How to Start a Cult - Book Summary (2024)
Jody Raynsford
How to Start a Cult is a guidebook for businesses and brands aspiring to create a captivating and committed following. The book presents the Cult Commandments, a bulletproof method leveraged by the author, Jody Raynsford, in building cults for various businesses. It encourages readers to create a polarizing message, celebrate difference, and persistently communicate their mission amidst other ground-breaking tactics.
Key Ideas
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Sticky loyalty of customers towards brands isn't as commonplace as it once was, thanks to a surge in alternatives and distractions. The modern market demands that brands shift their focus from leaning heavily on rational benefits provided to customers, to creating an emotional connection that instills in them a sense of identity and belonging. This approach turns customers into avid followers who are more likely to stick around, as opposed to becoming capricious consumers constantly scouring the market for the next better thing.
Taking a leaf out of the book of cults can be quite enlightening here. Cults excel in drawing and retaining ardent followers by fulfilling the basic human need to belong. Hence, successful brands of today are creating mini-cults. Their zealous followers are drawn towards and feel aligned with the purpose and values of the brand. Apple and Tesla stand as shining examples of this cult-brand phenomena. However, even smaller scale companies can build an equally devoted following.
The key lies in conveying a powerful and emotionally resonant message that can start with drawing just one devoted follower. Hence, given the right approach, any brand can create that sense of belonging which builds a dedicated entourage of followers.
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Jody Raynsford's "How to Start a Cult" is a comprehensive guide to creating and maintaining a devoted following, be it a business or personal brand. This book is not about religious or harmful cults but rather, it leverages the concept of cults to provide a blueprint for building a fervent community around a brand. It equips readers with the understanding of the principles of building a cult-like following, based on the author’s personal experience and client work.
10 Actions that reflect the learnings from the book:
Identify Your Mission: Develop a polarizing message that appeals to a specific group. It should be something you're passionate about and want to share with your followers.
Define Your Enemy: This is about identifying what you stand against. By highlighting a common enemy, you create unity and stimulate motivation among your followers.
Cultivate Uniqueness: Celebrate what sets you apart and make that fundamental part of your branding.
Introduce Rituals: Cults often have rituals as they create a sense of belonging. Create unique practices, traditions or experiences that engage your followers.
Share Your Story: Your personal journey should be an integral part of the cult narrative. This builds connection with your followers and incorporates an element of relatability.
Engage Your Followers: Provide numerous opportunities for your followers to participate and engage. Reward their participation and promote true believers.
Build a community: Foster a strong sense of community among your followers by providing them platforms to connect and interact with each other and you.
Serve Your Followers: Your prime duty as a leader is to protect and serve your followers. This will require you to take strong action against behaviors that might harm your community.
Stay Consistent: Keep reaffirming your message or your brand story over time. Consistency is key to keep followers engaged and believing in your cause.
Involve Your Team: If you're starting a cult for brand or business reasons, involve your team right from the start. Their buy-in will be necessary for the cult to grow and thrive.
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