To me, it’s not so much that being popular great, it’s that being unpopular is usually terrible. To articulate why, I look to the greatest explanatory model for social dynamics there is: high school.

I’ve been on both sides of popularity in my school days. When I was unpopular, I was constantly stressing about girls, being harassed, being lonely, or missing out on having fun. When I was popular, I flourished. I had a lot more fun and it was a lot easier to just be myself and have energy when I was liked and not constantly feeling under siege. 

I get why people, myself included, will go to great lengths to avoid being unpopular. For me, it wasn’t that being popular was great, it was that being unpopular was much worse. 

And the simplest way to avoid being unpopular is to become popular. So how to be popular? Again, it’s informative to think about high school.

One road to popularity is to be the best at something, to have a niche. It’s easy to be at least somewhat popular when you have a lane - whether it’s academics, athletics, arts, or an extra-curricular activity. If you’re the best in the school at something or have a varsity letter on your jacket you earn the respect of your peers.

Another way is to have rich parents. Which I don’t actually mean flippantly; it’s not about being able to buy “friends”. But rather, if you have access to money, you don’t have to say no to fun stuff. You can go to the movies whenever someone’s going. You can take your friends to concerts and sports games, or host fun gatherings at your house with ping pong tables, nice food, and maybe even a pool. Money doesn’t buy friends, but it creates opportunities to have fun and make friends.

In my experience, character and leadership also matter. In high school, if you’re genuinely nice and can transcend the pettiness of the cafeteria or the hallway, people want to be around you. If you can rally people around a shared purpose - whether it’s a charity drive or social change, people want to be around you. If you can stand up for injustices or do something innovative, people want to be around you.

But those three strategies - being a star, being rich, or being a leader - are actually pretty challenging. The easiest way to be popular is to be aggressive.

We have likely all seen this play out, it’s basic in-group out-group stuff. We can be popular by talking crap about people behind their back or bullying other kids. By excluding others, we can build strong cohesion with our peeps (which makes us popular), albeit cheaply and darkly. Also, if the rest of the school knows you roll deep and are willing to be mean, most would prefer to stay out of your way instead of challenge your dominance.

The easiest way to be popular is to be aggressive. Sadly, it works almost every time.

And yes, maybe in high school the stakes aren’t as high because everyone’s awkwardly going through puberty, and everyone leaves in four years anyway. Everything’s made up and most of the time, the points don’t matter.

But these dynamics don’t stop in high school. I’ve seen them play out in every organization and company I’ve ever been a part of. And after high school, it’s not just that people try to become more popular, they try to become more powerful. The stakes and consequences get bigger and realer.

And yes, in the real world - whether it’s in the workplace, at church, or just socially - some people gain power by being a star. Or they gain power by being wealthy. And luckily, in some cases people gain popularity and power by leading people toward an inspiring, noble, shared purpose.

But damn, lots of people take the easy way. Like at work, people get aggressive at the water cooler by demeaning a project team, their boss, their direct reports, their peers, or the customer. Or in social settings, people gossip about the other people in their club, the congregation, the neighborhood, or even their extended family.

A lot of times, I think people intend to lead with integrity and do start with a noble purpose in mind, like: ending the patriarchy, saving the American dream, stopping racial injustice, or preserving freedom. And they inspire people and lead them to achieve something meaningful. And then they get popular, and then they get powerful. And it’s great, because you’re doing what you think is right and you’re popular, too.

But at some point the streak ends. And not everybody is a Dr. King or a Gandhi. Not everyone realizes they have to do the work of self-purification to stay true to their principles and integrity. And then that well-intentioned person devolves into aggression, and brings in all the chest-thumping, and the outrage, and the vitriol to stay popular. And they become a bully in the end, when all they wanted to do at the start was noble and virtuous.

The easiest way to be powerful is to be aggressive and it’s so easy to fall into unintentionally. This stuff starts in high school but for damn sure doesn’t end there.

A through-line of my writing and thinking is the concept of intentional choices. Some choices we make have huge consequences for ourselves, for others, and for the culture itself. These are the choices we should make intentionally, but it’s so easy not to. How to be popular is one of these unassumingly consequential choices.

I think we all want to avoid being unpopular and powerless (because it sucks). The choice we have is how. What path will we take to avoid unpopularity? What strategy will we use to become more popular?

Will we try to be a star and make a huge contribution to earn respect? Will we use our money to create amazing, memorable, experiences that bind us with others? Will we build a deep sense of purpose and fellowship by leading with integrity? Or will we make ourselves part of the in-crowd by making someone else an outcast?

The choice of how to be popular is one we should make intentionally.