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[citation needed]
I recommend The Red Queen if you want to start learning about this. The short answer: men largely choose mates based on looks; women choose based more on social status. Signalling low social status reduces male attractiveness; signalling high social status raises it. n = 1, but this has worked for me. Deliberately act like you can take it or leave it, and you're unlikely to be left. (And note that women initiate the…
You're slaving away in a startup, working insane hours and getting paid way less than what you're worth. There's equity in there somewhere. Maybe. You've finished up another 12 hour day and there's the wife glaring at you at the kitchen table: "When is this job going to get us somewhere? Why can't we be doing/having like your friend Bob who works at ?"
The social status thing makes sense. And you're working your ass off to try to make that next step up, or cash out, or whatever.
So what do you tell her in return?