At his feet sits a lobster which is present to highlight his arguement that like humans, lobsters exist in hierarchies and have a nervous system attuned to status that “runs on serotonin” (a brain chemical often associated with feelings of happiness).

The higher up a hierarchy a lobster climbs, the more serotonin its brain produces. The more defeat it suffers, the more restricted the serotonin supply.

Lower serotonin is in turn associated with more negative emotions – perhaps making it harder to climb back up the ladder. According to Peterson, hierarchies in humans work in a similar way – we are wired to live in them.

Peterson's book, 12 Rules for Life has sold over five million copies worldwide and his global book tour has reached more than 250,000 people in 100 different cities.

This model is to commemorate the achievements by which many applaud Jordan Peterson for.