The Knowledge Project with Shane Parrish Lulu Cheng Meservey: How To Build A Cult
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Sep 16, 2025 Lulu Cheng Meservey, a communications strategist and creator of Rostra, shares her insights on effective storytelling and leadership. She discusses why trust is critical, highlighting how it can be nurtured through relatable narratives. The conversation touches on the pitfalls of corporate communication and the need for emotional connection in a noisy media landscape. Meservey also offers practical advice on handling public relations attacks while maintaining authenticity and emphasizes the importance of being proactive in reputation management.
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Human Conviction Beats Content Noise
- People tune to humans with conviction and narrative rather than infinite content noise.
- Attach messages to a human with strong conviction and chain facts into a compelling arc.
Start With The Venn Diagram Hook
- Pick the overlap between what you care about and what your audience cares about before speaking.
- Use that shared Venn-diagram space as a gateway to bring them into your full message.
Make The Hook Your Priority
- Prioritize the hook first, then how you tell the story, then where you tell it.
- Design hooks so your message becomes people-driven distribution, not just channel-driven reach.
