Cultural Erogenous Zones
by Lulu Cheng Meservey • EVP of Corporate Affairs & CCO at Activision Blizzard at Activision Blizzard (formerly Substack)
A communications expert known for her bold, risk-taking approach to PR and storytelling. She previously led comms at Substack and writes the popular newsletter 'Flack'.
🎙️ Episode Context
Lulu Cheng Meservey shares her contrarian approach to communications, emphasizing the need for startups to take risks and 'go direct' rather than relying on traditional media. She breaks down tactical frameworks for making ideas spread, including finding 'cultural erogenous zones' and using physics-based models to maximize messaging impact.
Problem It Solves
Overcoming audience apathy when they don't naturally care about your product or message.
Framework Overview
Instead of trying to force people to care about your specific product (a heavy lift), identify what they are already passionate about (their cultural erogenous zones). Your job is to build an API or bridge connecting their existing passion to your offering.
🧠 Framework Structure
Identify the Passion: Find what your ...
Build the Bridge: Create a narrative ...
Accept Reality: Don't waste energy tr...
When to Use
When crafting a narrative for a niche product or defending a company during a crisis.
Common Mistakes
Thinking "build it and they will come" applies to messaging, or using adjectives instead of stories.
Real World Example
Kamala Harris connecting the boring topic of '3rd-grade literacy' to the passionate topic of 'National Defense' (you can't read the army manual if you can't read).
It's a huge lift to try to change someone's worldview... It's a light lift to take the thing you want to talk about and just shape it into fitting into their worldview.
— Lulu Cheng Meservey