September 16, 2025

How To Build A Cult | Lulu Cheng Meservey

1 hour 49 minutes

Lulu Cheng Meservey is one of the sharpest minds in communications and strategy. She has helped some of the best leaders through their hardest moments.

We talk about why trust and conviction are contagious, how to win attention in a noisy world, and how to handle attacks without losing ground.

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About Lulu:

Having been CCO and EVP of Corporate Affairs at Activision Blizzard and VP of Comms at Substack, she is now the creator of Rostra, the only advisory firm focused on founder-led comms.

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Approximate Timestamps:

(00:00) Introduction

(08:34) The Importance Of The Hook

(14:35) Why Do Governments And Large Corporations Communicate So Poorly?

(21:50) How To Build A Cult

(27:56) How Trust And Likeability Affect Your Messages

(39:19) How To Respond To A Public Relations Attack

(42:57) One Death Is A Tragedy, A Thousand Are A Statistic

(47:34) The Importance Of Being First

(55:22) Overcoming Being The Underdog

(1:00:03) How To Play Offence In PR

(1:05:36) 3 Things To Make A Difference In Your Comms / Storytelling

(1:21:07) The Halo Effect

(1:25:52) Practical Comms Advice For Everyday Work Interactions

(1:46:17) What Is Success For You?

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By Shane Parrish

4.7

25652,565 ratings

September 16, 2025

How To Build A Cult | Lulu Cheng Meservey

1 hour 49 minutes

Lulu Cheng Meservey is one of the sharpest minds in communications and strategy. She has helped some of the best leaders through their hardest moments.

We talk about why trust and conviction are contagious, how to win attention in a noisy world, and how to handle attacks without losing ground.

-----

About Lulu:

Having been CCO and EVP of Corporate Affairs at Activision Blizzard and VP of Comms at Substack, she is now the creator of Rostra, the only advisory firm focused on founder-led comms.

-----

Approximate Timestamps:

(00:00) Introduction

(08:34) The Importance Of The Hook

(14:35) Why Do Governments And Large Corporations Communicate So Poorly?

(21:50) How To Build A Cult

(27:56) How Trust And Likeability Affect Your Messages

(39:19) How To Respond To A Public Relations Attack

(42:57) One Death Is A Tragedy, A Thousand Are A Statistic

(47:34) The Importance Of Being First

(55:22) Overcoming Being The Underdog

(1:00:03) How To Play Offence In PR