How to Start a Cult?

Ever wondered how certain brands effortlessly steal the spotlight, leaving you in awe? Jody Raynsford‘s book, “How to Start a Cult,” unveils the strategies for building a devoted following. Get ready to make waves and see your brand explode onto the scene with key insights from the book. Let’s unlock the secrets to cultivating a dedicated tribe and watch your brand grow:

Key Idea No. 1: Brand Loyalty is Dead

In today’s hyper-competitive business landscape, traditional brand loyalty is no longer the golden ticket to success. The paradigm has shifted, challenging business owners to reevaluate their strategies. If you’re still banking on conventional approaches like price, service, and convenience, it’s time for a reality check.

In a world bombarded with distractions, your brand needs to evoke feelings, make people care. Forget ‘brand loyalty’; focus on something more profound – belonging. That’s the secret sauce that can turn the tide in your favor.

Belonging is what makes people stay, even if a more affordable alternative tries to attract them. It’s not about manipulation; it’s about genuine connection. When people feel like they belong, your brand becomes part of their identity. Belonging is what helps you start a cult.

Key Idea No. 2: Take Action

In a world where information is just a click away, knowing what to do is only the beginning. We’re surrounded by a wealth of knowledge, but that alone doesn’t guarantee success. Reading books and guides might fill our heads with ideas, but it doesn’t always translate into action.

Knowing and doing are two different realms. You might be familiar with countless strategies to grow your business or lead a balanced life, but if you’re still stuck dealing with basic issues like incomplete expenses or stagnant revenue growth, it’s clear that knowledge doesn’t always lead to action.

So, why is that? It’s a lot about pain versus pleasure. We tend to avoid actions that bring discomfort, opting for the path of least pain. Here are some of the key objections that hold us back:

• Fear of everything collapsing. The real risk is a slow, painful decline, not sudden annihilation. Your business might be on a plateau, but that plateau can turn into a decline if you don’t act.
• Fear of losing what you’ve built. To reconnect with success, don’t abandon what got you there in the first place. Rediscover your roots and the values that drove your initial growth.
• Fear of negative pushback & damaged reputation. Criticism is often more about the critic than you. Understand the motivations behind objections, and don’t let fear of judgment hold you back.
• Fear of being judged. Embrace judgment; it means you’re noticed. Haters will come, but let them judge while you focus on your goals.
• Fear of hard work. Yes, change is hard, but it’s less work than presiding over a declining business with lost relevance.
• Fear of looking like an idiot. Transforming your business requires bold moves. You might look like an idiot temporarily, but the potential gains far outweigh the risks.
• Fear of the wrong timing. If it’s a good idea, it’s a good idea now. Fear of the future leads to suffering – act now and transform your business.

The key takeaway is the importance of taking that initial step. Overcoming objections and embracing a transformative mindset are essential for achieving exceptional results. The real game-changer is not just knowing but doing. It’s time to turn your knowledge into action and make a lasting impact.

Key Idea No. 3: The Seven Cult Commandments to Start a Cult

Building a cult isn’t for the faint-hearted. It takes guts and the ability to lead your team, company, and community fearlessly into the unknown. It might get a bit lonely at the top, but that solitude has a purpose – the rewards of winning your audience’s hearts and minds go to those brave enough to step up, stand out, and commit to the cult leader role.

There are seven non-negotiable commandments you must follow to start a cult. No cherry-picking here – it’s an all-or-nothing deal. Why the strict approach? Well, think of it like a diet. Clear, binary choices are easier to follow than vague instructions. Here are the seven Cult Commandments to Start a Cult:

(1) Develop a Cult Message: To start a cult you need a message. A powerful cult message requires followers to either embrace it or reject it. It must provoke a strong reaction, either agreement and acceptance or disagreement and rejection.

Your message serves as a filter, attracting the right followers and repelling the wrong ones. It’s not just an optional extra; it’s the lifeline of your cult. Without a clear message, there is no cult.

Contrary to common belief, your message doesn’t have to revolve around your product. Instead, it should tap into broader desires and emotions of your audience. The traditional approach of focusing solely on your product won’t build a cult following. You need to make a shift.

A polarizing, compelling, and clear message work together to create a powerful effect on attracting, recruiting, and building relationships with your cult followers.

(2) Pick an Enemy: To start a cult, you need a powerful enemy. It might sound counter-intuitive, but bear with me because this concept is a game-changer.

Think about your favorite stories, whether it’s a classic tale or a modern blockbuster. What do they all have in common? A compelling bad guy. The same principle applies to building a cult-like status for your business. This isn’t about spreading negativity; it’s about giving your business a captivating narrative, akin to how villains take center stage in engaging stories.

Why does having an enemy matter? Well, having someone or something to stand against gives you a focus for your efforts. It’s like a battle cry that draws in passionate followers who really connect with your cause. This helps quickly build a committed community that truly believes in what you’re all about.

But not all enemies are created equal. You need a “good” enemy – one that provokes a strong negative response in your audience, something on their radar, and actively present in their lives. It’s not about your personal vendettas; it’s about understanding your followers’ pain points.

To identify your cult’s enemies, brainstorm across various categories – people, companies, organizations, practices, beliefs, attitudes, behaviors, character traits, and annoyances. Ask questions like who your followers blame for their situation and what’s hindering their progress.

(3) Be Different: Like a cult, your brand needs to look, sound, act, and be different. Forget about trying to be just “better” – embrace being different because that’s what people notice.

Being different is not just a trick; it’s about being true to yourself. Your brand’s uniqueness should be meaningful and genuine. It’s not about flashy gimmicks; it’s about changing the game and creating a real connection with your audience.

(4) Consistently Communicate: Building a cult-like following is not a one-time thing – it’s about consistent and widespread communication of your message. To be a cult leader, you have to show up for your followers regularly. It’s not about launching a message and expecting everyone to remember it. Many organizations make the mistake of thinking they can skip this crucial step, but there’s zero evidence that any other approach works in a world filled with competing messages and distractions.

The key is to choose your channel wisely based on your ideal cult follower. Don’t jump around platforms like a teenager trying the latest trend. Stick with one and show up consistently. Learn the ropes of the platform, but don’t overthink it. Better to start now and build your knowledge while growing your following.

(5) Target Outliers & Misfits: Building a devoted following is not about blind loyalty but fostering a tribe that resonates with your message.

There are two key ways people enter your circle: they’re either brought in by your existing followers or by the actions you take. While the first method is more potent, initially, it’s the second that sets the stage for your cult’s growth. Your consistent actions create a magnetic force, drawing the right people into your community.

Recruiting the right followers is crucial. It’s not about numbers; it’s about quality. Your actions at the beginning set the tone, attracting those who resonate with your message and repelling those who don’t. This effort is continuous until the first method, recruitment by your followers, gains momentum.

But how do you know who to recruit and how to do it effectively? The answer lies in understanding why people join a cult. It’s not about blindly following; it’s about filling a void in their lives. Whether it’s love, belonging, companionship, or recognition, being part of a cult promises to provide what’s missing.

So, where do you find these followers? Look for the “homeless” – those who don’t feel they have a place right now. Conduct an audience audit, listing all potential audiences and customers, and rate them based on need. Your goal is to find those who need to be part of your cult, not just those who want to be.

(6) Build Belonging: Humans are naturally drawn to community, whether you’re the lone wolf or the popular kid. We all crave that sense of belonging, deeply embedded in our psychology.

Cults prey on this need for belonging, especially when someone feels left out or ignored. Build belonging by lifting your followers up. Make them feel good, celebrate their differences, and let them know they’re part of something special.

There are three keys to build belonging:

• Reward Participation: Recent converts are your best recruiters. Reward their loyalty, and watch them bring in others. Rewards aren’t always cash. Recognition and encouragement go a long way. Spot those true believers and give them some love early on.
• Storytelling: Humans love stories. It’s in our DNA. Tell stories that build emotional investment. Share your cult’s origin story – the struggles, the triumphs. Make it relatable, not about being interesting. Also, highlight your followers’ stories; turn them into legends. It’s like those customer stories brands tell, showing others what they could become.
• Connect: It’s not enough to just broadcast. Your cult needs to feel connected. Indoctrinate early; make a strong impression when someone joins. Personally welcome them, make them feel valued. Treat each follower like they’re the most important one.

(7) Give Followers Opportunities: Setting tasks, no matter how challenging or weird, for your followers is a way to let them show their devotion. You don’t have to go extreme but creating opportunities for your followers to prove their commitment is key. It could be through activities, tasks, or other creative ways. The core idea is letting them express, “We want to show we belong.”

Belonging is demonstrated through our words, appearance, and actions. As a cult leader, it’s your role to facilitate this. If left to themselves, your followers might naturally find ways to connect, but it’s better to structure and guide this demonstration of belonging as you grow your cult.

Humans have an instinct to gather with those who seem similar to them. Think about football fans – by wearing the team colors, they instantly connect with others wearing the same. It’s a visual symbol of belonging. The same goes for cults; visual identity, language, and shared activities tie everything together.

Jody Raynsford’s, “How to Start a Cult” emphasizes the shift from traditional loyalty to creating a sense of belonging, provides actionable steps to overcome obstacles, and outlines the Seven Cult Commandments for effective brand building.

For those ready to transform their business and cultivate a dedicated community, this book is a must-read. Click here to explore further and unlock the secrets to building a cult-like following.