The goal is to make people feel like they’re a part of something — and like you’re part of their identity. And the payoff — if all goes well — is in the form of fierce loyalty, word-of-mouth promotion, organic curiosity and attention, higher lifetime customer value and share of spend, lower acquisition costs, etc.

START A CULT, MY SON: A MANIFESTO The future is cults. All around you are cults, the world is already full of them. History is full of cults. You need to learn how to start them, you need to be able to recognise them. Study cults.