I’ve been reading some great books lately, and the most recent one by Genpo Roshi, “Big Mind, Big Heart” is groundbreaking.
I’d like to share the essence of this book and demonstrate how you can use the Big Mind process to take your business and marketing to the next level of success and fulfillment.
Yes, marketing and enlightenment. You knew I’d get to this sooner or later!
First of all, Genpo Roshi is a real live American born Zen Master and had been for many years before he discovered this process. He says that it’s the biggest breakthrough in Zen thinking in 2,500 years. Quite a claim.
But like all brilliant things, it’s stunningly simple.
Roshi asserts that we all are essentially a collection of personalities or voices, if you will. We tend to become identified or attached to many of these voices without really being aware of them. They speak us more than we speak them.
For instance, some marketing voices you may be familiar with: Controlling, Procrastinating, Fearful, Confused, Struggling, Don’t Know How, Don’t Have Time, Must Do it Right, I’m Not Worthy, I Can’t be Rich, I’m Not Marketing Type, This Won’t Work, I Can’t Succeed.
Roshi doesn’t recommend you try to get rid of these voices, but to accept them and get to know them by dialoging with them.
But perhaps more importantly, you can get to know and dialogue with your more expansive voices as well: Allowing, Proactive, Fearless, Clear, Ease, Know How, Have Time, OK to Do it Wrong, I Am Worthy, I Can be Rich, I Am the Marketing Type, This Will Work, I Can Succeed.
This is not about affirmations. Far from it.
It’s an exploration where you discover new worlds that were already there but inaccessible to you. The key is for a facilitator to simply ask to speak to that voice and for the voice to answer.
Let me give you an example. Let us take a voice that may not be in your everyday experience, but that is right there for everyone, ready to express its truth. We’ll call it Big Mind Marketing.
Facilitator: May I please speak to Big Mind Marketing?
BigMind Marketing: Speaking, I’m here. How can I help you?
Facilitator: What is your purpose, your job as Big Mind Marketing?
BigMind Marketing: My job is to communicate true value to the world in a clear and authentic voice. My job is to get the attention of those who could benefit from my services and demonstrate the difference my service will make to them.
Facilitator: Aren’t you concerned that most marketing is seen as hype, as dishonest, or at least as stretching the truth?
BigMind Marketing: Some people see marketing that way. But that’s not the way I see it. And if I worry about that I’ll just get distracted from my true purpose. And that’s to make a lasting contribution.
Facilitator: Isn’t marketing self-serving, though? Isn’t it to enrich yourself, more that others?
BigMind Marketing: It’s an honest exchange. Yes, you trade your expertise and time for money but ultimately it’s about forming mutually rewarding relationships. A service that is high quality and provides something that is needed by people is worthy of communicating about. Hype isn’t needed, but clear and honest communication about the value is.
Facilitator: What about word-of-mouth marketing? Isn’t that the best?
BigMind Marketing: It’s very important. But to get word-of- mouth business you also need to communicate about your services with clarity, and demonstrate to your clients why it’s a benefit if they direct their friends and associates your way.
It becomes what someone dubbed a “virtuous circle” where value is given and received and those who receive naturally share. Then you facilitate the sharing to make it easy for your clients.
Facilitator: Doesn’t marketing one’s professional services take a lot of time, effort and money? How can someone really make it work for them?
BigMind Marketing: If you’re committed to the value of your service, you’ll find the time to communicate about it. Ever notice how someone who is authentically excited about what they are doing is naturally magnetic? Marketing isn’t about pushing something down someone’s throat. When you are speaking from Big Mind Marketing, it’s less effort and takes less time.
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