Hey Cult Leader,
Before, you head into this Squid Game-themed email, a quick question...
Have you ever caught yourself uttering or thinking…
“I’ll definitely do this… at some point”
“This is important to me… as soon as I have more time/money/other vague thought”
“I’m planning to do this in the future… when the time is right”
You know how it sounds when you hear other people say stuff like this.
I’m not going to judge. Instead, I’m going to do something that will help you take the action you need.
On Monday 20th January, join me at 8pm UK for a free workshop on How To Build A Cult Following In 2025.
If you want to join, either hit reply with the word 'WORKSHOP' and I'll send you details.
Or click the button below to save your spot.
Before you read on... I need your help
I'm looking to hit a target of 200 reviews of How To Start A Cult by the end of January. Have you read it yet? Can you help?
Leave a review here
Ta, very much. I appreciate every review and each and every one does make a big impact.
Here's what's in today's email:
- What Squid Game can teach us about building a cult following
- The one metrics no one measures (and why you should)
- Update - Project Rayhem and winning a $5k cult brand makeover
What Squid Game can teach us about building a cult following
What can Netflix's hit Korean show that tell us about human behaviour, influence and building a brand with a cult following?
A lot, it seems.
Forget that Squid Game is a satire.
Forget that it’s a commentary on our obsession with money and greed.
Most people love it because:
1. It’s bloody violent
2. It’s stylish AF
And who wouldn't?
Now that it's back for a second season, it's time to circle back and discover what Squid Game teaches us about group and tribal dynamics — the exact thing you need to master to create a loyal following.
Here are some of the most powerful lessons from the series with advice on how to implement them in your cult.
Lesson 1 – Vulnerability makes a powerful recruiter
In Squid Game, every contestant is drowning in debt. They’re usually desperate, disillusioned, and at the end of their tether.
In other words, they are vulnerable. And these vulnerabilities make them ideal recruits for the game.
But that’s not all. The nature of their vulnerability means they are easy to find. Bookmakers, loan shark offices, the streets… are all places where the Squid Game organisation goes to recruit.
Vulnerability leads people to seek safety, connection, or a way out. This ties into Maslow’s hierarchy of needs: when people feel unsafe or uncertain, they’ll gravitate toward anything that promises stability or belonging.
Cults exploit this by positioning themselves as a lifeline.
When searching for something lacking, we respond to hope. We’re more likely to trust someone — by dropping our guard or ignoring our own concerns – if we can get the one thing we really want.
Cult action – Now this isn’t about exploiting vulnerability. This is about understanding how much easier it is to recruit when you have followers with unmet needs.
Your Polarising Message needs to speak to this. Whether it’s simplicity, freedom, or clarity, make it clear that you see them and you can help.
Lesson 2 – The Us vs Them dynamic
Squid Game’s green tracksuits and red guard uniforms are iconic. They establish an us vs. them dynamic while reinforcing order and unity.
Of course, we know the power of consistent visual identity. Uniforms create a sense of belonging and distinction. This taps into identity-based influence, the idea that people make choices based on the groups with whom they identify.
Cult action – Use visual identity to create a distinction between your followers and everyone else. Use colours, logos, messaging and voice to make your cult instantly recognisable.
The stronger your visual presence, the stronger your us vs. them dynamic, the stronger the belief from the followers who rally to you.
Lesson 3 – The power of equality
In Squid Game, the organisation stripes players of their external identities. Social status, wealth, and past failures mean nothing once inside the game.
Green tracksuits symbolize a clean slate, offering everyone the illusion of equality.
Humans often feel trapped by the roles and labels imposed on them by society. Creating an environment where you erase these labels is appealing to many. It provides freedom from judgment and the chance to redefine oneself.
Cults and thrive on this dynamic. They offer the opportunity to escape their former lives and become part of something new.
Cult action – Position your cult as a place where people can leave behind the pressures and judgments of their outside world.
Create a space where external status doesn’t matter—what matters is who they become within your community. Whether it’s shared rituals, merch or language, give your followers the chance to belong.
Lesson 4 – Hierarchy is human
In Squid Game, structure reigns supreme.
Guards enforce rules. Contestants form alliances.
Humans instinctively organise into hierarchies because it brings clarity and reduces uncertainty.
Studies suggest humans are hardwired to form hierarchies. They provide safety and predictability. Furthermore, social proof — the idea that we look to others for cues on how to behave — thrives in hierarchical settings.
Cult action – Create tiers of engagement, like VIP programs, insider access, or roles within your community. People will strive to move up the ladder, increasing their emotional investment in your cult.
Lesson 5 – Teamwork strengthens belonging
The tug-of-war episode is a masterclass in collaboration. A weaker team wins because they leverage strategy, trust, and unity.
Humans are social creatures. The principle of reciprocity plays a role here: when we collaborate, we feel indebted to those who’ve helped us, strengthening group bonds. Additionally, teamwork fulfills our innate need for belonging.
Cult action – Work to build connection and belonging. Encourage engagement and interaction through online or in-person events. When followers feel more together, their sense of belonging deepens.
Lesson 6 – Rules are enforced quickly and visibly
When players break the rules in Squid Game, the consequences are brutal. But they are also visible to all. Everything is done in the open which is critical for establishing a baseline of behaviour and expectation.
The principle of authority comes into play here. People respect clear boundaries and leadership. Enforcing rules also taps into our desire for justice, fairness and equality which is central to group cohesion.
Cult action – Be clear about your values and boundaries. Call out behaviours that don’t align with the ethos of your cult, and reward those who uphold your standards.
Rules don’t restrict. Rules – and their enforcement – create a shared identity.
Lesson 7 – Mystery fuels obsession
This insight is from the perspective of the viewer. The players are too involved to care about who is behind their exploitation.
But there are so many questions:
Who runs the game? Why masks? What’s the endgame? The layers of intrigue keep us glued to the screen.
Mystery activates the brain’s curiosity gap. We’re wired to seek an explanation, unanswered questions keep us coming back. This is the principle of scarcity at work—what’s hidden or exclusive becomes more desirable.
Cult action – Don’t reveal too much all at one. Don't overelaborate. Tease your followers with exclusive previews or “what’s next” content to keep 'em guessing. Create a sense of anticipation that makes them return for more.
The ONE metric no one measures (and why you should)
KPIs are boring. Metrics are boring. Analytics are boring.
But you know what isn't boring?
This... check out my post on a key metric you should focus on for your marketing, branding and ads.
Click here or the image below to read the post.
It's weird... but you could win a $5k CultBrand Transformation package
I like to experiment with different ways of engaging and encouraging activity. But my latest challenge is probably the weirdest.
If you've been in the Cult Leaders Facebook group, you'll see I kicked off Project Rayhem a week ago. (Yes, it sounds a bit like Fight Club's Project Mayhem. No, it's not... for legal reasons).
If you join you're giving a mission to complete. For every mission you earn points towards the main prize. On some missions, you have the opportunity to earn additional points.
And what do these points mean? Prizes. The top prize you can earn is a CultBrand Transformation package worth $5,000+.
This means working with me 1:1 for 12 months to completely transform your business into a CultBrand, completely with a devoted and highly motivated cult-like following.
This includes access to Cult Leader Academy 2.0 and all the support sessions available through the program for 12 months. In addition to CLA program access you also get:
1:1 Strategy Sessions with Me – together, we’ll map out the vision for your cult, refine your cult ‘hook’, and create a plan to turn your brand into a movement.
Your Customised CultBrand Roadmap – a tailored, step-by-step action plan designed to grow your audience, engage your followers, and build unstoppable momentum.
Ongoing Personalised Support – you won’t just get a plan, you’ll get my hands-on guidance to implement it, from crafting your polarising message to creating your cult and growing it
Accountability – whether you need a gentle nudge or you want me to shout at you every month to get sh*t done, I’ll hold you accountable (if you want) so you will get more done in less time. I’ll also give you all the tools and frameworks you need
Exclusive Access to Insider CultBrand Tools – tools, templates, and frameworks that have helped my clients and cult leader students build thriving, loyal audiences
Ok, I know what you're thinking...
What the HELL are you going to made me do to earn these points?
It's not that bad really. In fact, some of the missions are so simple and straightforward, you may have already completed them.
Right now, there are many a merry soul tearing through these missions and earning points towards the main prize.
But that's not all, because there are more prizes and giveaways for those who hit certain mission milestones or show particular creativity.
And I'm not asking you to do anything dodgy or illegal (for the first few missions at least).
If you want to grow a cult-like following for your brand and want my hands-on support to do it in 2025, join Project Rayhem and request mission 1.
Either reply to this email with the words PLAY or click the image below to go to the Project Rayhem post and join by posting 'PLAY' on the thread. Your first mission will be sent to you...
Laters!
Jody