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Lulu Cheng Meservey: How To Build A Cult
The Knowledge Project16 September 2025·1 hours 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
(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?
----- Thank you to the sponsors for this episode: Basecamp: Stop struggling, start making progress. Get somewhere with Basecamp. Sign up free at http://basecamp.com/knowledgeproject reMarkable: Get your paper tablet at https://www.reMarkable.com today .tech domains: Nothing says tech like being on .tech https://get.tech/
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