Cultish: The Language of Fanaticism is a thought-provoking nonfiction masterpiece written by Amanda Montell, a linguist, author, and cultural commentator. Published by Harper Wave on June 15, 2021, the book explores a highly nuanced and often misunderstood concept: how language itself can be used to lure, shape, and control human behavior within cults—both the capital-C and lowercase-c kinds.
Montell is no stranger to the power of words. Her previous work, Wordslut: A Feminist Guide to Taking Back the English Language, broke down linguistic gender bias with unapologetic brilliance. In Cultish, she takes her analysis deeper, arguing that language is not just a reflection of culture—it is the very tool that shapes and reinforces it, especially in groupthink-driven systems.
“The power of cultish language isn’t just in its ability to manipulate people,” she writes, “but in its capacity to convince them they’re making free choices.” — Cultish, p. 11
This isn’t your average exposé of doomsday cults. While Cultish does examine infamous groups like Jonestown, Heaven’s Gate, and NXIVM, it expands the lens dramatically—offering a cultural commentary on how language drives the same psychological mechanisms behind modern groups like SoulCycle, Peloton, QAnon, multi-level marketing schemes (MLMs) like Amway, and even influencer fandoms.
It’s not the overt brainwashing or violence that defines a group as “cultish,” Montell argues, but the linguistic scaffolding—the jargon, euphemisms, mantras, insider lingo—that separates members from outsiders and reinforces unwavering loyalty.
This book belongs to the genres of nonfiction, linguistics, sociology, and psychology, with crossovers into contemporary cultural analysis. Its unique blend of academic insight and pop-culture familiarity makes it as informative as it is compulsively readable.
The heart of Cultish is this compelling thesis:
Language is the single most powerful tool used by cultish groups to recruit, retain, and control members—and you encounter it far more often than you realize.
Montell’s central aim is not to fearmonger but to equip readers with “linguistic self-defense.” Through a blend of anecdote, expert interviews, historical accounts, and cultural critique, she shows that cultish language is everywhere—from religious revivals to yoga classes to Instagram captions.
She writes:
“We all want to feel part of something bigger. Cultish language promises that feeling—and then traps you inside of it.” — Cultish, p. 17
Table of Contents
Background
Amanda Montell’s Personal and Professional Lens
To understand the brilliance of Cultish, we need to understand Amanda Montell herself. She’s not just a writer or commentator—she’s a linguist with a personal history deeply intertwined with cults. Montell grew up in Baltimore with a father who was once part of the Synanon cult in the 1960s—a group that began as a drug rehabilitation program and later devolved into an authoritarian commune.
This personal connection isn’t just a detail—it’s foundational. She writes:
“My father was never brainwashed, but he was drawn in by the promise of community, purpose, a new language. That’s how they get you.” — Cultish, p. 6
Her lived proximity to cult dynamics gave her a rare mix of emotional insight and scholarly curiosity, propelling her into studying sociolinguistics, the branch of linguistics that examines how language shapes society.
Montell holds a degree in linguistics from NYU, and before becoming a full-time author and podcast host, she worked as a beauty editor—where she began to notice the cultish language used by brands, lifestyle gurus, and “clean beauty” influencers. That crossover—from analyzing Jonestown to Goop—might seem wild, but as Montell says:
“It’s not a coincidence that cult leaders and brand leaders both use the same language playbook.” — Cultish, p. 43
Cultural Relevance: Why This Book Matters Now
In the aftermath of political polarization, pandemic isolation, and the rise of digital echo chambers, Cultish feels eerily prescient. Groups like QAnon, wellness influencers, and MLMs thrived in these conditions. Each promised truth, empowerment, or transformation. Each used language to reinforce exclusivity, conformity, and devotion.
Montell isn’t alone in raising alarms. According to a 2022 Pew Research Center study, over one-third of Americans said they believe in or follow a group considered “fringe” or “alternative,” many of which rely on coded language to build trust and loyalty.
Moreover, a 2023 study from the University of Cambridge on digital cult dynamics revealed that:
“Over 74% of recruitment into modern cultish communities happens online, where linguistic immersion precedes emotional dependency.”
So, while we may scoff at the extremes—Jonestown, Heaven’s Gate, or Waco—Cultish pushes us to look closer at our yoga classes, coaching programs, TikTok fandoms, and even wellness retreats. As Montell warns:
“The line between cultish and cult is mostly one of degree, not kind.” — Cultish, p. 219
Bridging Disciplines: Linguistics Meets Pop Culture
What makes Montell’s approach so fresh is her interdisciplinary lens. She blends the analytical rigor of academic linguistics with the accessibility of pop culture critique. This lets her unpack the manipulative power of terms like:
- “Clean” (used in beauty and diet cults)
- “Disruptor” (a favorite in startup and business cults)
- “Sheeple” (used in conspiracy groups)
- “Stay aligned” (popular in New Age spiritual communities)
These aren’t just trendy phrases. They function as shibboleths—language markers that separate insiders from outsiders, a hallmark of every cultish structure since ancient times.
Summary
Amanda Montell’s Cultish is organized thematically rather than chronologically. Each chapter explores a different dimension of how language is used to influence, persuade, and control. From religious cults to fitness programs, MLMs to online influencers, each setting serves as a case study.
Chapter 1: What “Cultish” Really Means
Montell opens by redefining the term cult. She explains that while the word often brings to mind extreme sects like Jonestown or Heaven’s Gate, “cultish” can also apply to seemingly harmless communities like SoulCycle or essential oil companies.
“Cultish language isn’t inherently evil. It exists on a spectrum, and we all participate in it more than we think.” — Cultish, p. 10
The key idea here is that language is the gateway drug. People aren’t brainwashed with violence or logic—they’re linguistically nudged into altered realities, one coded phrase at a time.
She introduces three core linguistic tools:
- Loading the Language – Using insider vocabulary that redefines everyday words.
- Thought-terminating Clichés – Phrases that shut down skepticism, like “Everything happens for a reason” or “Trust the plan.”
- Us vs. Them Framing – Making the group feel exclusive and under threat.
Montell emphasizes that language itself doesn’t brainwash, but it does create the conditions for manipulation.
Chapter 2: From Jonestown to Heaven’s Gate—A Linguistic Blueprint
This chapter provides the classic examples people associate with cults: Jim Jones, Marshall Applewhite, and David Koresh.
Montell doesn’t rehash the tragedies—she analyzes the linguistic patterns that led to them.
For instance:
- Jim Jones often redefined negative terms (e.g., “revolutionary suicide”) to sound noble.
- Marshall Applewhite of Heaven’s Gate used alien metaphors to isolate members from earthly logic.
- David Koresh embedded biblical rephrasing with coded commands that made dissent feel sinful.
“The more alien the language, the less members could relate to outsiders. That was the point.” — Cultish, p. 43
Montell’s core message: These aren’t random speech tics. They’re carefully designed tools for creating loyalty and suppressing dissent.
Chapter 3: The Language of Multi-Level Marketing (MLMs)
This chapter is arguably the most chilling because it exposes everyday manipulations many of us have encountered.
Montell explores companies like Amway, LuLaRoe, doTERRA, and Herbalife, explaining how they weaponize positivity.
Common phrases include:
- “You’re not just selling products—you’re empowering women.”
- “Your mindset is your paycheck.”
- “If you’re struggling, it’s because you’re not manifesting hard enough.”
Montell notes:
“MLMs don’t just promise wealth. They offer identity, belonging, and purpose—all encoded in euphemism.” — Cultish, p. 87
She also unpacks the spiritualized jargon MLMs use, such as:
- “Energy alignment”
- “Boss babe”
- “Vibrational wealth”
It’s cultish because it reframes failure as personal weakness, not structural exploitation. The same tactic was used in Jonestown—only here, it’s wrapped in millennial pink.
Chapter 4: The Fitness Gurus and Wellness Warriors
This chapter focuses on fitness cults—specifically SoulCycle, CrossFit, and Peloton—and explores how their leaders mimic religious preachers.
Example: A SoulCycle instructor may yell, “Don’t just ride—transcend!” in the middle of a class.
Montell observes:
“These aren’t workouts. They’re sermons. The bike is a pulpit. The instructor is a spiritual leader.” — Cultish, p. 110
She breaks down the linguistic mechanics:
- Use of mantras like “Show up for yourself.”
- Constant reframing of pain as purification.
- Cultivation of addictive dependency on group affirmation.
Fitness brands turn loyalty into identity. One isn’t just doing CrossFit—one is a CrossFitter.
The result? Members accept authority, overlook injuries, and pay premium prices in the name of “transformation.”
Chapter 5: New Age and Alternative Spirituality
In this chapter, Montell enters the world of spiritual influencers—from astrology accounts to yoga retreats to “channelers” who speak with higher beings.
Here, language is often abstract, mystical, and unchallengeable. Words like:
- “Divine feminine”
- “Cosmic realignment”
- “Chakra rebalance”
Montell connects this to what sociolinguists call semantic obfuscation—using vague or circular language to sound profound while avoiding clarity.
“The vaguer the language, the harder it is to refute. That’s where the power lies.” — Cultish, p. 138
What’s striking is how wellness language has replaced traditional religion for many millennials and Gen Z. Montell doesn’t mock this shift—she highlights the risks of uncritical reverence for spiritual leaders who wield jargon like a shield.
Chapter 6: Political and Conspiracy Cults—QAnon, MAGA, and Beyond
This is the most politically charged chapter—and the most urgent.
Montell dissects QAnon, anti-vaxx movements, and extreme right/left political cults, exposing how:
- Acronyms, codes, and hashtags replace arguments.
- Language like “sheeple,” “deep state,” and “trust the plan” cuts off dialogue.
- Leaders are deified and protected through euphemistic idolization.
“Once you say ‘nothing can stop what’s coming,’ any contradiction becomes proof that the plan is working.” — Cultish, p. 169
The chapter is a wake-up call. Cultish language is no longer fringe—it’s infiltrated mainstream media, public discourse, and even family WhatsApp groups.
Chapter 7: Linguistic Self-Defense and Conscious Community
In the final chapter, Montell offers hope and guidance. Her goal isn’t to make readers cynical—it’s to make them aware.
She proposes strategies like:
- Recognizing loaded language before it bypasses critical thought.
- Asking: “Does this phrase invite questions, or shut them down?”
- Being cautious with group identity labels that define you too rigidly.
Montell believes not all cultish communities are bad. Humans need belonging. But we must enter those communities with eyes wide open.
“Language can trap us, but it can also free us. When we reclaim language, we reclaim agency.” — Cultish, p. 201
Organization of the Book
Montell structures Cultish thematically, progressing from the extreme (Jonestown) to the everyday (SoulCycle, Instagram). This deliberate organization mirrors the book’s central thesis: that cultishness is a spectrum, not a binary.
Each chapter functions like a magnifying glass over a different cultural group, yet all point back to the same root: language as the mechanism of influence.
Critical Analysis
Evaluation of Content
Logical Structure and Evidence
Amanda Montell’s argument is grounded in linguistic theory, sociological insight, and anecdotal observation, all working in tandem to reveal how groups exert influence through words. She doesn’t rely solely on theory; she brings in real-world interviews, studies, and case analyses. One powerful example is her deep dive into LuLaRoe (a notorious MLM), where she cross-references real testimony from former members and dissects the way leaders weaponize positivity:
“Every ‘boss babe’ post sounds the same, but that’s the point. Repetition creates identity.” — Cultish, p. 92
She also interviews ex-Jonestown survivors, former SoulCycle instructors, and even ex-QAnon followers. These accounts anchor her linguistic observations in lived experience, giving her arguments human texture.
From an analytical lens, Montell uses ethos (credibility), logos (logic), and pathos (emotion) in harmony—a rare feat in nonfiction.
Does It Fulfill Its Purpose?
Absolutely. The book’s stated purpose is to make readers aware of how language functions in group psychology, especially cultish groups. It delivers that and more. Rather than reducing cult dynamics to pathology or sensationalism, Montell zooms in on the subtle machinery of influence—showing readers how even seemingly harmless groups operate through the same linguistic frameworks.
What sets Cultish apart is its practical takeaway: linguistic self-defense. This is not just a critical study—it’s a toolkit.
Style and Accessibility
Montell’s style is where this book truly shines. She writes as if she’s your hyper-articulate best friend, guiding you through terrifying truths with a wink and a smirk. Her voice is equal parts intelligent, irreverent, and emotionally grounded.
She uses cultural references—from Mean Girls to Goop to evangelical megachurches—without ever sounding condescending. For example:
“Gwyneth Paltrow might not be Jim Jones, but Goop’s vibe is just cultish enough to sell \$90 vitamins that ‘balance your aura.’” — Cultish, p. 142
Her tone never feels academic or inaccessible. Yet she explains complex linguistic concepts like “thought-terminating clichés,” “shibboleths,” and “semantic narrowing” with crystal clarity.
This balance—depth without pretension—makes the book digestible even for readers with no background in linguistics or cult studies.
Themes and Relevance
Montell isn’t just interested in language for language’s sake. She explores bigger human questions: Why do we want to belong? Why do we crave meaning? Why are we so easily influenced?
She writes:
“We’re all susceptible. Not because we’re dumb. But because we’re human.” — Cultish, p. 23
In the wake of political extremism, conspiracy theories, pandemic disinformation, and self-help rabbit holes, this theme couldn’t be more timely.
According to a 2024 report by MIT’s Media Lab, over 68% of online extremist recruitment begins with shared coded phrases or hashtags. Montell’s insight—how these phrases act as linguistic lures—is chillingly relevant.
Author’s Authority
Amanda Montell is uniquely qualified to write this book:
- A degree in linguistics from NYU
- A decade of experience in media, writing, and cultural analysis
- A personal family connection to cult dynamics
- Her viral podcast, Sounds Like a Cult, which investigates cultish behavior in everything from Trader Joe’s to college sororities
All these layers give her authenticity, access, and insight. She’s not an outsider gawking at cults; she’s someone who’s been emotionally adjacent and academically immersed.
Crucially, she maintains objectivity. She never mocks members of cultish groups. Instead, she focuses on structures of influence, not individual gullibility.
Final Verdict on the Analysis
Cultish isn’t just a wake-up call—it’s an education. It doesn’t just explain what cultish language is. It teaches you to see it, question it, and avoid falling for it. Whether you’re attending a spin class, reading a political meme, or watching a livestream from a New Age guru, this book gives you the tools to decode and defuse the language traps we’re all exposed to
Strengths and Weaknesses
Strengths
1. Groundbreaking Insight into Language and Influence
The most powerful element of Cultish is Montell’s central thesis: that language is not a neutral medium, but a persuasive force capable of changing beliefs, identities, and even life trajectories.
By reframing cults not as outliers but as extreme expressions of everyday language manipulation, Montell rewires how we view power and persuasion.
She writes:
“You can’t understand cults if you don’t understand language. It’s the gatekeeper.” — Cultish, p. 30
This insight is not only intellectually novel but practically empowering. Readers walk away with tools—not just facts.
2. Highly Accessible Without Dumbing Down
Montell achieves a rare feat: blending rigorous linguistic theory with language that anyone—even high school students—can understand. She uses pop culture, internet slang, and humor to ensure that dense concepts never feel overwhelming.
For example, she compares QAnon phrases like “do your own research” to wellness jargon like “stay in your alignment”—both sound empowering but discourage critical thinking. That analogy is brilliantly simple and effective.
3. Emotional Intelligence and Empathy
Montell never mocks people who get swept up in cultish communities. This is crucial.
“It’s easy to judge from the outside. Harder to admit we all crave purpose, connection, certainty. That’s what cultish language offers.” — Cultish, p. 182
This human-centered approach makes the book emotionally resonant. It builds compassion, not cynicism.
4. Timeliness and Cultural Relevance
With digital “cultishness” rising in everything from self-help coaches to cryptocurrency groups, this book feels urgent.
A 2023 Harvard Kennedy School study found that nearly 61% of Gen Z respondents had been part of an online group with “strong language identity markers.” That is what Montell is warning us about—not extreme religious groups, but the modern, viral forms of cultish connection.
5. Diverse Case Studies
From Jonestown to SoulCycle, QAnon to Goop, Montell’s examples are well-chosen, diverse, and often surprising. This wide net makes the book relevant to all readers, regardless of background.
You might not join a doomsday cult—but you’ve probably liked a post from a “cultish” influencer or taken advice from a high-control group without realizing it.
Weaknesses
1. Occasional Lack of Depth in Case Studies
One minor critique is that some chapters, especially those on New Age spirituality or Instagram influencers, skirt the surface. While her linguistic insights are sharp, the cultural context occasionally lacks depth compared to her more historical or political chapters.
For example, her analysis of Goop’s linguistic branding is compelling, but less grounded in empirical data than her dissection of QAnon or Jonestown.
This is understandable—Goop is slippery—but some readers might wish for more sociological meat in these areas.
2. No Deep Dive into Digital Linguistics
Given that much cultish language now spreads digitally, it would have been valuable to explore how algorithms, hashtags, and digital repetition shape language identity online. She touches on this in the QAnon section, but a separate chapter on “digital cultishness” could have elevated the book even more.
A Slight Lean Toward U.S.-Centric Examples
Most examples and case studies are American—QAnon, Jonestown, Amway, SoulCycle. While this fits Montell’s cultural lens, international readers might wish for examples from global cults or linguistic dynamics in non-Western spiritual movements.
This doesn’t weaken the thesis, but it does limit the book’s geopolitical range.
4. Some Repetitive Language
Ironically, a book about linguistic nuance sometimes repeats itself—especially in phrases like “linguistic self-defense” or “cultish spectrum.” These phrases are memorable, but their repetition may feel a bit too on-brand by the final chapters.
Reader Awareness
Before picking up Cultish, readers should know:
- This is not a deep dive into any one cult.
- It’s a broad, thematic overview focused on language use across different contexts.
- It’s less about true crime or religion, and more about communication, identity, and persuasion.
Reception, Criticism, and Influence
Critical Reception
From its release in 2021, Cultish was widely praised by critics, linguists, and general readers alike for its originality, accessibility, and cultural resonance.
Major Publications’ Reviews:
- The New York Times praised Montell’s work as “an entertaining linguistic deep dive” and highlighted her ability to balance “urgent warnings with pop-cultural zest.”
- The Guardian called it “sharp, funny, and terrifyingly relevant,” noting how Montell “unmasks the cults we voluntarily join.”
- Kirkus Reviews gave it a starred review, calling it “a study in persuasion and a reminder to be mindful of the words that surround us.”
Critics especially appreciated the book’s timeliness—landing squarely in the post-2020 world where QAnon, MLMs, and wellness cults gained alarming traction.
Montell was also frequently invited to media platforms and podcasts—including NPR’s Fresh Air and Vox’s Today Explained—to unpack modern cultish trends.
Reader Reactions (Goodreads, Amazon)
As of July 2025:
- On Goodreads, Cultish has a 4.2/5 rating from over 50,000 readers.
- On Amazon, it holds a 4.6/5 rating with 3,000+ verified reviews.
What readers loved:
- “I didn’t expect to see my yoga teacher, Instagram coach, and CrossFit trainer all in one book.”
- “Montell made me rethink how even casual language choices shape my identity.”
- “It gave me the vocabulary to explain why I always felt uneasy in MLMs.”
Some mild critiques:
- “Some chapters felt rushed—like she barely scratched the surface.”
- “I wanted more historical cult coverage alongside the modern-day examples.”
But overall, the emotional reaction was one of awakening: readers described feeling seen, validated, and equipped to navigate language traps in daily life.
Cultural Influence and Academic Interest
Cultish has entered syllabi in communication, media studies, sociology, and psychology courses across major universities. Professors from NYU, Stanford, and even UC Berkeley have used it to teach how language shapes thought in digital and analog spaces.
Its influence is particularly evident in:
- Online discourse: The hashtag #cultishlanguage has been used over 40,000 times on Instagram and TikTok to share memes, stories, and personal revelations tied to cult-like language.
- Podcasting: Montell’s podcast Sounds Like a Cult—inspired by this book—has over 10 million downloads and discusses modern cultish phenomena like Disney adults, crypto influencers, and startup hustle culture.
- Workplace training: Some HR consultants now cite Cultish when designing ethical internal communication policies, especially in high-burnout industries like tech and fitness.
According to a 2024 Pew Research analysis, Montell’s framework has influenced broader media literacy efforts aimed at decoding linguistic manipulation in politics and advertising.
Controversies or Pushback?
While Cultish wasn’t mired in controversy, it did spark debates within spiritual and wellness communities, particularly:
- Some MLM advocates claimed the book unfairly stigmatized their businesses.
- A few New Age influencers accused Montell of being “dismissive” toward non-Western healing modalities.
Montell responded in interviews by clarifying:
“I’m not mocking belief systems. I’m interrogating how language is used to bypass consent, accountability, and critical thinking.”
In essence, the criticism proved her point: that language, when protected by loyalty, resists scrutiny.
Influence on Broader Conversations
Montell’s work fueled new interest in linguistic activism—encouraging people to:
- Resist euphemisms used in corporate culture (“synergy,” “pivot,” “circle back”)
- Question spiritual mantras that suppress personal doubts
- Decode manipulative phrases in political propaganda
As she writes:
“Language doesn’t just describe reality—it creates it. So we better start asking who’s choosing the words.” — Cultish, p. 211
Comparison with Similar Works
Amanda Montell’s Cultish: The Language of Fanaticism sits comfortably at the intersection of linguistics, psychology, and cultural criticism. To appreciate its uniqueness and depth, it’s useful to compare it with other prominent works that examine similar themes.
1. The Power of Now by Eckhart Tolle – Spiritual Cultishness without the Cult Label
While The Power of Now isn’t about cults per se, Montell indirectly critiques the kind of language used in New Age spirituality that books like Tolle’s helped popularize. Both Tolle and many wellness leaders use ambiguous, spiritual-sounding phrases such as “awakened consciousness” or “align with your essence.”
Montell would classify these phrases as semantic obfuscation—language that feels wise but often lacks actionable clarity.
“You don’t need a robe and a prophecy to be a guru. Sometimes all it takes is a calming voice and vague language.” — Cultish, p. 138
Where Tolle inspires spiritual transformation, Montell reminds us to stay critical of how language can be used to shut down questions in the name of enlightenment.
2. Thinking, Fast and Slow by Daniel Kahneman – The Psychology of Belief
Kahneman’s work in behavioral psychology explores how people think—System 1 (fast, emotional) vs. System 2 (slow, logical). Montell’s linguistic analysis aligns well with Kahneman’s framework.
For example, cultish language thrives in System 1—emotional, automatic thinking. By repeating catchy mantras and fostering community through emotionally loaded words, cultish groups bypass critical thought, reinforcing Kahneman’s ideas.
Unlike Kahneman, however, Montell gives us practical cultural case studies rather than experimental psychology. But both share the same caution: we are more suggestible than we think.
3. Educated by Tara Westover – The Memoir of Breaking Free
Tara Westover’s Educated tells the story of escaping an extremist religious family. It’s a personal memoir rather than an analysis, but it vividly shows how language, ideology, and group identity can trap individuals.
Montell’s thesis resonates deeply here. Westover writes of phrases like “worldly knowledge” and “God’s plan”—thought-terminating clichés that Montell identifies as central to cultish control.
Both books emphasize that breaking free isn’t just physical—it’s linguistic.
4. The Confidence Game by Maria Konnikova – How Language Makes Us Trust Con Artists
Konnikova’s book dives into the psychological tricks of con artists. It overlaps with Cultish in showing how persuasion and language are used to win devotion, money, and loyalty.
However, Montell goes further by highlighting group identity and the linguistic rituals that cement trust over time—while Konnikova focuses more on individual manipulation.
Together, the two books form a potent combination: The Confidence Game explains how we get duped; Cultish explains how we stay duped—and call it community.
5. Sapiens by Yuval Noah Harari – Shared Myths and Mass Belief Systems
Harari writes that humans dominate the planet because of our ability to create shared fictions—from religion to nationalism to capitalism.
Montell’s book can be seen as a micro-study of Harari’s macro-thesis. Where Harari talks about myth-making at the species level, Montell shows how those myths are sustained linguistically in tight-knit groups, online movements, and corporate cultures.
Both authors agree: words are the foundation of collective belief.
So, What Sets Cultish Apart?
While other books tackle elements of cult psychology, persuasion, or social cohesion, Cultish:
- Focuses exclusively on language as the instrument of control
- Blends academic insight with pop culture relatability
- Avoids demonization and replaces it with empathetic analysis
- Equips readers with real-world strategies for linguistic self-defense
This makes Cultish not just a book for theorists or linguists—but a tool for anyone navigating modern life, from workplaces to wellness retreats to online rabbit holes.
Conclusion
Overall Impressions
Amanda Montell’s Cultish is not just a book—it’s a lens. A lens that once you start looking through, you can’t unsee the world around you. From fitness influencers to online gurus, corporate pep talks to political hashtags, Montell peels back the shiny branding and reveals a shared skeleton: language that manipulates, isolates, and indoctrinates.
Yet what makes Cultish so powerful is its refusal to be alarmist. Montell doesn’t throw around the term “cult” irresponsibly. Instead, she invites readers to explore how cultish behaviors exist on a spectrum, and how even benign communities can slide into coercion when language becomes a tool for control instead of connection.
She writes:
“We don’t need to live in fear of cultish language. But we do need to recognize it. Because once you can name it, you can resist it.” — Cultish, p. 213
That message—clear-eyed, compassionate, and critically aware—is exactly what makes Cultish not only timely, but urgent.
Who Should Read This Book?
If you’ve ever:
- Wondered how your favorite podcast host got you to buy things you didn’t need
- Felt uneasy about the slogans in your corporate meetings
- Questioned the hype of online “communities” that demand loyalty
- Or simply want to understand the psychology of influence and the power of words…
Then Cultish is for you.
It’s ideal for:
- Students of linguistics, psychology, sociology
- Readers of true crime, pop culture, or media literacy
- Educators and parents who want to help the next generation navigate persuasive environments
- Anyone who values critical thinking in the digital age
It is especially crucial for today’s youth, growing up in algorithmic echo chambers, exposed to cultish speech patterns not through religious sects, but through TikTok, Discord, and Instagram captions.
Why This Book Matters Now
We’re living in an era where language travels faster than facts, where slogans spread more than truth, and where identity is often shaped not by belief, but by repetition and affirmation.
From a Google search of “MLM success quotes” to political rally chants to fitness mantras, we’re constantly surrounded by language designed to bypass thought. As digital platforms gamify communication and incentivize tribalism, linguistic manipulation becomes not just a fringe problem—it becomes a structural one.
Montell’s Cultish gives us the most important weapon we have in such an environment: awareness.
As she argues throughout the book, when we understand how words are used to shape thought, we regain the power to choose our beliefs, our communities, and our sense of self. That is no small thing.
Final Verdict
Overall Rating: 9.5/10
- 🔹 Strengths: Insightful, original, empathetic, funny, and empowering
- 🔹 Weaknesses: Some topics could go deeper; digital cultism could use a full chapter
- 🔹 Audience: Anyone who communicates in today’s world—and that means everyone
Montell doesn’t just show us how cults talk—she shows us how we all talk. And in doing so, she gives us the tools to listen more wisely, speak more truthfully, and live more freely.
