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Ep.133 — What founders can learn from K-Pop, Crypto, and the Early Christians w/ Lulu Cheng Meservey
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Lulu Cheng Meservey is the Chief Communications Officer and Executive Vice President of Corporate Affairs at Activision Blizzard. She joins Infinite Loops to provide us with a masterclass in communications for startups. A must-listen for current and aspiring founders. Important Links: - Lulu’s Twitter - https://twitter.com/lulumeservey - Lulu’s Substack - https://lulu.substack.com/ Show Notes: [00:00:00] - Intro [00:02:00] - Main Podcast [00:04:00] - Why people write hit pieces [00:08:46] - The insurgency framework [00:13:08] - How to access your audience’s neural real estate [00:18:22] - How to develop a spontaneous elevator pitch [00:23:48] - Tips for becoming better at reading the room [00:28:56] - Speak directly and take the hits [00:32:41] - Defining business objectives [00:37:26] - Learning from other industries [00:41:01] - Personalising your message [00:50:56] - Overcoming resistance to the unknown, what Christianity can teach us about comms [01:05:55] - Escaping corporate jargon [01:11:57] - How comms resembles rugby [01:16:13] - Taking ownership of comms [01:21:48] - Moving to a new model of comms [01:29:18] - “Don’t let things happen to you. Go and happen to things.” Books Mentioned: - The Network State: How To Start a New Country; by Balaji S. Srinivasan - The Hero with a Thousand Faces; by Joseph Campbell
Segments Timeline
Masterclass for Founders
Lulu Cheng Meservey outlines the essential steps for founders to effectively communicate their story. She emphasizes the importance of crafting a compelling narrative about the company and its founders, highlighting that the founder's story is crucial as they represent the company. This segment sets the stage for understanding how to engage with audiences authentically.
"master class for Founders and what bay is the right way to deal with medications both internal and external the basic steps are get your story right then put your story out about the company and then ..."
The Power of Storytelling
In this segment, Lulu discusses the significance of storytelling in startups. She explains that the first product a founder must develop is the narrative about their product, which needs to resonate with the audience before they will be receptive to the actual product. This foundational concept is vital for any founder looking to establish a strong market presence.
"well hello everyone it's Jim O'Shaughnessy with yet another infinite Loops today I have been looking forward Lulu to this chat with you because we had to change it and things got up and then I got cov..."
Navigating Media Challenges
Lulu shares her experience dealing with negative media coverage, particularly a hit piece about Substack. She emphasizes the importance of addressing inaccuracies in media narratives and understanding the motivations behind such articles. This segment provides valuable insights for founders on how to handle criticism and maintain their company's reputation.
"thank you who the is this is what I go for when I introduce myself to people so that happened while I was on maternity leave by the way so I was coming in with very little context I was back like the ..."
Understanding Media Intent
In this segment, Lulu reflects on the intentions of journalists and the evolving landscape of media. She discusses how activism in journalism can lead to contentious narratives that may not align with the reality of a startup's mission. Founders are encouraged to recognize these dynamics and respond thoughtfully to media portrayals.
"having a platform that lets people say the things that they want to say didn't used to be as controversial as it seems today so I will say that the founders probably run up against this a lot of the t..."
The Insurgency Framework
Lulu introduces the 'Insurgency Framework' as a new approach for startups to communicate effectively. Drawing from her background in counter-insurgency, she explains how startups can leverage their unique position and asymmetric advantages to craft compelling messages that resonate with their audience. This framework is essential for founders looking to disrupt established norms.
"know the old comms handbook which I think is should be in the trash because it doesn't work anymore and you thankfully and I just got done re-reading have written extensively about this so if you woul..."
Crafting Your Message
This segment focuses on the tactical aspects of message crafting for startups. Lulu outlines a simple framework for founders to articulate their mission, the significance of their work, and the principles guiding their efforts. This practical advice is crucial for founders seeking to establish a clear and impactful narrative.
"which is if you're an Insurgent which is to say you're not the incumbent you're not the state you're not working with the money in the military might what you need to do is look for asymmetric advanta..."
Finding Product-Market Fit for Your Story
Lulu emphasizes the importance of finding product-market fit for a startup's narrative. She explains that before launching a product, founders must ensure their story resonates with potential customers. This segment highlights the critical role of storytelling in the startup journey and how it can influence overall success.
"comms for Bitcoin and it's if that person had then if they if they had that that person they would probably be winning a ton of awards because it's been incredible what Bitcoin has achieved but they'v..."
Understanding Neural Real Estate
Lulu Cheng Meservey emphasizes the importance of 'neural real estate' in communications, explaining that founders must recognize how to capture their audience's attention. She discusses the need for a clear message that resonates with potential investors, employees, and customers, and how to effectively bridge the gap between what the audience cares about and the startup's narrative.
"understand that neural real estate I.E brain share is so much more important than they understand and I want to pick up on your idea there um getting like how would you sit with a founder and hone tha..."
Crafting Your Message
In this segment, Lulu outlines a tactical approach for founders to craft their messaging. She suggests using a simple Google Doc to clarify their objectives and principles, while also stressing the need to connect their story to what the audience is already thinking. This method helps ensure that the message is relevant and engaging.
"product and the way you do that is a the mother of all read the room it's who are we trying to reach and the answer there is almost always potential employees potential investors potential customers f..."
The Gateway Drug Analogy
Lulu introduces the 'gateway drug' analogy to explain how to make complex ideas relatable. She illustrates how to connect a startup's message to current events or familiar concepts, making it easier for the audience to understand and care about the product. This technique is crucial for effective communication in a crowded market.
"someone you don't care about who may or may not make money from this thing that you don't give a about doesn't affect your life it's the bridge that's the message that you blow out with and then secon..."
Elevator Pitch Essentials
Lulu shares her insights on creating an effective elevator pitch, emphasizing that it should be conversational rather than scripted. She highlights the importance of sounding human and relatable, and how focusing on the benefits to the audience is more impactful than technical jargon. This approach helps founders connect better with their audience.
"would go about grafting the story with the basic facts and then shaping it and filing it into a form factor that people are actually going to be attracted by yeah what do you think about like the clas..."
Avoiding Technology Fetishism
In this segment, Lulu warns against the pitfalls of technology fetishism in startup narratives. She stresses that founders should focus on how their innovations improve lives rather than just the technology itself. This perspective is essential for gaining traction and support from potential users and investors.
"and that goes to TV interviews podcast interviews that's the first principle and if you as a startup founder are a technical genius who is not a Barack Obama level orator who was able to put on that p..."
Linking to Current Events
Lulu discusses the importance of linking startup messages to current events or trends. By doing so, founders can make their narratives more relevant and engaging, ensuring that their audience sees the value in their offerings. This strategy helps to create a compelling context for the startup's mission.
"and then the third principle is whenever possible do the gateway drug dog pill in the cheese thing where you link it to current events you give people an example of why this thing is relevant because ..."
The Power of Spontaneity
Lulu shares her preference for spontaneity over scripted communication. She believes that being genuine and conversational resonates more with audiences than rehearsed speeches. This approach not only makes the speaker more relatable but also enhances the overall impact of the message.
"because you can't expect them to do that work for you well I love you and if I hire you away I would hire you away and we can talk about that later I mean you just outlined the way that I like do ever..."
Reading the Room
In this segment, Lulu provides practical tips for founders on how to read a room effectively. She suggests engaging with the audience before speaking to gauge their interests and concerns. This technique helps tailor the message to the audience's needs, making the communication more effective.
"totally agree and I also agree profoundly on the weave what's going on that day so I used to try I used to be the primary portfolio salesperson for the company I'm leaving Sean is the asset management..."
Calming Nerves Before Speaking
Lulu shares breathing techniques to calm nerves before public speaking. She emphasizes the importance of being relaxed and connected with the audience, which can significantly enhance the delivery of the message. This segment provides valuable insights for founders preparing for pitches or presentations.
"room and have you have some tricks for Founders on how to better read a room yeah to make it more tactical I'll talk about a literal room when you're going into pitch or when you're going in to give a..."
The Dangers of PowerPoint
Lulu critiques the reliance on PowerPoint presentations in communication. She argues that they can become crutches that detract from genuine engagement with the audience. Instead, she advocates for more dynamic and interactive forms of communication that foster connection and understanding.
"someone that you're talking to beforehand so that you're already warm and then get a sense of what's on that person's mind so that when you go out there you know you're speaking to at least one indivi..."
Facing Criticism Head-On
Lulu emphasizes the necessity of confronting criticism directly to build trust over time. She compares this approach to a children's song about facing challenges, arguing that avoiding conflict only leads to greater issues in the long run. This segment underscores the importance of resilience in communication.
"and if you if somebody gives you a crutch you know you're gonna start to use it yeah another thing that you point out and this is on the individual don't describes me crazy it's like when I just launc..."
The Risks of Playing It Safe
Lulu warns against the dangers of risk aversion in communication strategies. She argues that avoiding risks can lead to missed opportunities and ultimately harm a company's long-term success. This segment discusses the balance between taking risks and maintaining credibility in business communications.
"will notice that I often act as sort of a heat shield like I get attacked a lot I get you know I sometimes I make wonderful friends and I got to meet you and at the same time there's a lot of people w..."
The Importance of Business Objectives
In this segment, Lulu outlines the necessity of having clear business objectives. She critiques vague goals like going viral and emphasizes that the primary objective should be profitability. This discussion provides insights into prioritizing actionable goals that drive business success.
"execution risk that I'm going to come across as an a-hole or whatever or that I just fail in my execution by saying the wrong thing but I think over the long term you have to put yourself out there as..."
Identifying Your Audience
Lulu stresses the importance of knowing your actual audience and avoiding the trap of trying to appeal to everyone. She discusses the significance of focusing on a specific target market to ensure effective communication and marketing strategies, which is crucial for startup founders.
"in cash that's the risk-averse way of not losing but over time you actually are losing because everybody else is making money so that's how I think about that yeah and that's an actually incredibly ac..."
Learning from Other Industries
Lulu shares insights on how different industries, like K-Pop and makeup, effectively communicate through influencers and personal connections. She argues that startups can learn valuable lessons from these sectors to enhance their own communication strategies in a decentralized information landscape.
"being piled out on Twitter you have to do it because over time you're going to be losing out much more then you're going to be avoiding risks so I I think right Armstrong has said something along the ..."
The Role of Influencers in Modern Marketing
In this segment, Lulu discusses the impact of influencers in marketing strategies, particularly in industries with limited budgets. She illustrates how leveraging influencers can create authentic connections and drive brand awareness without traditional advertising costs.
"a half profounders to listen to so that they can go oh I was doing that all wrong and so the formula that you as you outline it is you got to have a plan right plan X you want to instill a belief a in..."
Building a Network for Success
Lulu emphasizes the importance of building a network of information carriers who can help spread your message. She discusses how decentralized communication strategies can enhance resilience and effectiveness in reaching target audiences, drawing parallels to Bitcoin's network model.
"there like is there some handy like could we google don't do this as your business objective or is that more of a It's gotta brainstorm it yourself as a founder and with your team I think every compan..."
The Collapse of Old Models
Lulu reflects on the collapse of traditional business models and the emergence of new, more effective strategies. She discusses the cultural lag in adapting to these changes and the importance of embracing new communication methods to stay relevant in a rapidly evolving landscape.
"to gain a large following in order to tell the story that gets the people to buy the thing but you have to recognize that's a secondary or tertiary thing and you have to prioritize it accordingly and ..."
The Power of Networks in New Models
Lulu Cheng Meservey discusses the evolving landscape of influencer marketing and the importance of networks in modern communication strategies. She emphasizes that traditional models are collapsing, making way for new, more effective approaches that leverage the power of personal connections and community engagement.
"thank them but we never offered to put them on a retainer we never offered to pay them for their endorsement and he mentioned something I thought was really interesting I will leave the name of the in..."
Responding to Attacks with Stories
In this segment, Lulu explains how companies often lose the narrative battle when responding to unfair attacks. She highlights the importance of storytelling in communication, advocating for companies to proactively share human stories that resonate with audiences rather than relying solely on statistics.
"models but they're new and there's always a cultural lag in between you know when the first people get tuned in to when other people get tuned in much later yeah and the the thing that was interesting..."
The Human Element in Corporate Communication
Lulu emphasizes the significance of personal narratives in corporate communication. She argues that as founders, individuals must connect their personal stories to their companies, as this humanizes the brand and builds trust with the audience, especially during times of crisis.
"and so I would say a couple things can we go back one second on what you said earlier about Stalin's supposed quote on woman it was probably I think so yeah when you are on the receiving end of attack..."
Inoculating Against Criticism
This segment focuses on the strategy of preemptively sharing positive stories about real people impacted by a company's product. Lulu explains how this approach can protect a company from future attacks by creating a network of advocates who are emotionally invested in the brand.
"has been lifted by point five percent here and this it doesn't work you're automatically losing if you're fighting the story with this with the data point so tactically what this means is you need to ..."
The Importance of Personal Connection
Lulu discusses the necessity of establishing personal relationships with influencers and advocates. She explains how these connections can serve as a buffer during crises, allowing companies to navigate challenges more effectively by having trusted voices ready to defend them.
"psychological marker and a reputational marker that they now have an interest in defending even if you don't ask them to so now the next time you are attacked you you don't have to respond with some p..."
Learning from Personal Attacks
In this reflective segment, Lulu shares her personal experiences with criticism as a founder. She highlights the emotional toll of attacks on personal integrity and the importance of maintaining a calm and rational response to ensure effective communication.
"yeah that I mean this I think these are just such great wisdom points and like gang at listeners viewers it took me a long time to learn a lot of these lessons that Lulu is giving you here so like pay..."
Understanding Different Perspectives
Lulu emphasizes the need to recognize that critics may have different worldviews. She discusses how understanding these perspectives can help founders respond more effectively to criticism and maintain their focus on their core audience.
"totally it up and you know it got to the point where you know we're quite in public markets we're quantitative investors right algorithmic everything but literally my best presentation was always I'm ..."
The Role of Founders in Company Narrative
This segment highlights the critical role founders play in shaping their company's narrative. Lulu explains how personal stories and experiences can serve as powerful tools for building trust and credibility with stakeholders and the public.
"is the other thing that I experienced is that thank God I I got over it but like when you first get attacked like it depends on your personality type I tend to be a bit combative and deeply personal e..."
Trust and Technology in Communication
Lulu discusses the challenges of gaining trust in emerging tech companies. She explains that personal credibility is essential for convincing audiences to embrace new technologies, as they often rely on the integrity of the individuals behind the innovations.
"is so important because you are a human mascot for the company you're usually doing something so if you look at stability AI or any of these really emerging tech companies most people are not technolo..."
Overcoming Resistance to New Ideas
In this segment, Lulu shares strategies for overcoming resistance to new concepts. She draws parallels to early Christian missionaries who adapted their messages to resonate with different cultures, emphasizing the importance of understanding and addressing audience concerns.
"trusting the human being that is telling them that it's okay and that's why these attacks are so important it's not just an attack on the company it's an attack on you the individual as a human being ..."
Using Analogies to Bridge Understanding
Lulu explains how analogies can help bridge the gap between unfamiliar concepts and audience understanding. She discusses the importance of creating relatable narratives that make new ideas more accessible and less intimidating.
"about X and they misunderstood what y was right it doesn't and so when I started putting it into that framework it just became a lot easier for me to respond and yeah yeah I completely agree with your..."
Lessons from Early Christianity
Lulu Cheng Meservey draws parallels between the communication strategies of early Christian missionaries and modern startups. She emphasizes the importance of understanding cultural contexts and creating relatable analogies to effectively convey new ideas. By learning from the past, founders can better navigate resistance to the unknown and communicate their messages more effectively.
"that's been my strategy for a really long period of time is that for the most part when people say either inaccurate or hateful things I simply don't respond and what I find is if it's real it won't b..."
Crafting Your Narrative
In this segment, Lulu discusses how startups can shape their narratives by using familiar analogies to connect with their audience. She highlights the importance of avoiding generic comparisons like 'the Uber for X' and instead finding relatable references that resonate with potential customers. This approach helps in making complex ideas more accessible and engaging.
"the unknown sometimes it's resistance because they believe some belief that you think is outdated and you're challenging that belief like they believe in public education and you think that private ed..."
Targeting Your Audience
Lulu emphasizes the necessity for startups to identify and focus on their specific target audience rather than trying to appeal to everyone. She advises founders to create a detailed profile of their ideal customers, including their interests and behaviors, to effectively tailor their messaging and outreach strategies. This targeted approach can lead to more meaningful connections and better engagement.
"to gateways again find something that they do understand and with which they have positive associations and you tie yourself to that thing but four someone else ties you to some other thing so I mean ..."
The Power of Storytelling
In this segment, Lulu explores the significance of storytelling in communication. She explains how successful narratives often follow a universal template that resonates with human emotions. By structuring their stories around common themes of struggle, redemption, and hope, startups can create compelling messages that attract and retain their audience's attention.
"think one of the great original sins of cons is trying to be everything to everyone and trying to measure Impressions on a quantitative level and instead what you want to do is get to the 50 people th..."
Avoiding Corporate Jargon
Lulu shares her insights on the pitfalls of corporate jargon and passive language in communication. She advocates for clear, direct messaging that resonates with audiences. By practicing their messaging in relatable contexts and avoiding complex terminology, founders can enhance their communication effectiveness and connect more authentically with their stakeholders.
"erogenous zones and you know immediately what I mean by that and your job as the Storyteller is to fit it into that it's not to try to tell a story in a vacuum that is so compelling that people can't ..."
The Risks of Skipping Steps
In this segment, Lulu warns against the dangers of skipping communication steps within a startup. She explains how failing to communicate effectively with co-founders and executives can lead to misunderstandings and loss of control over the narrative. The discussion underscores the importance of maintaining credibility and trust among team members and stakeholders.
"Executives and Company leadership next circle out is the rest of the conflict I'm assuming at the startup so the rest of the company is not going to be very big if it's a big company then the next cir..."
Authenticity in Communication
Lulu shares a personal anecdote about the importance of authenticity in communication. She recounts an experience where a team member failed to resonate with an audience due to using language that wasn't true to their style. This segment highlights the necessity for team members to express the company's narrative in their own words to ensure genuine and impactful communication.
"narrative is to have someone who's in the know who's in a more Inner Circle than you tell you that's not really true and so there's no shortcuts there you can't skip a step you have to go on concentri..."
Rugby vs. Football: A Communication Analogy
Using sports as a metaphor, Lulu compares the continuous nature of rugby to the dynamic challenges of communication strategy in business. She explains how, like in rugby, founders must confront challenges head-on and use them to their advantage rather than avoiding them. This analogy illustrates the proactive approach needed in managing communications and narratives.
"words and he they resonated with him and now back to your another one of your great messages here he was distinctive and authentic and like you can't fake that right yeah I'll give you uh We've mentio..."
Addressing Challenges Head-On
Lulu discusses the importance of addressing potential challenges in communication proactively. She emphasizes that announcing issues on your own terms can help maintain trust, contrasting it with the risks of being caught off guard. This segment reinforces the idea that transparency and timely communication are crucial for preserving credibility.
"like rugby because it's a continuous game and the tackles are coming for you and it doesn't stop and pause for you to reset and so what you need to be doing is if a tackle is really going to come you ..."
The Founder’s Reputation
In this segment, Lulu stresses the significance of a founder's personal reputation in the context of their company's success. She warns against outsourcing communication responsibilities and highlights the need for founders to be directly involved in shaping their narrative. This discussion underscores the personal stakes involved in maintaining a company's public image.
"in a position three years later re-breaking the nose to set it then you want to do it right away and that's the equivalent of running into the tackle I love it so when I was doing all of this travelin..."
Choosing the Right Communication Team
Lulu advises founders on the importance of selecting the right communication personnel. She discusses the difference between hiring someone who views their role as just a job versus someone who is genuinely invested in the company's mission. This segment highlights the need for alignment in values and commitment when building a communication team.
"owners but you could also have employees that act like employees and I don't fault anyone for this but if someone is here because they see it as just a job and they're not a True Believer you might ne..."
Reforming the Communication Landscape
Lulu concludes with insights on the current state of the communication industry, noting the frustrations faced by founders, media, and communication professionals. She advocates for a shift from traditional centralized communication models to more decentralized, networked approaches. This segment emphasizes the need for innovation in communication strategies to better serve the evolving landscape.
"and you know it also connects nicely to one of your things when in your piece on the dangers of playing it say risk averse is it does not equal you can't become great if you're risk-averse you have to..."
The Broken Comms System
In this segment, Lulu highlights the frustrations within the communications industry, where founders, journalists, and comms professionals often feel disconnected and misunderstood. She argues for a new model that fosters better relationships and communication strategies, moving away from outdated practices.
"think if we're able to move the industry to this new model of getting away from one centralized Bowl board to a network of getting away from relying on information Gatekeepers to get your message out ..."
Embracing Failure as a Learning Tool
Lulu shares her perspective on failure, emphasizing that every successful person has faced setbacks. She encourages comms professionals to embrace risks and learn from their mistakes, highlighting that the journey involves trial and error, ultimately leading to greater successes.
"I was lapping I was like saying this woman gets it she understands because I've got this whole theme about the great reshuffle and how all the old models are collapsing and nobody seems to understand ..."
Shifting the Narrative in Comms
This segment focuses on the need for a paradigm shift in communications. Lulu encourages professionals to tell their stories authentically and connect with audiences by framing their messages within the context of timeless narratives, rather than competing for attention in a crowded space.
"yeah I love that and I also couldn't agree more on the failure like I mentioned earlier I work with a lot of younger people from various Industries right and like I cannot get them to understand that ..."
The Power of Proactive Communication
Lulu concludes with a powerful message about taking control of communication strategies. She stresses that comms professionals should not wait for opportunities but actively create them, advocating for a proactive approach to storytelling that resonates with audiences.
"I love it all right this is so you know of course when we go off off recording here I'm going to try to convince you to come work for my new company and you think I'm kidding I'm not sure I'm not sure..."