Picked up this book from the Library. Here is my summary --- - It is hard to define what is a cult. That word is loaded, and hard to define. - Religion is also cultish. A sport movement. A brand. all can be called cultish. - There is a spectrum from very extreme to very open and loose.. people can come and join, or those that are controlling. - There is no such thing as brainwashing - because you cannot proof that it doesn't exist. So it's not a scientific concept. - Rather, it's the use of Language that is the key here. - Why do people join Cult? - There are not low IQ, rather most of them are highly motivated, and perhaps overly optimistic, seeking purpose. - There is a need for purpose, meaning, community.. so people don't get that fulfillment in traditional institution anymore, thus created many sub groups. - Usually when there is a lack of safety in macro-environment, we may see more of this subgroups formed. When there is a sense that i am not going to be taken care of, identity crisis, safety.. people want to form groups. - Those who don't believe don't join, and those who join already want to believe. Once you join, you have other processes like confirmation biases. - Language - Code Switching - speaking the right language with the people, at the right context enable trust - Thought-Terminating Words - like "it is how it is" etc, are words people say but doesn't do much except to manage anxiety and doubt, and stop thinking. - Counter it by asking "WHY?" - How to use language in a cult? - Conversion - Create scarcity and exclusivity -- New words to replace old words - instead of calling it a kitchen, you say that's a "lab" - word create new image - Conditioning - Create "Us vs Them" mentality, make yourself feel superior and others are sinful, wrong, and lower then us.. that cut off interaction with outside, no more reality checking. - Rituals - White Nights, No Speaking, -- strange new ritual/practice to change behavior. - Using the word to mean something else -- instead of calling it abuse, call it re-education. Instead of calling it death, call it "transition" - Coercion