I read a lot about cults because I enjoy it. This book is unique from many I've read because it looks specifically at the language and communication patterns used not just by classic cults but also by those organizations and people who feel "cultish." You know the ones: MLMs, crossfit gyms, overly enthusiastic startups. It's hyperbole to call these groups "cults"--Peloton is no Jonesown--but what is it exactly that makes them so culty?

Linguistically, they all use the same techniques:
1. Love bombing (effusive compliments)
2. Us vs Them rhetoric ("There's winners and there's quitters.")
3. Thought terminators (phrases that shut down questions & dialogue: "Do the research." "God has a plan.")
4. Verbal abuse (can range from body shaming in the gym to put downs when you aren't performing well, and etc)
5. Jargon and assigning common words a new meaning (the "WOD" at the crossfit "box")

The book looks at the traditional biggies like Scientology and Jonestown, but also has chapters on politics, fitness programs, MLMs and #bossbabe culture, and internet cults like new agey Instagram influencers and Qanon.

Interestingly, it appears that some people are naturally attuned to this type of language and are instinctively turned off by it, while it resonates strongly with and attracts other types of people. Thankfully you can learn to spot it ("It's like porn: you know it when you see it.") and the book has a wealth of examples of the language techniques being used in every sort of context. Rather than blaming and judging people for getting sucked in, Montell says she learned that "humans are physiologically built to be more mystical and comunal than [she] knew."

I am one of those people who can instantly sense manipulative language even before I can put my finger on what feels off about the situation, but I still found this book helpful because it distilled the techniques down into basic categories and gave me labels to be able to name what I am sensing. Great book and engaging writing.