Dharma Marketing: Spirituality in Business

 
 
This new concept aims to reach the deepest level of the human psyche, finding in the oriental example of
enterprising spirit - which has a strong resource to spiritual values - the path to a new internal proximity
marketing.
 

<!--[if !vml]--><!--[endif]--> <!--[if !vml]--> <!--[endif]-->For the Buddhists, Dharma is

that which guides the mind. Dharma Marketing wishes to set the conditions for the necessary spiritual
changes to occur, aiming to reach a sustainable proximity of all stakeholders. The best way to do it is
assuring the organizations understand that, in order  or this change to happen, they need to follow the
example of the oriental management, where the enterprising spirit has an ascetic dimension, which has
been stated for centuries, mostly recurring to spiritual values.
 
Reality can be understood as what each individual perceives it to be. For the marketers, this is one of the
most important axioms, since marketing isn't a battle of products and services, but a battle of perceptions.
Therefore, the most effective marketing is that which reaches the consumer's mind more deeply.
 
In Dharma Marketing, your goal is to satisfy needs at a psychological level - subconscious, so you act on
the level of the psychological conflict which takes place before human will, focusing on what is previous to
human will, i.e., on what precedes need and motivation. The importance of such a desired intervention
regards the fact that this happens at the deepest level of the human psyche, making Dharma Marketing
an essential tool for the correct relational characterization and for the proximity amongst players.
 
Attitude, a crucial aspect in organizational competence, does not depend on a set of rules exclusively,
there being instead a large number of subconscious impulses which are constantly interfering with
rational decisions. It is therefore necessary to act upon the spirituality, as a response to the behavioral
variations arising from the mentioned conflict. This search for spirituality in organizational matters also
aims to improve the transcendental principle, assuming that, for the organizations, this principle
constitutes a non-spontaneous differential to be conquered and developed through the improvement of
the holistic dimension.
 
Dharma Marketing Means:

• Transparency: the art of being associated with Competence

• Confidence: coherent relations and natural calmness
• Spirit of Mission: to live institutional values intensely
• Holistic Dimension: relations’ spiritual management

Developed by a Portuguese investigator, this new concept aims to reach the deepest level of the
human psyche, finding in the oriental example of enterprising spirit – which has a strong resource
to spiritual values – the path to a new internal proximity Marketing.

Organizational Self-Knowledge
Social and human matters have been the focus of a few of the most important organizations. However,
human spirituality, understood as the search for ethical evolution, is being forgotten because it is wrongly
associated with religiosity. This is leading to the progressive distancing from self-knowledge in the
organizational sphere.
 
Organizations are large karmic stages, where people meet to learn with each other, trying to awaken their
natural perceptive capabilities by taking advantage of the optimum conditions created there. Only this way
is it possible to have more focused stakeholders as regards to how they feel, think and act, and the
consequences thereof. In order for this to happen, those who run the organizations must have the ability
to carry out changes in themselves, projecting these same changes in all their relational partners.  His
concern, on the other hand, must be incorporated in the institutional mission of public and private
organizations.
 
Getting this message through to the organizational sphere will constitute the most important test to the
conscience of those who work in marketing with a spirit of honesty, building trust, contributing to the
activeness of market logic, contributing also to human, social and spiritual prosperity, to their
complementarities and interdependence, in the search for organizational development as a mutually
integrated movement.
 
Rethinking Organizational Relations
We need to adopt new ties, so as to allow the expression of intention and purpose of human existence. In
order to achieve this, it might be necessary to let go of old values and expectations. And for those who
put rationality before any organizational grounds, a special remark: Elster speaks about the place
reserved for reason in today's western societies, in which so often men and women focus on the exercise
of reason exclusively instead of accepting its limitations, and consequently mistaking rationality for human
existence. In reality, contrary to this, the truth which sustains this rationality is many times questioned
over the time, while human spirituality remains.
 
Assuming that people seek exclusivity in all relations, Dharma Marketing takes upon itself to increase
transparency, remove obstacles, making the passage easy for those who look for meaning in the
organizational work. In this case, the spiritual way will follow a path opposite to those organisations
type,  based on self-motivation and self-esteem.
 
The overemphasis modern psychology puts on self-motivation, based on self-esteem indicators, reached
its peak in the United States , during the 1980's, with the Me Generation and the Yuppies. Although this is
indeed a desired state of mind, as it is satisfaction itself, this situation of self-centered individuals may
never revert in favor of the organizations. This fictioning of  the self has even crossed organizational
borders, sending messages like the one and the only or because you deserve it to the market. This praise
is the utmost expression of an individualistic psychology, in which the vanity of those who believe to be
entitled to everything they want throws a shadow onto human ascension as regards to the most
conscious and sensible actions.
 
The changes proposed in this article aim to achieve an effective improvement of the sustainability of
reciprocity conditions and acceptance of all publics. Contrary to individual motivation, people must be
guided by the need to belong to a group of motivated agents united by a transparent and unifying
institutional mission.
 
It's obvious that organizations need to focus on strategic results, and therefore depend on capable and
creative negotiators with a spirit of enterprise and able to work under pressure. But is this really possible
without self-conscious?
 
The search for transcendence can only exist as a result of a permanent and effective integrated action,
complementary of economic, human and social evolution, if accompanied by the necessary spiritual
changes. This way, the competitivity improvement results from the intelligence that comes from inner
enlightenment.
 
For Dharma Marketing, the commitment between organizations and everyone they're connected to is an
effect of their actual proximity. Through more spiritualized human resources, the objective of Dharma
Marketing is to have a significant impact on business, or at least to give the organization's relational
competencies wider meaning as regards to empathy with oneself and with others.
 
This change is the distinctive element in the construction of a new way of looking at the organizations of
the third millennium.
 
Dharma Marketing Practice

Marketing. Strategy. Dharma. is a brand development and marketing strategy firm uniquely
focused on crafting customized strategies to help your business reach its maximum potential.
Drawing on years of experience in advertising, branded entertainment, product development, and
marketing strategy development, we approach each business distinctively to identify, create, and
develop its brand and communications. Simply put, we create solutions that are perfectly tailored
to your particular brand and efficiently aligned with your business goals. Whether you are a start-
up or a well-established company, we can help you find innovative, cost-effective ways
to nurture, grow and develop your brand.

After a decade in the world of advertising and branded entertainment, MSD has harnessed her
entrepreneurial skills, to form a unique and more efficient branding solution. Approach each
challenge with a clean slate – don’t assume you need an adverting campaign or a press release –
instead eliminate your notion of a medium completely. Then, using both creativity and strategy,
deliver a solution that solves the business problem. The rest will all fall into place.
 Dharma, from Hindu scriptures, means duty, truth or one’s own character.   It is important to
have a sense of self, an awareness of that around you, and an understanding of where you fit into
the world – as a person, or as a brand. Inject creativity and strategy into that philosophy, and you
get Marketing. Strategy. Dharma.

MSD, located in New York City, is a division of the Aditi, Inc consulting group based in Boston,
MA.

Spirituality in Business: Dharma Marketing - Presentation Transcript

1.   Dharma Marketing Spirituality in Business

2. 1 -PROXIMITY MARKETING 2 - ORGANIZATIONAL SELF-KNOWLEDGE 3 - RETHINKING

ORGANIZATIONAL RELATIONS

3.
o 1 -PROXIMITY MARKETING

o This new concept aims to reach the deepest level of the human psyche, finding in the oriental example of
enterprising spirit - which has a strong resource to spiritual values - the path to a new internal proximity marketing.

4.
o For the Buddhists, Dharma is that which guides the mind. Dharma Marketing wishes to set the conditions
for the necessary spiritual changes to occur, aiming to reach a sustainable proximity of all stakeholders. The best way to do
it is assuring the organizations understand that, in order  or this change to happen, they need to follow the example of the
oriental management, where the enterprising spirit has an ascetic dimension, which has been stated for centuries, mostly
recurring to spiritual values.

5.
o In Dharma Marketing, your goal is to satisfy needs at a psychological level - subconscious, so you act on
the level of the psychological conflict which takes place before human will, focusing on what is previous to human will,
i.e., on what precedes need and motivation. The importance of such a desired intervention regards the fact that this
happens at the deepest level of the human psyche, making Dharma Marketing an essential tool for the correct relational
characterization and for the proximity amongst players.

6.
o Attitude, a crucial aspect in organizational competence, does not depend on a set of rules exclusively,
there being instead a large number of subconscious impulses which are constantly interfering with rational decisions. It is
therefore necessary to act upon the spirituality, as a response to the behavioral variations arising from the mentioned
conflict. This search for spirituality in organizational matters also aims to improve the transcendental principle, assuming
that, for the organizations, this principle constitutes a non-spontaneous differential to be conquered and developed through
the improvement of the holistic dimension.

7. 2 - ORGANIZATIONAL SELF-KNOWLEDGE

o Social and human matters have been the focus of a few of the most important organizations. However,
human spirituality, understood as the search for ethical evolution, is being forgotten because it is wrongly associated with
religiosity. This is leading to the progressive distancing from self-knowledge in the organizational sphere.
 8.
o Organizations are large karmic stages, where people meet to learn with each other, trying to awaken their
natural perceptive capabilities by taking advantage of the optimum conditions created there. Only this way is it possible to
have more focused stakeholders as regards to how they feel, think and act, and the consequences thereof. In order for this
to happen, those who run the organizations must have the ability to carry out changes in themselves, projecting these same
changes in all their relational partners.  His concern, on the other hand, must be incorporated in the institutional mission of
public and private organizations.

9.
o Getting this message through to the organizational sphere will constitute the most important test to the
conscience of those who work in marketing with a spirit of honesty, building trust, contributing to the activeness of market
logic, contributing also to human, social and spiritual prosperity, to their complementarities and interdependence, in the
search for organizational development as a mutually integrated movement.

10. 3 - RETHINKING ORGANIZATIONAL RELATIONS

o We need to adopt new ties, so as to allow the expression of intention and purpose of human existence. In
order to achieve this, it might be necessary to let go of old values and expectations. And for those who put rationality
before any organizational grounds, a special remark: Elster speaks about the place reserved for reason in today's western
societies, in which so often men and women focus on the exercise of reason exclusively instead of accepting its
limitations, and consequently mistaking rationality for human existence. In reality, contrary to this, the truth which sustains
this rationality is many times questioned over the time, while human spirituality remains.

11.
o Assuming that people seek exclusivity in all relations, Dharma Marketing takes upon itself to increase
transparency, remove obstacles, making the passage easy for those who look for meaning in the organizational work. In
this case, the spiritual way will follow a path opposite to those organisations type,  based on self-motivation and self-
esteem.

12.
o The changes proposed in this article aim to achieve an effective improvement of the sustainability of
reciprocity conditions and acceptance of all publics. Contrary to individual motivation, people must be guided by the need
to belong to a group of motivated agents united by a transparent and unifying institutional mission. 

o It's obvious that organizations need to focus on strategic results, and therefore depend on capable and
creative negotiators with a spirit of enterprise and able to work under pressure. But is this really possible without self-
conscious?

13.
o The search for transcendence can only exist as a result of a permanent and effective integrated action,
complementary of economic, human and social evolution, if accompanied by the necessary spiritual changes. This way,
the competitivity improvement results from the intelligence that comes from inner enlightenment.

o For Dharma Marketing, the commitment between organizations and everyone they're connected to is an
effect of their actual proximity. Through more spiritualized human resources, the objective of Dharma Marketing is to
have a significant impact on business, or at least to give the organization's relational competencies wider meaning as
regards to empathy with oneself and with others.

14.
o This change is the distinctive element in the construction of a new way of looking at the organizations of
the third millennium.
15.  

16. www.dharmamarketing.org

THE CONCEPT

 
         At the beginning of this decade Zohar and Marshall, two professors from the
University of Oxford (GB) complete the general framework of human intelligence with the
EQs (Spiritual Quotient), revealing the supreme intelligence of human beings, the
transformative power of man. The process that derives from the Spiritual Intelligence
combines, integrates and enhances the dialogue between reason and emotion, going
further, providing a hub of activity and bestower of meaning, supporting the transformation
linked to the wisdom beyond the conscious mind, allowing us more than the ability of
following values - to create the possibility of having them.

         Also, one hundred ninety-nine countries, including Portugal, ratified during the
year 2005 Universal Declaration on Bioethics and Human Rights (UNESCO), stating that "the
identity of an individual includes dimensions of biological, psychological, social, cultural and
spiritual." How could marketers be indifferent to the most intense of the human dimensions:
the spirituality?

                               

         We refer to the dimension that is beyond rationality or logic  that allows man to follow
rules and strategies (Intelligence Quotient) and is also  beyond the emotion  that recognizes
patterns and build habits (Emotional Quotient).The spiritual dimension provides the unifying
thought, where lies the potential or animating principle of human life (Spiritual
Quotient). The social, cultural and psychological as well as environmental issues have
attracted the attention of some of the organizations most responsible . However, the
spiritual dimension of man, seen as the highest level of full prosperity, is being forgotten,
because it is often confused with the religious perspective. Thus there is the distance from
the issue of self-knowledge in business environment. Self-knowledge allows the awakening
of consciousness, enabling us to more assertive choices and therefore more satisfying and
meaningful.

        

       From the standpoint of conceptual marketing spiritual meaning has been lost since the
time when spiritual and agile facilitators Joe Vidal or even Bob Proctor (The Secret)
confused marketing with spiritual self-help therapy, neuro-linguistic programming, or even
marketing personnel .. Although these approaches are very desirable, we can not leave out
some abuse around the term marketing, in regards to spiritual matters.
        

         Albeit in a superficial way, also the neuromarketing has revealed a world too complex,

bringing back the need for a more intimate relational issues, compared to the constant
tension between electrical brain impulses, needs and human desires. In fact, many years
before Schopenhauer would have released the warning by saying that man can, of course,
do whatever, but may not want what they want. These circumstances, to prove how not
unique to the area of behavior, rooted is necessarily at the level the more subtle skills, ie,
beyond the mere physical and chemical condition  of being human.

        

        Mrandom factor attitude crux of organizational competence does not depend

exclusively on one set of electrical impulses in the brain, or procedural rules. There is a
large group of non-conventional patterns that constantly interfere with human decisions,
making it necessary to act in a more intimate level. However, tal will not want to say that
we undervalued the technical dimension, however, we intend to ensure its strength. The
computers have high IQ, know the rules and can follow them without error. But man alone
is able to question those rules. A machine, like an animal, working within a logic of finite
set. "  The spiritual dimension can extend the boundaries of an "infinite game," giving men
the ability to call into question rules that they themselves created. This is a reality that
poses a challenge to the endless technological extension. Sadly for men will never be that
computers think like people, is deplorable that men think like computers.

         

         By imagining a spiritual responsibility for marketing in the companies we propose a

concept that falls within the line of understanding of relationship marketing, not forgetting
that the organizations should be focused on values, strategies, .., dependent on skilled
negotiators, creative, enterprising , who can work under pressure. But to them it will be
possible in the absence of self-consciousness?

        

         On this issue there is a new marketing concept that is proposed to reach the
innermost dimension of the human psyche, anticipating the way for a proximity marketing
real.

NEAR REAL: MARKETING BEYOND  THE PERCEPTION

 
         At present the individual feels the world - not the world. This is also what happens to
those who constitute the relational fabric of business. The proximity of marketing real extols
the sustainability of the conditions of reciprocity, acceptance of change and of themselves,
projecting them in all their public relations.

        Dharma is to Buddhists which guides the mind, in other words, what precedes it. It is
intended, in the case at hand, to establish conditions conducive to the man you want in any
relationship, a unique dimension / interior. It is therefore to increase the attractiveness
Dharma Marketing, removing obstacles closest facilitating interdependency seeking to link
that watches business experience. Despite the material wealth and technological
development organizations, lack something structuring the current management. For us it
will be the ability to change a mere work in a vocation. Just thought this might unify the
human experience, in a contextualized and manufacturing enterprises. Unfortunately, the
call is not within the current structure of values of the business community.

  
          The marketing has been evolving in its orientation, going beyond the product, sales,
marketing, customer .. So after massive marketing, marketing segmentation,
marketing one to one, .. there is also the marketing-oriented bewhere the compromise
between business and all those with whom they relate is achieved through inclusive
partnerships . Seeking a significant impact on business, or at least give their powers
broader connotations with regard to empathy that leads to customer loyalty
through  benefits (spiritual), processors who produce them, and consequently of its public
relational. This effect introduces us to an environment of high and trust, ensuring relations
more transparent and thereby more term, increasing the EQs (spiritual quotient) of the
partners involved.

           In proximity marketing real spirituality facilitates the creation of a seamless web in

organizational environment, so the world of business should  be viewed as a whole, a
positive polarizing those relationships. This demand can only exist as a result of a
permanent and effective dynamic integrated and mutually complementary in economic,
human, social, is obviously accompanied by changes to the spiritual level. We are facing a
sustained organizational revolution, as we now understand the business reality, from the
viewpoint of the quantum paradigm, taking into account the ability of the consciousness of
all concerned to interfere in the creation of reality. Previously Jung would have given their
contribution to this understanding by presenting his theory of synchronicity and
the collective unconscious. However, it is the true origin of these ideas that we seek to
influence for the marketing of real closeness. We refer to the primordial and ancient
Buddhist concept of interdependence.

 
 

                                 THE INFLUENCE  ORIENTAL

         Atomist culture separates us from each other, isolating those who are different for
some reason .., inclusive criteria relate to the consistency between discourse and practice in
all its details. From the organizational point of view  this isfrom the perspective of man as
the subject of relationships, which can change their own lives as well as  helping to change
the other, without putting into question the sustainability of the organization represented.

           Those seeking to understand Buddhism taught that the primary responsibility of

human beings involves the liberation of all suffering (nirvana). Zen for this possibility
depends largely on how one understands the space that is left for non-mind, wu-nien that
allows understanding of the subconscious, or what for others, such as the  philosophy
of Hui-neng, translates  the idea of self-nature. The neurosciences call it reality beyond
physics and chemistry of human being, in our view, the Spiritual Intelligence.

           Buddhism and marketing, are on their intent, on the same line of purpose, whose
primary sponsor demand the cessation of suffering and the second to raise the satisfaction
of their public relations. Of course the point of view  of models of action there is an
enormous dispersion methods.

        Dharma Marketing deepen the approach to human wisdom (the prajna of Buddhists)

as regards the space of no-mind, the phase "unconscious" mind. Thus,  in our working
model act at the level of psychological conflict before the human will, focusing therefore on
what is the precedent in human intentionality, ie, prior  to the needs, desires and
motivations.

       In line with the principle transcendent and transpersonal provided by Dharma
Marketing is a differential non-spontaneous, to be conquered and developed based on
training designed exclusively for companies aiming at the development of Spiritual
Intelligence. The first step in this direction will be to hire staff based on inclusive
criteria. Also, it should invest in a business complementary training in mind-sets, or in
techniques (adapted to the business reality) that go beyond discourse, aiming at
the introduction of mindfulness in organizational awareness as well as in self-
knowledge.Examples of these techniques are the Theravada Meditation , and Zen
Buddhist Thich Nhat Hanh, in search of a state of consciousness that promotes self-
understanding  , and inner peace; practices of spiritual refinement Seishin no Jutsu,literally
constitute the art of spirit , the union with the whole of Ketsugo; the art of
concentration Mokuso no Jutsu, the art of strategy Heiho; the art of leadership Doshu no
Jutsu. We could not fail to mention the importance of some of the teachings of the art
of Zen Bow and Raja Yoga.  

         Spirituality is above all the values and culture everywhere, so as old as humanity, so
whenever we want to act at this level we have to resort to ancient practices like meditation
and all the aforementioned spiritual refinement techniques.

         The fact that we refer not be confused with mere exercise moral, ethical,
regimental. Similarly, the changes that we have been talking about may not be
peripheral. If so, essentially, everything remains the same. This change may not be an end
in itself but more a chance to walk where the Dharma Marketing is stated as one of the
tools of relationship marketing.

 
         Dharma Marketing for the change of which we speak does not depend on formal
issues. Change the attitude of others is possible only by example. So, we should strive to be
the example of the attitude that we want our public relations. 

These changes are reflected in the search for understanding and peacemaker in the deep
sense of personal transformation.Some practical examples will be the lead service - the
server manager inspired by gratitude, humility, to serve as the true nature of being, a high
degree of self-consciousness, the reaction to the deeper Self, the use and overcoming the
difficulties ; being spiritually intelligent; accept uncertainty as a principle of creative
inspiration, spontaneity and profound responsibility, the community activism,   etc. ..

           In conclusion we repeat the call for attention to the fact that these proposals do not
mean the loss of intellectual rigor or reverence gullible, devoid of critical sense,
unfortunately so common nowadays, especially when we talk about spirituality.

PROPOSAL BY THE PRACTICE DHARMA MARKETING:

   

TRANSPARENCY The art of being associated with the

responsibility of making
TRUST Relationships coherent and calm mind
SPIRIT OF MISSION Live deeply the institutional values
NEAR REAL Self-Awareness, Meditation and Mind-sets
HOLISTIC DIMENSION / INTEGRAL   Spiritualized management relations