Being very successful is important to me. I like to impress other people.

This attribute highlights the need to be very successful. Getting to the top of the mountain is not enough though - espousers want others to see that they have achieved such great heights. Setting goals, reaching them and ensuring that others know that their goals have been achieved is important to them.

With a significant proportion under 35 years of age, this is about an ideal world, rather than a justification of their actual success. These primarily younger people put a great deal of effort into getting what they want. Working very hard to achieve their goals, they can be seen as the engines of society, helping to maintain and increase the economic standing of their local community or country. Life is seen through the lens of competition, so they are willing to fight to get what they want. In fact, their determination to win, fuelled by impatience, can lead to cutting corners and breaking the rules, as they fight their way to the top. Sometimes, their hard-nosed determination may lead to intimidating others through the threat or use of physical force.

Some unhappy espousers believe that they have had a raw deal in life and feel motivated to move beyond the circumstances they were born into. They like to reap the benefits of their success in material terms, with bigger homes in better neighbourhoods, great cars and more expensive holidays. The real icing on the cake is when their peers admire or envy their latest lifestyle or trophy.

Conscious of the latest trends and fashions, they like to stand out from the crowd, but not to be too offbeat. The fine art of personal branding and refining their social image is seen as key to maintaining their level of success, so they are very conscious of the way they talk, how they dress and with whom they socialise. This strategy extends to their chosen partner, who also needs to look good and enhance their public persona. Fit boyfriends, trophy wives, trendy pets and top-of-the-class sons and daughters are potentially all part of their aspirational package.

Even though they have a strong need for things to stay the same, often they get excited by the prospect of personal change, but only on their own terms. They like to have a very clear ladder to climb, so that they can compare and contrast their achievements with those around them. Moving the goalposts, or unexpected change can make them feel very uneasy. They are developing the art of maintaining some sense of stability within their lives, whilst they take advantage of new opportunities. Espousers of this attribute are the ones who are most likely to turn a crisis or economic downturn into an opportunity, because they are able to focus on the end goal and to keep their head when others are losing theirs. One way they do this is to create a very stable home life with clear gender roles, where both men and women are comfortable with the man being the breadwinner and the woman responsible for creating an impressive home.

They enjoy being a big fish in a small pond, but they also dream of the next step on the social ladder. Even when they have reached the top, they feel compelled to go higher, or to find another mountain to climb. If they are not trying to be successful, they may lose a sense of purpose. Their perpetual search for success is really a constant need for approval and respect, until they start to accept themselves and start the next chapter of self-discovery.


Using Visible success

Demographic Skews:

1) Over-indexed: Under 35.

2) Under-indexed: 45+.

Visible success espousers also espouse other Attributes. The top six most highly correlated Attributes of Visible success espousers are, in order of the strength of relationship:

1) Force
2) Material wealth
3) Aspiration
4 Simmer
5 Image
5 Patriarchy.

In total those who espouse Visible success also over-index significantly on 25 other Attributes.

If "Visible success" (or the associated attributes) are important to you and you would like to delve more deeply, contact us at