Lulu Cheng Meservey

Internal alignment is the foundation of external credibility; if employees aren't excited, external audiences won't be either.

"The reason I say go out in concentric circles... is that's your way to control the message. Because each circle is going to assume that the inner circle knows better than them and they're going to fol..."

Effective messaging bridges what you want to say with what the audience already cares about rather than trying to change their fundamental interests.

"I often say to find your audience's cultural erogenous zones. So what it means is people have things that they either care about or don't, and you're not going to change that. So it's a huge lift to t..."

High-impact messaging minimizes cognitive load by using simple language and vivid imagery that is instantly understood.

"You want to make it something that a second-grader could understand. You want to minimize the cognitive burden on the recipient. So it should be something where they're not having to expend any extra..."

Startups should narrow their target audience to increase the 'pressure' and impact of their limited resources.

"The amount of pressure is the force divided by the surface area... if you decrease the surface area and don't try to appeal to everybody with everything. And you're targeting exactly whom you're talki..."

Memorable stories spread when they provide social currency to the teller, such as making them appear funny, interesting, or helpful.

"The overall principle is you have to make it memorable and you have to make people want to say it of their own volition... You can make it into a joke... You can use an analogy... You can create a men..."

Successful message distribution follows a strict sequence of concentric circles to ensure internal alignment before external reach.

"If you want to spread something you go out in concentric circles starting from your own desk. So you need to get first really clear with yourself about what your message is and just get really crisp w..."

Targeted product seeding should focus on the intersection of high product affinity and high audience influence.

"Give it away for free to the right people. If you can choose the people who are going to love it, look at the Venn diagram of people who are going to be obsessed with this product. And people who have..."

Modern content strategy requires a human face and voice rather than a faceless corporate entity to build trust.

"Going direct... means that the founder or executive for some very senior person has to be speaking from themselves. First person, may be first person plural, and speaking in a human voice authenticall..."

LinkedIn offers a high ROI for quality content because the platform has high engagement but low-quality competition.

"LinkedIn is super underutilized because it gets a ton of eyeballs in time, but most of the content sucks... the ratio of your competitive set of interesting content versus how much time and attention..."

Building an audience requires matching the medium to the creator's personality and maintaining a consistent content pipeline.

"Step one would be assessing what are you good at and what do you enjoy... Step two is setting up your account on those channels... And then you start building your audience. And when you start if you'..."