
The Comms Strategist Behind Anduril, Shopify & Cognition | Lulu Cheng Meservey
Anduril背后的传播军师:创始人为何要绕开媒体直接发声
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【传播策略】传统公关已死?Lulu Cheng Meservey 谈创始人如何掌握叙事主权 本期 David Senra 对话传播策略师 Lulu Cheng Meservey。她生于中国农村,在德国、挪威、加拿大长大,后在美国误打误撞进入传播行业。她曾在 Anduril 创立首年负责其传播,后创办 Rostra。她的核心主张是“直接发声”:绕开层层过滤的媒体中介,由创始人亲自讲故事。她还谈到如何用宣言凝聚信念,为什么讲科技故事要让人当主角、技术退居幕后,以及为什么要拒绝模板、做无法造假的事。对创业者、市场与品牌从业者,这期节目提供了一套可直接借鉴的叙事方法。 🎙️ 主讲人介绍 大卫·森拉(David Senra):播客主持人,节目专注与当今最杰出的创始人对话,同时主持另一档播客《Founders》。 露露·程·梅瑟维(Lulu Cheng Meservey):传播公司 Rostra 创始人,曾服务 Anduril、Shopify、Cognition 等公司,曾任动视暴雪首席传播官,现为 Shopify 董事会成员。 核心议题:直接发声:绕开媒体中介、宣言与创始人信念、以人为主角的科技叙事、拒绝模板,做无法造假的事、Anduril 的叛乱者式传播。 关键词:Go Direct、叙事主权、Anduril、杰森一家法则、创始人传播、Rostra
章节 1:从中国农村到美国:一家人跨越几代的美国梦
📝 本节摘要:
Lulu Cheng Meservey 讲述了自己的成长经历。她生于中国农村,父亲被派往德国攻读天体物理学博士,按规定家人本应留在国内作为“抵押”,但一家人最终在德国团聚。此后她随父亲辗转德国、挪威、加拿大,最终来到美国读大学并入籍。她说,来美国是从父亲那里继承的梦想,如今的事业像是几代人努力的结晶。主持人随后点出她业务的独特之处:她为顶尖科技创始人做传播,同时只服务十余家客户,却有上千家公司在排队等候。
[原文] [David Senra]: So, you were born in China, yet you speak Norwegian. Can you explain what occurred in your life between these two points?
[译文] [David Senra]: 你出生在中国,却会说挪威语。能讲讲这两者之间,你的人生都经历了些什么吗?
[原文] [Lulu Cheng Meservey]: Yes. I was born in rural China. I was born in a little village where, I think, my mom didn't even know whether I would come out as a boy or a girl, or in 6 months or 12 months, or there was very little knowledge, and so I emerged. And we were able to leave China because my father was sent to Germany to get his PhD in astrophysics.
[译文] [Lulu Cheng Meservey]: 好的。我出生在中国农村,一个小村子里。我想我妈当时连生出来是男孩还是女孩都不知道,也不知道是六个月还是十二个月后生,那时候的认知非常有限,然后我就这么出生了。我们之所以能离开中国,是因为我父亲被派到德国攻读天体物理学博士。
[原文] [Lulu Cheng Meservey]: I think at that time the number of people who wanted to leave China far exceeded the number of people who were allowed to. So technically, we were supposed to stay behind as a kind of collateral to make sure that he came back. However... We end up settling in Germany. My mom and I actually do go to join my father at the University of Heidelberg, where he was getting his PhD, and we started moving around to different universities where he would study at the University of X, to work at the observatory.
[译文] [Lulu Cheng Meservey]: 我想那个年代,想离开中国的人远远多于被允许离开的人。所以按理说,我们本该留在国内,作为某种“抵押”,确保他会回来。然而……我们最终在德国定居了。我妈和我后来真的去和我父亲团聚了,他当时在海德堡大学读博。之后我们开始在不同的大学之间辗转,他会去某某大学做研究,在那里的天文台工作。
[原文] [Lulu Cheng Meservey]: And so, the University of Oslo is one of the places where he was sent to work on astrophysics, and that's where I did a lot of my growing up, went to public school, and I just became a little bit Norwegian.
[译文] [Lulu Cheng Meservey]: 奥斯陆大学就是他被派去做天体物理研究的地方之一。我很大一部分成长时光都是在那里度过的,上的是公立学校,于是我就变得有点挪威人的样子了。
[原文] [David Senra]: How many different countries did you live in, then?
[译文] [David Senra]: 那你一共在多少个国家生活过?
[原文] [Lulu Cheng Meservey]: Yeah, I grew up in China, then Germany, Norway, Canada, at which point we were able to become Canadian citizens, which was very exciting and welcoming for us, and then grand slam, big dream, the United States.
[译文] [Lulu Cheng Meservey]: 嗯,我先在中国长大,然后是德国、挪威、加拿大,在加拿大我们拿到了公民身份,这对我们来说非常激动,也让我们感到被接纳。然后就是大满贯——那个大梦想:美国。
[原文] [Lulu Cheng Meservey]: So, I came to the US for college, have been here ever since, and a few years ago, naturalized in the first Trump administration, which was very exciting for me.
[译文] [Lulu Cheng Meservey]: 我来美国读大学,从那以后就一直待在这里。几年前,在特朗普第一任期内入了籍,这让我非常激动。
[原文] [David Senra]: How long have you known that you wanted to come to America? Was it just for school, or did you think, "No, I'm going to live here after"?
[译文] [David Senra]: 你从什么时候开始就知道自己想来美国?只是为了上学,还是当时就想“不,我毕业后要留在这里生活”?
[原文] [Lulu Cheng Meservey]: No, I just wanted to live and be here and be American. It was a dream that was sort of inherited from my father. If he hadn't gone to Germany, he would have tried to go to the US.
[译文] [Lulu Cheng Meservey]: 不,我就是想在这里生活,成为美国人。这个梦想某种程度上是从我父亲那里继承来的。如果他当年没去德国,他就会想办法去美国。
[原文] [Lulu Cheng Meservey]: In fact, the only reason he couldn't was because it was oversubscribed as a destination at the time. So, we've had kind of a multi-generational dream to come to the US. And what I'm doing now feels like the culmination of multiple generations of work.
[译文] [Lulu Cheng Meservey]: 事实上,他去不成的唯一原因,是当时想去美国的人实在太多,名额早就满了。所以,来美国算是我们家几代人的梦想。而我现在做的事,感觉就像是几代人努力的结晶。
[原文] [David Senra]: I consider you a very singular player on the board.
[译文] [David Senra]: 我觉得你在这个棋盘上是一个非常独特的玩家。
[原文] [Lulu Cheng Meservey]: Mm.
[译文] [Lulu Cheng Meservey]: 嗯。
[原文] [David Senra]: I don't know anybody else who has a business like yours. You do the comms for some of the greatest tech founders in the world. You have anywhere, you know, from let's say 10 to 12 clients at a time, but you have a waitlist of 1000 companies that want to work with you.
[译文] [David Senra]: 我不知道还有谁做着和你一样的生意。你为世界上一些最伟大的科技创始人做传播(comms)。你同一时间大概只有,比如说 10 到 12 个客户,但想和你合作的公司却有 1000 家在排队等候。
- 章节 2:学会察言观色:从“兔子装”到读懂潜台词
- 章节 3:从误打误撞入行公关到为创始人掀起一场运动
- 章节 4:作为“叛乱者”的 Anduril:在主流之外自建叙事
- 章节 5:宣言的力量:用强度战胜一切
- 章节 6:直接发声:绕开媒体中介,掌握叙事主权
- 章节 7:信念胜于魅力:创始人「直接发声」的前提
- 章节 8:Rostra 为何存在:技术落地的「人」的难题
- 章节 9:AI 时代的叙事之道:重建公众信任
- 章节 10:讲好科技故事:让人成为主角,技术退居幕后
- 章节 11:做那些无法造假的事:真实关系与美的回归
- 章节 12:回归美:品味、真实与无法伪造的美
- 章节 13:拒绝模板:值得做的事都配得上原创
- 章节 14:只做非你不可的事:找准自我与终身使命
- 章节 15:杰森一家法则:把要卖的东西放进人的故事里
- 章节 16:相信自己:坚定信念,让复利发挥作用
- 章节 17:人类为何渴望故事:叙事空白要由创始人来填补
正在加载后续章节…





