Lulu Cheng Meservey

Energizer
DISC Type : I

Board Member at Shopify

Washington, District of Columbia, United States

Overview

Lulu Cheng Meservey is the Founder and CEO of Rostra, an advisory firm specializing in founder-led communications. A board member at Shopify, she previously served as EVP and Chief Communications Officer at Activision Blizzard. She holds a B. A. from Yale University and an M. A. from The Fletcher School at Tufts University.

Lulu authors the "Flack" newsletter, where she proposes a new playbook for modern communications. Her professional focus is on helping founders "go direct" and craft their own narratives without relying on traditional gatekeepers. She draws communication insights from diverse fields like psychology, physics, and even the military to shape her strategies.

She believes traditional PR is dead and champions a new model where founders, who hold the "secret knowledge" of their enterprise, communicate directly with their audience.

Personality Overview

Full Of Energy

Informal

Imaginative

They are really good at seeing what the long-term impacts of their decisions could be.  They are not always early adopters but can be pursuaded by leveraging strong relationships. Unlike C or D types, they are vocal with their opinions but not so much with their questions.

Topics They Care About

Founder-Led Comms
Her firm, Rostra, exclusively works with founders to help them control their own narrative, a philosophy she calls "going direct. "
Narrative Strategy
She is a proponent of crafting compelling stories, believing that storytelling and human conviction are crucial for companies to attract talent, customers, and investors.
Crisis Communications
She is known as a go-to advisor for CEOs and founders navigating high-stakes, high-visibility moments, like Activision Blizzard's acquisition by Microsoft.

Media Appearances

Meet Shopify's newest board members, Lulu and Prashanth. Featured in Shopify News

See Now

Work History

6-2024
Board Member at Shopify
3-2024
Founder and CEO at Rostra
10-2022 - 1-2024
Executive Vice President, Corporate Affairs and Chief Communications Officer at Activision Blizzard
8-2022
Writer at Flack Newsletter
4-2022 - 10-2022
Board Member at Activision Blizzard

Education

B.A. from Yale University
M.A. in Law and Diplomacy from The Fletcher School at Tufts University

More Information

Social Presence :

Prographics :

Exp : 9 Location : Washington, District of Columbia, United States Job Level : Leadership Designation : Board Member at Shopify
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Insights For Selling To Lulu

During A Call Or A Meeting

DO's

  • Do some small talk, ask them how things are going on their side
  • Use adjectives like ‘amazing’, ‘coolest’, ‘unbelievable’ etc.
  • Use phrases like ‘people will love’, ‘massive impact’ etc.

DONT's

  • Don’t be too formal, focus on building comfort and trust
  • Avoid ifs and buts, don’t talk too much about the risks etc.
  • Don’t push them to make a decision too fast, let them get comfortable first

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Lulu is

  • Relationship and rapport can play an important role, sometimes more than the other factors.
  • Will you ever get a clear answer from Lulu

  • They will probably never say no directly, you have to make that decision yourself.

Insights For Deal Planning

    How fast (or slow) will Lulu move?

  • They are not the quickest decision makers, their friendly attitude could be misleading.
  • Can Lulu take some risk or not?

  • They may take certain risks that they deem unlikely of personal repercussions.

You And Lulu

Personality Compatibility


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