Cultivating Cults

🌈 Abstract

The article discusses the importance of storytelling and belief in building and investing in tech companies. It explores the concept of "cults" and how they can be both powerful and dangerous, and how every company, movement, and organization is essentially a cult. The article also covers the role of the "Chief Evangelist" in amplifying a company's story, the power of controversy, capital, competence, and charisma in storytelling, and the importance of "getting away with it" as a storyteller. Finally, the article delves into the nature of good and bad cults, the role of truth and criticism in building a successful cult, and the importance of carefully choosing what to worship.

🙋 Q&A

[01] Storytelling and Belief in Building and Investing in Tech Companies

1. What is the key role of storytelling and belief in building and investing in tech companies?

• Storytelling and belief are inextricable, as the story is what people believe in. Every company, movement, and organization represents a story, and the people who choose to believe those stories and follow them are the result of the company's world-building.
• Investing should be an act of taking your worldview and deploying capital to try and shape reality to that worldview, just as storytelling is about choosing which stories to tell and shape reality accordingly.

2. What are some key tools that can amplify a company's story?

• Controversy, capital, competence, and charisma can all act as powerful story amplifiers, either for good or bad stories.

3. What is the role of the "Chief Evangelist" in a company's storytelling?

• The Chief Evangelist is responsible for protecting and preserving the company's "cult" by effectively evangelizing the company's story and vision.
• Examples of effective Chief Evangelists include Walt Disney and Steve Jobs, who were able to weave compelling stories that became the essence of their respective companies.

[02] The Nature of Cults and Their Role in Building Movements

1. How does the article define cults, and why are they not inherently negative?

• The article defines cults as simply a religion or movement that some people consider "weird" or that inspires great devotion from a small group of followers.
• The article argues that there is nothing inherently sinister about the word "cult" and that every company, movement, religion, and organization can be considered a cult to some degree.

2. What are the characteristics of a good cult versus a bad cult?

• Good cults are open to everyone, but ask something of their members, such as a way of life, thinking, or operating. They thrive on truth and criticism, and seek to unify people around shared truths.
• Bad cults are characterized by secrecy, control, and a sense of superiority within the group, often forcing uniformity through fear and social pressure.

3. How can a company build a successful cult-like following?

• Key elements include having a gutsy, contrarian leader who can articulate a compelling "why" for followers, attracting a first follower who can transform the leader into a true evangelist, and developing an exclusive but universally accessible "operating manual" or language for the cult.
• Successful cults also embrace criticism and truth-seeking, rather than forcing uniformity through fear.

[03] The Importance of Carefully Choosing What to Worship

1. What is the key message about choosing what to worship?

• The article emphasizes that everyone worships something, whether it be money, beauty, or ethical principles. The choice of what to worship is critical, as worshipping the wrong things can "eat you alive."
• The article encourages readers to be deliberate in choosing what cults, causes, and stories they will believe in and devote themselves to, as these decisions will shape their reality and influence.

2. How does the article tie this back to the concept of building cults and companies?

• The article suggests that each person represents a "cult of personality" that they must carefully manage, as the stories and beliefs they choose to worship will ultimately define their impact and legacy.
• Building successful companies and movements requires carefully crafting the right stories and beliefs to inspire devoted followers, while avoiding the pitfalls of bad cults.