What if we’ve misunderstood inspiration all along?
What if inspiration isn’t something we summon, but something that summons us?
A Scientific Look at Inspiration
Psychologists Todd Thrash and Andrew Elliot have studied inspiration in depth. They found it isn’t random—it follows a consistent psychological pattern composed of three core attributes:
- Evocation: Inspiration happens to us. It’s sparked by something outside ourselves—a conversation, an idea, a story. We don’t control when it comes, but we can prepare to receive it.
- Transcendence: It elevates us beyond the routine. Inspired moments bring clarity, insight, and the ability to see what we couldn’t see before.
- Approach Motivation: It compels action. Real inspiration doesn’t end with a feeling—it leads to a new behavior, a bold move, a creation brought into the world.
In other words: inspiration isn’t fluffy. It’s functional.
The Role of Inspiration in Cult Branding
If you’re building a brand designed to inspire loyalty beyond reason, inspiration is not optional—it’s essential.
Cult Brands are built on belief. They shift paradigms, challenge assumptions, and invite people into a more meaningful way of living or seeing the world. That kind of gravity doesn’t come from clever positioning. It comes from inspired leadership.
Here’s how to stay connected to that wellspring:
1. Study Role Models—But Don’t Worship Them
Look to visionary leaders and creators—not for replication, but revelation. Study what drives them. Understand the values they protect at all costs. Learn from their process, not just their results.
2. Reconnect to Your Why
Inspiration fades when our work loses meaning. Zoom out. Remember why your brand exists. Revisit the customers you serve. Reflect on the change you’re helping create. Purpose refuels inspiration.
3. Be the Inspiration Others Seek
Whether you’re mentoring a team, writing strategy, or building a culture, you are always modeling behavior. People learn by watching what you do, not what you say. Lead with clarity, courage, and curiosity.
4. Create Conditions for Inspiration to Strike
You can’t force inspiration—but you can invite it. Break routines. Get outside the industry echo chamber. Read art. Watch documentaries. Travel. Talk to your customers. Listen deeply. Stay curious.
5. Tell the Truth About the Struggle
Inspiration doesn’t only come from triumph. Some of the most magnetic brand stories emerge from vulnerability, setbacks, and resilience. Share the process—not just the polish.
Inspiration is not a lightning bolt—it’s a current. It’s the inner signal that tells us we’re connected to something larger than ourselves. That we’re doing work that matters.
As cult brand leaders, our job is to stay receptive.
Not because it’s trendy.
But because you can’t build the extraordinary from a place of ordinary.Want more insights on building cult-like loyalty and inspired brand communities? Learn more at www.cultbranding.com