BOOK REVIEW: CULT STATUS BY TIM DUGGAN It’s easy to tell ourselves that creating a business with buzz is something saved for funky startups or tech companies. But what if that wasn’t true? What if any business, from law firms to loo roll could develop a cult following? By Steph Clarke
work. Whatever your enemy is, it helps to de- fine who you are, and (equally as importantly) who you are not. The ideas in the book require a mindset shift more than a checklist of new techniques. Tim calls this being an ‘Untrepreneur’. He was in- spired by the new generation of business owners who are leading from the front and redefining what it means to be in business. They are the ones elevating ‘purpose’ to the same level as
‘profit’, using this purpose to guide significant decisions, investing in community, and chal- lenging the idea that bigger equals better. It’s a view that being in business and ‘doing good’ can coexist, and are not at the expense of each other. It’s refreshing to read a book like this that doesn’t default to the overused examples and tropes about Google, Apple, Netflix, and the demise of Kodak. There’s a healthy selection of Australian case studies included; Aussie tech darlings Canva get a mention, as do everyone’s favourite purveyors of toilet humour emails, Who Gives a Crap. With his first book, Tim has set the bar high. Not only is it a compelling and enjoya- ble read full of fresh, interesting case stud- ies, it’s also a book you’ll bookmark to revis- it, having been inspired to put the concepts into practice yourself. “Simply, according to Tim Duggan, the key to establishing a business that achieves cult status lies in creating something of substance.”
A s the co-founder of Junkee Media, Tim Duggan knows what he’s talking about when it comes to developing mo- mentum around a brand. In this book he dissects seven principles of how to get people talking about your business, for all the right reasons. This is not about prioritis- ing virality over substance, but a prompt to think differently about surprising, delighting, and truly connecting with your customer base. Before you can achieve cult status, it’s important to choose an enemy. Canva’s enemy is in- accessible design software. The Pakistani startup SheKab chose a social problem as their enemy – the dangers women face on public transport, which often prevents them from participating in paid
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