About LORE

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

In video games, lore is the backstory behind the game’s 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 aren’t just buying a product—they’re buying a story. LORE helps you write it.

About the Author

I’m Cameron Langford. I’m a writer and the founder of First Principles Communications, 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 led corporate communications at independent production company Annapurna. 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 field), 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.