The next great consumer companies won’t be exclusive clubs. They will be inclusive cults.

Great cult brands drive wedges between schools of thought, alliances, communities, ideologies, and even other brands. They do this by spreading their radical differences with those searching for individualism. Ultimately, with a lot of luck and incredible attention to detail, these select few cult brands become a destination for their followers to ... See more

This is nothing new in the physical social world, but it is revolutionary in the digital social world, where groups and shared messenger threads have historically always been communal spaces.

Cult leaders are their own moderators

Cult leaders need mechanisms for elevating and blessing followers, as well as mutually reinforcing power

Cults need appoint... See more

Exclusivity based on if you can afford something is not going away as long as we have a capitalist society. FOMO and exclusivity/curation is a natural part of how we gather, and trying abolish it is not a worthwhile endeavor, but the best institutions aim for a concept that I first heard expressed at Sofar Sounds — Inclusive Exclusivity.