The Brainy Business | Understanding the Psychology of Why People Buy | Behavioral Economics

547. Anointed: How Status Shapes Success

Nov 6, 2025

Toby Stewart, a UC Berkeley professor and author of Anointed, shares his expertise on the fascinating dynamics of social status and endorsement. He explains how anointment influences success in various fields, from entrepreneurship to the arts. Delving into real-world examples, Toby reveals how identical items can be valued differently based on status. The conversation also touches on the role of AI in predicting success and the biases it can perpetuate. Listeners will gain insights into navigating their own status dynamics and leveraging endorsements for personal growth.

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INSIGHT

Anointment Determines Success

Anointment is when a prominent person or organization blesses someone and transfers prestige to them.
This invisible status signal often determines success more than merit in many fields.

INSIGHT

Status Simplifies Decisions

Status reduces choice overload by narrowing what we consume and attend to.
It also guides behavior in groups and allocates resources to high-status members.

ADVICE

Deliberately Craft Status Signals

Build brand affiliations and imagery that borrow prestige from high-status partners or influencers.
Choose endorsements and visuals carefully to reflect desired status onto your product.

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In this episode of The Brainy Business podcast, Melina Palmer welcomes Toby Stewart, author of the thought-provoking book, Anointed. Together, they explore the powerful influence of social status and how anointment, being endorsed by someone significant, can dramatically affect success in various fields, from entrepreneurship to the arts.

Toby, a professor at UC Berkeley's Haas School of Business, shares insights from his extensive research on how social signals and perceived prestige shape outcomes in a world where meritocracy often feels like an illusion. The conversation dives into the mechanics of choice, the role of endorsements, and how understanding these dynamics can empower individuals and businesses alike. Listeners will discover how to navigate the complexities of social proof and leverage anointment to enhance their own influence and decision-making.

As you tune in, consider the invisible levers of status in your own life: who are the anointers in your industry, and how can their endorsements impact your journey? This episode is a must-listen for anyone looking to understand the nuances of influence, leadership, and consumer behavior.

In this episode:

Uncover the concept of anointment and its significance in various industries.
Learn about the role of social status in decision-making and consumer behavior.
Explore real-world examples of how endorsements can alter perceptions and outcomes.
Understand the implications of AI in predicting success and the importance of addressing bias.
Gain insights into how to leverage social proof and anointment for personal and professional growth.

Get important links, top recommended books and episodes, and a full transcript at thebrainybusiness.com/547.

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