‘Bhagavan’ in the making?
Learn how to start a cult or NOT!
For the last few days, I’ve been exploring an experiment in community building.
I read a book called Get Together. Interesting book. It described, among other things, a community built around clouds.
F*cking clouds?
I’ve never, ever cared about clouds. But apparently, there are people who care about them so much that they’ve built an entire community around them.
Don’t believe me? Check out the Cloud Appreciation Society.
Now, while exploring community building, I fell into a rabbit hole.
And somehow, I came out at the most polarising end of it.
CULTS.
I love studying cults. I fear them. And, strangely enough, I thoroughly enjoy exploring how they work.
Am I planning to start a cult?
Of course not.
Or… why not?
You see, the book ‘Get Together’ was practical and useful but also a little bland.
Not spicy enough!
So I decided to revisit the good old Kool-Aid era.
If you’re unfamiliar with the expression “drinking the Kool-Aid”, allow me to introduce you to Jim Jones.
The man behind Jonestown.
In 1978, more than 900 people died in a mass murder-suicide orchestrated by Jones. The tragedy gave us the infamous expression, although the poisoned drink was primarily Flavor Aid, not Kool-Aid.
Or consider Heaven’s Gate.
A cult whose members believed that a spacecraft associated with Comet Hale-Bopp would take them to a higher plane of existence.
They prepared. They coordinated. And in 1997, 39 members died by suicide.
In their own language, death was merely “leaving the vehicle.”
Think about that for a moment.
An entire vocabulary that could transform the meaning of death itself.
Yeah!
I’m walking on a razor-thin edge between sanity and insanity here.
But this exploration seems interesting, necessary and oddly fascinating.
At least to me.
You are free to stop reading RIGHT AT THIS POINT!
Now, my study of branding and marketing has introduced me to another kind of community.
Communities that inspire extraordinary loyalty. Communities loaded with emotions, identity, rituals and a sense of belonging.
And I must confess something.
I’m already part of a few of them.
Not the dangerous or deadly kind, thankfully.
Some of us simply carry electronic devices with the logo of a half-eaten fruit on them.
Nothing significant.
Except that these devices somehow inspire an almost ridiculous degree of emotional attachment.
I don’t give a f*ck about Apple, the company.
But I care a lot about my Mac and iPhone.
And that makes me wonder.
What exactly makes ordinary people become so extraordinarily attached to an idea, a brand, a community or a person?
The word cult usually carries a dark reputation. It invokes fear, suspicion and caution.
And for good reason.
But what fascinates me is something else entirely.
The art of invoking behaviour change.
Ah! There it is. My favourite subject. Again!
I’m crazy interested in understanding how cults are built for this very reason.
To me, cults reveal what happens when branding, marketing, language and human psychology come together in their most polarising, emotionally charged and sometimes dangerously powerful forms.
And that’s what makes them so fascinating to study.
So, find your seats, buckle up and get ready.
We’re about to go nuts exploring the world of cult building!
Want to dig deeper into this madness?
If you get the time, watch How to Become a Cult Leader on Netflix.
I also added a fascinating book to my reading list: Cultish by Amanda Montell.
The book explores cults through the lens of language. How ordinary words acquire extraordinary meanings. How language creates identity, reinforces belonging and, sometimes, becomes an instrument of manipulation.
And somewhere between the Netflix documentary and the book, I managed to extract a rather fascinating framework.
19 Principles of Cult Building
If you’ve ever felt your inner cult leader calling, here’s something to explore!
1. Find your target demographic.
Who is most likely to respond to your message? Different audiences respond to different promises. Identify the people most receptive to the idea. You have to do some work here.
2. Find out what they really want.
This is not a very difficult part these days. People are telling you what they want.
Wealth? Health? Fame? A better job? Relationships? Social justice? A sense of belonging?
Every group begins with some human desire, frustration or aspiration.
3. Build a personality around your message.
Your appearance, the way you speak, your mannerisms, your style.
Add some flair. Stand out. Make yourself recognisable.
4. Craft your story and your promise.
Why should people believe that achieving their aspirations is possible through your approach?
Build a compelling narrative around your message. tell people how you meditated in the lonely cave in the jungle or had a sex on the misty beach or travelled head first through rain forest, or went on spiritual journey or had a cancer and survived or something else. You can do wonders here. Go creative. Hire a film crew if needed.
5. Give your cult a name.
People’s Temple. Shambhala. 3HO.
A name transforms a collection of individuals into something identifiable.
6. Give your members an identity.
Warriors of Shambhala. Boss Babes. IITians. Same principle.
People are no longer merely participants. They become members of something with a distinct identity.
7. Give outsiders a name, too.
Brainwashed. Anti-Naxal. Lutyens.
Labels can create a psychological boundary between us and them.
Suddenly, belonging becomes a matter of identity rather than mere participation.
8. Bring in social proof. Better still, a celebrity!
Celebrity associations can provide publicity, recognition and an appearance of legitimacy.
Celebrities may not remain permanent members, but their presence can attract attention and new recruits.
9. Love bomb your audience.
How? Script is coming next.
Tell people why they are extraordinary. Why they are different. Why they are uniquely open-minded or capable of recognising something others cannot.
Flattery can become a powerful tool of emotional attachment.
10. Position your approach against the status quo.
What is supposedly wrong with the existing system? Why are others getting it wrong?
Some groups construct an opponent, sometimes using politically charged labels such as “Urban Naxals”.
An external enemy can strengthen internal solidarity.
11. Make a guarantee.
Promise transformation. Success. Freedom. Enlightenment. Nirvana. Moksha. Women. Wealth. A better life.
The bigger the promise, the more emotionally attractive it may become.
And the more important it is to question whether that promise can actually be delivered.
12. Create a shared language.
Invent jargon, nicknames, internal jokes and distinctive expressions.
Give ordinary activities extraordinary names.
For example Crossfit term of Workout as — WOD ie. Workout of the Day.
A shared vocabulary can make members feel that they belong to a world outsiders don’t quite understand.
13. Turn negative words into positive ones.
Death becomes “leaving the vehicle”.
Failure becomes a test of faith.
An unpleasant experience acquires a completely different emotional meaning through language.
14. Redefine ordinary words.
An “old soul” need not mean a wise or experienced person. Within a particular group, it might carry an entirely different meaning.
Common words can acquire specialised definitions.
And sometimes, thought-stopping clichés are introduced to discourage questions or critical thinking. For example. ‘You have been brainwashed’. Now try and argue.
‘These people are urban naxals’ — now try and argue.
‘Anti National’ — now try and argue.
Labelling seems amazing. Say you are arguing with someone about your political view and he says — you are anti national. Now you will obviously forget your argument and will try to address the label. You want to prove how you are not an anti national. Great!
15. Add drama, performance and rituals.
Don’t make it boring!
Ceremonies. Repeated activities. Symbolic gestures. Tests of loyalty. Demands for service.
Rituals can turn abstract beliefs into lived experiences and reinforce commitment.
16. Recruit evangelists and leaders.
Committed members become advocates.
Some take on leadership roles, spread the message and recruit others.
The organisation begins to extend beyond its original founder.
17. Control your image at any cost.
Protect the public narrative. Manage criticism. Maintain the appearance of credibility and authority.
In controlling groups, this can extend to suppressing dissent and concealing uncomfortable truths.
18. Rinse and repeat.
Repeat the stories. Repeat the rituals. Repeat the language. Repeat the recruitment.
Repetition reinforces familiarity, identity and commitment.
19. Build for forever.
Codify the teachings.
Create books, manifestos, agendas, commandments, Bible.
Build a body of ideas that can survive beyond the founder.
After all, what good is a cult if it disappears the moment its charismatic leader does?
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And there you have it.
19 principles. One rather fascinating framework.
Some of these mechanisms are familiar from branding, marketing and ordinary communities. Others reveal how belonging can slide into manipulation and control.
The interesting part is that language, identity, emotion and repetition can become extraordinarily powerful when combined.
And that’s what makes this subject so fascinating to explore.
The Framework in Action: Welcome to the Pitch Deck!
A framework is interesting. But watching those principles come alive in an actual conversation?
That’s a different kind of entertainment altogether!
I borrowed the following pitch scripts from Cultish.
And I must say, this whole sequence is a game changer.
Notice how ordinary, friendly language gradually transforms into persuasion, emotional pressure, guilt and eventually rejection.
Let’s see how many of our 19 principles we can spot.
1. Let’s Connect — The Sales Pitch
Hey girl!
I LOVE your posts. You have SUCH a fun energy!!
Have you ever thought about turning that energy into a side hustle?
Let me ask you a question ;) If there were a business where you could work part-time from home but make a full-time living, would that interest you at all? Because that’s what I’ve been up to.
Some people are super closed-minded to stuff like this which limits their opportunities, but you seem open to new things, which is exactly what it takes to be successful!!
Would you be down to hear more? I could call you sometime this week?
It’s way too much to type out lol.
My number is xxx-xxx-xxxx, what’s yours?
I look forward to hearing back, boss babe!
xoxo
Now look at what’s happening here!
- Principle 2 — Find out what they want: A part-time business with a full-time income. Who wouldn’t find that interesting?
- Principle 9 — Love bombing: “I LOVE your posts. You have SUCH a fun energy!!” The flattery begins before the business proposition even arrives.
- Principle 7 — Label the outsiders: “Some people are super closed-minded…” Suddenly, there are two kinds of people: open-minded people like you and those unfortunate closed-minded outsiders.
- Principle 6 — Give members an identity: “Boss babe!” You’re already being welcomed into an identity you haven’t even agreed to adopt.
- Principle 11 — Make a guarantee: The full-time income proposition hints at a remarkable financial outcome, although it stops short of explicitly guaranteeing one.
And notice the cleverest part.
You haven’t been told what the business actually is!
But you’ve already been complimented, offered an opportunity and made to feel special.
2. Let’s Follow Up — Welcome to the Family!
Heyyyyy boss babe!
Thank you soooooo much for responding!!
I really think you’ll be a perfect fit for this!
I don’t have much info to send via DM, the only website I have is for my current clients, but we have several different plans available depending on what you’re looking to accomplish.
We treat our clients like family, so it’s really important I have the right information before moving forward, and I won’t know what’s best until we chat.
The call will only take about 20 minutes :)
I’m so excited to share more!!
xoxo
And the principles continue!
- Principle 6 — Identity: “Boss babe” is back. Repetition makes the label increasingly familiar.
- Principle 9 — Love bombing: “You’ll be a perfect fit!” More reassurance, more enthusiasm, more emotional validation.
- Principle 12 — Shared language: “We treat our clients like family.” A commercial relationship is being described through the language of intimacy and belonging.
- Principle 18 — Rinse and repeat: The enthusiasm, compliments and familiar identity continue from the first message.
But something else caught my attention.
There is still no clear information about the business!
Instead, the conversation is being moved to a phone call.
Interesting, isn’t it?
3. Let’s Shame and Recruit — It’s a MOVEMENT!
Hey lady!
Just wanted to send a reminder that we’re in the business of changing lives here!!
Yes, we’re making money, but it’s so much bigger than that . . . it’s a MOVEMENT.People deserve to be a part of it, they just don’t know it yet, so it’s up to you to show them the light!! You need to be reaching out to EVERYBODY . . . family, friends, Insta followers, the person behind you in line at Starbucks. Start up a conversation, and meet them where they’re at.
Our products basically sell themselves, so if you’re not meeting your goals, you need to work HARDER and SMARTER like the boss babe you are.
You have such potential. Don’t let me down, but more importantly, don’t let YOURSELF down!!
xoxo
Whoa! What happened to our friendly conversation?
Suddenly, we’re not merely selling products.
We’re changing lives!
- Principle 4 — Craft your story and promise: This isn’t just a business anymore. It’s a movement dedicated to changing lives.
- Principle 14 — Redefine ordinary words: Commercial recruitment is elevated into a moral mission. Selling becomes “showing people the light”.
- Principle 16 — Recruit evangelists: Everybody is now a potential recruit. Family, friends, Instagram followers, even the stranger standing behind you at Starbucks.
- Principle 9 — Love bombing: “You have such potential.” The praise continues, but now it comes with expectations.
- Principle 15 — Demand service and commitment: “You need to be reaching out to EVERYBODY.” Participation is no longer passive. You’re expected to work for the cause.
And here’s the fascinating shift.
If the products aren’t selling, the problem apparently isn’t the product. It’s YOU!
Work harder. Work smarter. Don’t disappoint yourself.
The language has moved from encouragement to guilt.
4. Don’t Let Them Leave — The Emotional Trap
Hey babe,
I saw your message in the group Facebook chat. I know you’re thinking about leaving. You’re feeling frustrated and uninspired. I get it. BELIEVE ME.
But the most successful people in this business are the ones who push through. Think of this as a test.
Will you prove yourself to be a total boss babe and turn things around, or will you give up?
Think of how much time and work you’ve already put in! Do you really want to throw it all away?
Think of all the money you’ll make if you keep going a couple months more.
Think of those medical bills, think of your kids. Don’t be SELFISH. Be STRONG!! You know we’re all family here, so please: help ME help YOU.
Let’s hop on a call to talk this through before you do something you’ll regret, okay?
xoxo
Now this is where things become particularly disturbing.
Remember the enthusiastic “Hey girl!” from the beginning?
Look how far we’ve travelled.
- Principle 6 — Identity: “Will you prove yourself to be a total boss babe?” Your identity is now conditional on whether you stay.
- Principle 11 — Promise of transformation: “Think of all the money you’ll make.” The prospect of future rewards is used to discourage leaving.
- Principle 13 — Turn negatives into positives: Frustration and failure are reframed as tests of commitment.
- Principle 14 — Redefine ordinary words: Leaving is no longer an ordinary decision. It becomes “giving up”, being “selfish” or failing to be “strong”.
- Principle 12 — Shared language: “We’re all family here.” The same language of belonging now creates an obligation to stay.
And there’s another psychological mechanism at work.
Sunk cost.
You’ve already invested so much time and effort. Do you really want to throw it all away?
Add financial anxiety, children, medical bills and the fear of disappointing your new “family”.
Suddenly, leaving becomes emotionally expensive.
The script doesn’t physically prevent someone from walking away. It attempts to make walking away feel like a personal failure.
5. Shame and Let Go — You’re Not a Boss Babe After All!
Hey girl.
I hate that I have to do this. But I just got word from the top, and unfortunately we’re going to have to let you go.
When you first joined my team, I was so excited about your potential. But despite all the time and effort we put into growing you, it doesn’t seem like you really wanted it.
Some people aren’t the right fit for this opportunity, and trust me, as your upline, that’s harder for me than it is for you.
I’m going to have to remove you from the Facebook group and deactivate your account. I guess you weren’t a boss babe after all.
X
And there it is. The final act!
- Principle 6 — Identity: Remember “Boss babe”? The identity that was enthusiastically offered at the beginning is now withdrawn.
- Principle 7 — Label the outsiders: “Some people aren’t the right fit.” You’re no longer one of us.
- Principle 9 — Love bombing, reversed: The earlier praise becomes disappointment. Your supposedly extraordinary potential is now questioned.
- Principle 17 — Control the image: “I just got word from the top.” The decision is presented as coming from a higher authority.
- Principle 14 — Redefine ordinary words: Failure to meet expectations becomes evidence that you never really wanted success.
And the final sentence?
“I guess you weren’t a boss babe after all.”
Beautifully cruel.
The same identity that was used to welcome someone is now used to shame them on their way out.
So, What Did I Just Read?
Five messages.
One rather fascinating journey.
We started with compliments, enthusiasm and the promise of financial freedom.
Then came belonging, identity, a movement, expectations, guilt, emotional pressure and finally rejection.
All through language.
No elaborate machinery. No mysterious technology.
Just words.
And that is precisely what makes Cultish such an interesting book.
Of course, cults have a dark reputation, and for good reason.
But one of the ideas I took away from the book is that human beings have an enduring appetite for meaning, purpose, community and ritual.
As long as these needs exist, groups offering belonging and identity will continue to emerge. Some will be healthy communities. Others may become manipulative or destructive.
India is often described as a land of spirituality. But looking at the sheer variety of gurus, sects, spiritual organisations and devoted followings around us, I sometimes wonder how much of what we call spirituality also involves the psychology of group identity.
That doesn’t make every spiritual community a cult. But it certainly makes the subject worth exploring.
For me, the most fascinating discovery is how much language matters.
A name can create identity.
A ritual can reinforce belonging.
A shared vocabulary can make ordinary experiences feel extraordinary.
And the very same mechanisms can be used to manipulate, shame and control people.
That’s the uncomfortable part.
My interest remains in behaviour change, branding and community building. This book has given me plenty of ideas to explore in my own experiments.
But after travelling through this rather strange rabbit hole, I think one principle deserves to stand above the other nineteen.
Google’s original and rather famous motto:
DON’T BE EVIL.
