Full Episode
The surface area of the opportunity we have to latch on is getting more and more fine, which means that the hook that we need to use has to get more and more sharp.
Lulu Cheng Masurvi is one of the sharpest minds in communications today. Having been CCO and EVP of Corporate Affairs at Activision Blizzard and VP of Comms at Substack, she is now the creator of Rostra, the only advisory firm focused on founder-led comms. Lulu is known as the go-to strategist for CEOs, founders, and policymakers navigating high-stakes moments.
In this episode, she explains how to grab attention in a noisy world filled with AI slop, appeal to human psychology, and build trust instead of farming engagement.
If someone is fighting you with stories, you have to fight with stories. Under the statistics are more powerful stories. If you're trying to relieve pressure, you don't get to change how much force is coming at you, but you can change the surface area. You're not just attacking me, you're attacking all of us.
The loss in trust, the loss in future prospects, customers, employees who defect, that recruit that doesn't accept the job offer, it could add up to billions. The three things for actually making a difference with your story are one, two, what are the right? And then lastly.
Lulu, welcome to the podcast.
Thank you. Thanks for having me.
In a world that is so noisy, it's full of AI generated content. There's people trying to get your attention. How do we get people to pay attention to us?
I think about this a lot because the flood of just sheer content is completely unrelenting. And the people are doing things all the time now too. Like people are creating genuinely interesting things with new tools where it used to be. So if you look at the world of company launches, it used to be every few months, there was some big announcement or some new launch.
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