About LORE

LORE is a newsletter about how to turn narrative capital into capital capital.

In video games, film, and TV, lore is the backstory behind a fictional universe. It can also refer to the body of traditions and knowledge held by a particular group.

Anyone building a company, a movement, or a “brand” needs to craft their lore, because the highest-paying customers and 10x talent are buying into a world — an ideology — as much as a product.

Your lore (the noun) is your story. LORE (the newsletter) helps you write it.

About the Author

I’m Cameron Langford. I’m a writer and the founder of First Principles, an advisory firm that helps leaders craft their lore and build (good) cults.

My background spans tech, politics, and entertainment: fields where lore is paramount. Most recently, I’ve worked with clients like Annapurna, Clay, and Lux. Before that, I had the good fortune of bootstrapping comms roles at Epic Games and Palantir Technologies during hypergrowth.

I’m a political theorist and fiction writer by training (or at least insofar as anyone can be trained in either), which means I believe in the power of narrative to change the course of both countries and lives. This is also why, once upon a time, I worked in politics, first in the White House and then on Hillary Clinton’s 2016 presidential campaign.