Cultish

Amanda is a language whiz, and does an amazing job showing how cultism is a spectrum; that we are all victims of undue influence.

She talks about the language that communities and organizations use as the key to gaining undue influence over people, and that this influence pervades everything from startups to skincare to workout programs.

It’s well researched and fascinating to read, and will make you question your strong affiliations to the most basic things. 

Montell explores why we’re so fascinated by cults, and how so many of us belong to cultish communities in our own lives without realizing it. Sure, SoulCycle isn’t a cult like Jonestown. But how come the leaders of SoulCycle sometimes use such similar tactics to keep us coming back for more? Through it all, Montell is a whip-smart, funny, and utterly relatable guide.

A book on cults might seem like an odd choice for a list about creating a standout message. This book reminds us of the power of our words, and how what we say shapes reality and influences other people’s attitudes, beliefs, and behavior. I especially love the focus on everyday commercial cults (e.g., Soul Cycle) use of language to create an ardent fan base of loyal customers.