THIS IS

MARKETING
ELIA VILLA 20-0298
CHAPTER 11: STATUS,
DOMINANCE, AFFILIATION

1. Status makes things that don’t make sense to a

rational being make sense.
2. Many people would rather pick something that
gives them status than something that doesn’t.
3. People spend a lot of time focusing on status, and
that mindset is what makes them vulnerable to be
influenced by marketing.
4. Status roles determine who benefits from society
the most.
5. In every social situation, there are status roles
involved even if they aren’t clear to its members.
CHAPTER 11: STATUS, DOMINANCE,
AFFILIATION
1. The desire to change our status is what drives us to do what
we do.
2. Status is what allows bureaucracies to work: such as in the
scenario of a police officer who pulls over a motorist.
3. When a marketer proposes a new idea, it challenges our
status and its our decision to either accept her proposal or
turn it away.
4. There’s no extreme or ceiling to status as it’s a relative
element.
5. Status is most relevant when we try to change it, but it only
matters to the person who cares the most about it.
CHAPTER 11: STATUS, DOMINANCE,
AFFILIATION
1. Shame is the status killer, and accepting shame means forgoing
our status relative to somebody else.
2. Every big decision we make is based on our perceptions of
status.
3. Some people might have status and believe they have a lower
one, while others might have a lower status and believe they
are at a higher order. That’s why status is considered to be
relative.
4. Most people seek to change their relative status, but not their
personal one. That determines quite a lot of a person’s
psychology.
5. To bring a change to the world, we need to asume what others
believe about their status.
CHAPTER 11: STATUS, DOMINANCE,
AFFILIATION
1. Affiliation and dominion are different ways to properly gauge
status.
2. Affiliation involves getting along with others and making
things better.
3. Dominion involves selfishness and power over others. Pro
wrestling is a good example of dominion and how it affects
status.
4. A person can get status by making others love them
(affiliation) or fear them (dominion).
5. Most people only align to one of these worldviews and have
trouble understanding the opposite one.
CHAPTER 11: STATUS, DOMINANCE,
AFFILIATION
1. A marketer’s job is to guess how their target customers
perceive their status.
2. The product must promise them to increase their perceived
status.
3. Most people want either to dominate others or to be
affiliated to them, but what matters is not the marketer’s
belief but the customer’s.
4. Dominion is a vertical experience, while affiliation is a
horizontal one. What matters is either who’s above me or
who’s beside me.
5. Fashion is a good example of affiliation while pro wrestling is
a good example of dominion.
CHAPTER 12: A BETTER BUSINESS
PLAN
1. A business plan should be focused on guiding and not
confusing users.
2. The business plan should be divided in five sections:
truth, assertions, alternatives, people and money.
3. The truth section describes the world in objective
terms, and he more specific, the better.
4. Examples of truth include: market analysis, case
studies, spreadsheets and all kinds of useful facts that
can help a marketer understand the world as it is.
5. Truth is the foundation of every business plan.
CHAPTER 12: A BETTER BUSINESS
PLAN
1. Assertions are the marketer’s chance to prove how they
will change things, essentially what’s being promised to
consumers.
2. Assertions seek to create tension and tell a story.
3. Assertions are at the heart of the business plan, as their
purpose is to change the world for the better.
4. Despite this, assertions aren’t 100% accurate, and that’s to
be expected as a marketer cannot possibly succeed at
everything they promise.
5. A marketer could miss a deadline or undergo an emergency
that could cause the assertions to miss.
CHAPTER 12: A BETTER BUSINESS
PLAN
1. Alternatives are the solution to the marketer failing to do
what they promised.
2. Alternatives tell the world the second option to the
marketer failing what they said they’d do.
3. Alternatives tell how the product is flexible or what can the
customer do if it doesn’t meet their expectations.
4. For example, a refund policy could be an alternative to an
online course not satisfying what it said it would do.
5. Alternatives bring a sense of security to customers.
CHAPTER 12: A BETTER BUSINESS
PLAN
1. The people section specifies who’s working to
turn the projecti nto a reality.
2. The people section highlights the human element
to every team.
3. The people section signifies the team’s attitudes
and abilities, not exactly their resumes.
4. It can also involve who the marketer is serving or
what are their beliefs.
5. The money section specifies all the financial
aspects of the business plan.
CHAPTER 12: A BETTER BUSINESS
PLAN
1. Money means profit, los, balance sheets, margins and exit
strategies.
2. The purpose of capitalism should be building our culture by
providing it value, not simply profiting from other people.
3. A marketer should focus on the change they seek to make
above everything else.
4. A good business plan involves an universal need made
specific: describing exactly who’s going to be benefitting
from having that need solved.
5. A marketer’s purpose is to bring their business plan’s story
to reality.
THANKS FOR YOUR TIME!