The Comms Pressure Equation
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
Achieving high impact marketing/comms with limited startup budget and resources.
Framework Overview
Based on physics: Pressure = Force / Area. To increase pressure (impact), you can either increase Force (money/effort) or decrease Area (audience size). Startups should drastically decrease surface area to apply maximum pressure on a niche.
🧠 Framework Structure
Decrease Surface Area: Don't target '...
Apply Force: Focus all resources (con...
Create Diehards: It is better to be s...
When to Use
Early-stage go-to-market strategy or when resources are constrained.
Common Mistakes
Diluting the message to appeal to a broad audience (being 'food coloring in the ocean' instead of 'in a cup').
Real World Example
Balaji's book launch avoiding mainstream media to focus purely on his tech-native audience; NYX Cosmetics focusing entirely on influencers.
If you decrease the surface area then with the same amount of force you can apply more pressure.
— Lulu Cheng Meservey