Cultish Summary

"Words make worlds." Have you ever wondered how language can shape beliefs and transform communities into cult-like movements?

1. The Hidden Power of Language

Language is more than a tool for communication – it shapes how we perceive, connect, and think. This book reveals how words quietly influence us, for good or ill.

When Tasha Samar joined the Healthy Happy Holy Organization (3HO) at 13, she found solace in its community and teachings. But subtle manipulations in language, like labeling members who doubted the group's practices as having a "lizard brain," created fear and compliance. Language built trust but also enforced control. Similarly, language united members of CrossFit through terms like "box" for gym or "beast mode" as a call to action. This group-specific lingo formed intense loyalty among members.

Language in such settings balances between creating community and controlling members. It fosters belonging while discouraging dissent. Business and politics also harness this force, using slogans and phrases to rally and manipulate groups – sometimes without people realizing it. Recognizing these techniques allows us to see beneath the surface.

Examples

• 3HO labeled dissenters as weak to control them emotionally.
• CrossFit used affirmations like "Everything is everything" to motivate members.
• Political slogans like “Make America Great Again” inspire unity, but also polarize.

2. The Danger of "Thought-Terminating Clichés"

Cult leaders often use simple, emotionally-charged phrases to shut down critical thinking and reinforce loyalty. These are "thought-terminating clichés."

The infamous Jonestown Massacre is a case in point. Jim Jones, the leader of the People’s Temple, used us-versus-them rhetoric to isolate his followers and increase their dependence on him. The phrase “Trust the Plan” is a more modern example used by QAnon to dismiss doubts. These tactics make followers feel part of something special and prevent them from questioning the leader’s authority.

Thought-terminating language like euphemisms or renaming also plays a role. For instance, euphemisms soften harsh truths – calling an execution "graduation" makes it sound less horrific. Leaders rename members or enemies to cement submission and the superiority of the group.

Examples

• Jim Jones created a sense of exclusivity by adapting his speech to fit each follower.
• QAnon’s “Trust the Plan” discouraged debate within the group.
• Changing meanings of words like "graduation" shifted perceptions of death in cult contexts.

3. Scientology’s Playbook

Scientology is a case study in using language for recruitment and control. It tempts recruits with personalized promises while weaving a controlling narrative around their lives.

Recruits begin with a personality test, which highlights their flaws and suggests Scientology as the solution. With insider terms like "enturbulated" and "Dev-T," members feel unique and committed to the group. Specific labels like “suppressive person” (SP) reinforce the divide between loyalists and anyone questioning the group. Members are funneled through a hierarchical, costly path promising "enlightenment," but rarely achieving it.

These tactics ensnare people seeking success and belonging. Language is both the lure and the chain that keeps them hooked.

Examples

• Cathy Schenkelberg spent years trying to "go clear," pouring money into Scientology.
• Celebrity endorsements like Tom Cruise’s amplify the narrative of excellence.
• Terms like “potential trouble source” stigmatize doubters, isolating them further.

4. The Allure of MLMs

Multi-level marketing (MLM) companies blend empowerment rhetoric with a relentless focus on recruitment. Their language is aimed at making personal sacrifice seem aspirational.

MLMs target particular groups, such as stay-at-home mothers. Phrases like "boss babe" and "mompreneur" tap into their desire for community and purpose. However, as Becca Manners discovered, MLMs often lead to financial strain and estranged relationships. Their focus on constant recruitment over selling creates isolation under the guise of empowerment.

MLMs thrive on the blurred line between business and belief. By using language tied to values like family or faith, they foster loyalty while avoiding scrutiny.

Examples

• “Boss babe” makes financial struggles feel empowering for recruits.
• Becca Manners found herself trapped in a cycle of recruitment and guilt.
• Faith-based narratives in MLMs help tie success to divine favor, as seen with the prosperity gospel.

5. Fitness Programs’ Emotional Hook

From SoulCycle to intenSati, fitness programs market transformation of both body and mind. Their tools? Affirmations and motivational rhetoric.

These programs build tight-knit communities where members feel supported. For example, SoulCycle instructors become life coaches, celebrated for their inspiring speeches. But the intense loyalty they foster invites risks. The Bikram Yoga scandals are a sober reminder of how devotion to charismatic figures can lead to abuse.

The healthiest programs, like intenSati, emphasize autonomy and safety. They offer connection without pushing harmful or extreme commitments.

Examples

• SoulCycle instructors inspire loyalty through motivational monologues.
• Bikram Yoga’s tight-knit community facilitated exploitation by its leader.
• IntenSati balances encouragement with personal agency.

6. Social Media Spirituality

Social media has birthed a new era of online cult-like followings, spearheaded by influencers like Bentinho Massaro.

Massaro, for instance, uses Instagram to present himself as a guru promising spiritual growth. His followers commit to his programs, drawn by his polished content and mystical rhetoric. However, his Sedona retreat exposed the grim side of such influence when a follower, Brent Wilkins, took his life. Despite backlash, Massaro maintained his hold on followers.

Such cases emphasize the need to approach social media with caution. Followers should balance inspiration with skepticism.

Examples

• Bentinho Massaro’s language drew followers seeking spiritual meaning.
• Brent Wilkins’s tragic death highlighted the dangers of blind faith online.
• Influencers use visually stunning content to mask questionable practices.

7. The Many Faces of Cults

The book argues that "cult" is a fluid term, not always signaling danger. Many everyday groups bear cultish traits without being harmful.

CrossFit, for example, fosters intense camaraderie among members but carries risks of obsession or burnout. Meanwhile, MLMs and certain fitness programs wield persuasive messages to unify and empower people. Awareness of this spectrum helps us identify when groups become harmful versus simply inspiring.

Examples

• CrossFit builds community through specific terminology.
• MLMs adapt faith-based narratives to engage certain demographics.
• Fitness programs empower members but can overstep boundaries.

8. The Role of Exclusivity

Exclusivity is a hallmark of cult-like communities. By fostering "insider" language, groups enhance loyalty and discourage outsiders.

Whether it's Scientology's secretive jargon or CrossFit's lingo, this language builds solidarity. But it can also create polarity, cutting off members from outside ideas or relationships.

Examples

• Scientology’s "going clear" path is both a goal and a trap.
• CrossFit uses “box” and “coach” to strengthen identity.
• MLMs use slogans to build a unique business culture.

9. Why It Feels So Good to Belong

Ultimately, cultish language works because humans crave belonging. It creates shared identities and bonds.

Even abstract slogans like "Trust the Plan" or intense mantras at fitness classes appeal to our desire to feel part of something larger. By being mindful of how words shape us, we regain control over who and what we follow.

Examples

• People’s Temple members felt understood through Jim Jones’s tailored speech.
• CrossFit’s mantras created collective strength among participants.
• Social media influencers tap into this same longing for connection.

Takeaways

1. Be mindful of words and phrases aimed at shutting down critical thinking. Question their intent and avoid blind conformity.
2. Before joining any group, investigate its rhetoric and practices, looking for a balance between inclusion and control.
3. Stay open to belonging but remember that true connection comes with mutual respect and personal autonomy.