the tension of walking away. It’s a mistake to believe that everyone wants to make their status higher. In fact, few people do. It’s also a mistake to believe that no one wants to make their status lower. If you’ve been conditioned to see yourself in a certain status role, you might fight to maintain and even lower your status. The smart marketer begins to realize that some people are open and hungry for a shift in status (up or down), while others will fight like crazy to maintain their roles.”