In an age dominated by the culture of ‘me’ people tend to look upwards when considering their wealth - they rarely look down. You read the Forbes Magazine and the Sunday Times ‘Rich Lists’ and you wonder what it would be like to have all that money.

What most people don’t think about is the simple fact that compared to the majority of the people on this planet they’re relatively wealthy. They might not feel ‘rich’, but very few of them are truly ‘poor’. globalrichlist.com makes a bold stab at slapping the user about the face and reminding them of their relative high-standing in the world’sfinancial ‘pecking-order’. It plays with the psychology of good fortune and humility - making the user feel good about being near the top of the pile and positively encouraging them to let others know about their position – whilst also helping the site by publicising its existence.

Over 3,000 sites and personal biogs have used the personalised banners to create links to globalrichlist.com and the site has attracted over one million unique visitors since it’s launch in September 2003. The site has been covered in traditional media around the world.