Cults - business lessons from the Dark Side...

The concept of a “Cult” was introduced by Howard P. Becker in 1932 when he attempted to distinguish between different types of religious behaviours; Churchly, Sectarian and Mystical.

 

A Cult is described as; “A system of religious veneration and devotion directed toward a particular figure or object...” Source Dictionary.com

In 2006 while walking through the centre of Birmingham in the UK, I was asked by a young woman if I had a few minutes to spare to take part in some “research”. Intrigued, I agreed and was escorted to an office building with a room containing several cubicles, each containing a desk, two chairs and a piece of electrical equipment. 

I chose one of the desks – they were all empty – and the “research” began…

Holding a cylindrical metal electrode in each hand, the woman proceeded to ask me a series of questions about my life; professional and personal. After a few minutes she explained that I had completed the “research” and she was pleased to tell me that I had no issues to be concerned about.

She then asked me if I would like to buy a book for £10.00; seemed reasonable so I agreed. She handed me a form to complete and then she went to get the book from the store room…

When she returned she looked at me and said “This is unbelievable, you will never believe this…”

Apparently, of the dozen or so testing machines in the office, one had broken and she had contacted one of the founder members of her organisation to borrow his while the other was being repaired. Turns out that the guy she borrowed the machine from was called David Holland, and for identification purposes his name had been written on the base of the machine – the machine that I chose to use at random as I entered the office…

We shared the “un-believability” of the moment and with my book in hand I left the building and walked to a near coffee shop to take a look at the book I had purchased…

The book was Dianetics by L Ron Hubbard and I had just experienced the first stage of a structured recruitment program into the Church of Scientology; I didn’t take my application any further…

So what do Cults have that we can learn in business, how can some people attract large followings of evangelical believers into their organisation, while others struggle…?

There are thought to be over 1500 organisations classified as Cults in the world, ranging from the Moonies and The Heavens Gate to Avatar and The Solar Temple. Some can be extremely dangerous and manipulative to all that engage with them; but they remain an attractive proposition to many people, indeed enough people to make the founders wealthy and powerful.

Cults have a number of traits that make them attractive, and the same traits can be used in business; ethically of course… 

1. Dictatorial Leadership – an individual that sets the scene and defines the rules, vision and purpose of the organisation. Instructions may include clothing that should be worn and how people are to behave with each other, and only speak in positive terms about the organisation.

2. Rituals – every Cult has its rituals, sayings, slogans and mantra. These are the binding forces that give people common ground and a sense of inclusivity. If anyone does not comply with the accepted norms of the group they are disciplined or excluded. 

3. Artefacts – the best Cults have books and icons at their centre. These artefacts make a seemingly intangible ideology come to life and become somehow real and visible. I recall attending an “Avatar” weekend, and being subjected to extensive readings of “the book of Harry...” by Harry Palmer who was too extreme for Scientology so started Avatar instead…
 

4. Growth – the group is pre occupied with growth and the attracting of new members. Growth is seen as being the only way to spread the word and ensure sustainability.

5. Elitist – the group feels that it is elite and somehow better than the rest of society; they have divine right to practice their teachings and are evangelical in their support. Hence the double electrodes in Birmingham…

  

If we simply change the headings of the above to;

1.       Strong Leadership – set the Vision. Mission and Purpose of the organisation…

2.       Rules of the Game – define how people should behave and treat each other…

3.       Marketing and Sales – have tangible products & services that  stand out…

4.       Business Development – Client growth is the focus for everyone…

5.       Excellence and Uniqueness – define your niche and dominate it…

Then we have the makings of a very successful business with loyalty from the team and customers alike – the same principles that make Cults a success can be applied to make your business a success too…

Thanks for reading – your feedback is welcome…

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Next Events;

UK – 12^th July 2013, Birmingham – no electrodes this time - click HERE for more details…

Luxembourg – 21^st June, Luxembourg – click HERE for details…