Unlocking word of mouth growth

Through social status game

There is a common pattern across any industry – everyone tries hard to impress peers. Journalists care more about what other journalists think about their work. Authors care more about other authors’ opinions. Founders brag about their funding, so they can impress each other. Have you noticed what’s common? There is no customer in the picture. Because it’s not a money game – it’s a status game.

Peers form our social circle. And that’s the circle where we’re constantly looking for ways to elevate our status. We want to be a little bit better, a little bit wealthier, healthier, and so on. The status game becomes more important than people consuming our product – they’re rarely our circle anyways. At least we don’t compete with them.

I’m not trying to complain though. I’m not the person to change human nature.

But if we want to unlock word-of-mouth growth, we need to build products that people brag about to impress their peers.

This cat focuses on other cats too.