Concentric Circles Distribution
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
Ensuring message consistency and maximizing credibility when launching news or products.
Framework Overview
Visualize distribution as concentric circles starting from your desk. You must win over the inner circles (employees, investors) before moving outward. The outer circles look to the inner circles for social proof and validation.
🧠 Framework Structure
Sequence Matters: Go in order—Self/Fo...
Employee Buy-in: If employees aren't ...
Control the Narrative: Each layer act...
When to Use
Launching a new feature, announcing a pivot, or managing crisis communications.
Common Mistakes
Skipping circles (e.g., going straight to the NYT before telling your team), leading to disgruntled insiders leaking negative sentiments.
Real World Example
Substack updates propagate from the team, to top writers (like Lenny), to the broader writer community, creating organic advocacy.
If employees are not saying that [it's great], then people are going to look at employees and say, 'Well, they would know... so if they're not excited then why would we be excited?'
— Lulu Cheng Meservey