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Which mechanic will we take our car to? The one that cheats the least. Which plumber will we call? The one who does not invent additional blockages. We have no problem paying for a good service or product; the frustration comes from the feeling that everyone is cheating you, some a little, and some a lot.
In general, what drives all development in nature and in human society is the desire inherent in every entity, the desire to enjoy, or in other words, the desire to exist in balance, comfort, and well-being. Marketing professionals know this very well and try to awaken in us desires for their products and services: “You must have this; it will make you feel really good.” This is how consumer culture developed over generations and grew stronger, but today we can already see signs of a change in direction.
Gradually, the inner desire within people is changing. People are less excited by private purchases and acquisitions and are more drawn to meaningful connections. This is a transitional period. Eventually we will reach a state in which the most powerful fulfillment will be felt in positive human connections, and the need for such a connection will determine what happens in markets and in the development of products and services.
Why is this happening? Why now? It is because evolutionary forces are pushing the human species to function as one integral system. This is also why the world is becoming increasingly interconnected, mutual dependence is growing, and all of us find ourselves in the same boat. In the end we will have no choice but to learn to live together with consideration, reciprocity, and complementarity, or we will all sink.
Organizations that are able to recognize the trend of development toward full integrality can begin already now to adapt themselves to the new environmental conditions.
In practice this means learning, practicing, and implementing the integral method among the people within the organization. It is a deep and long-term process whose goal is to give each individual and the organization as a whole new senses and a new approach.
As more and more people acquire an integral approach to life, organizational strategy changes accordingly, including its marketing policy. The overarching goal becomes promoting integral connection between people, contributing our unique role to strengthening everyone’s positive connection.
As an integral organization we will need to explain to the public our special attitude toward them and why we truly aspire to act for their benefit. In doing so we will nurture the desire for connection that is beginning to awaken within people today, guiding and developing it. The connection that will form between us and our customers will fill both them and us with satisfaction at entirely new levels.
We will explain that the feeling that a customer enjoys the product or service we provided is our main profit. In an interconnected world, profits will no longer be measured only in dollars but also in “calories of happiness.” The more the customer’s enjoyment warms our hearts, the greater our success will be considered.
Therefore, from the earliest stages of developing a product or service we will involve our customers. After all, we work for them and want them to truly benefit, like a mother who tries to cook various delicacies for her beloved children. She checks that every bite will indeed be tasty and enjoys seeing them eat. Their warm response is also important and creates a mutual circle of enjoyment. Ultimately, within this interaction lies the whole promise of our good future as individuals and as a society.
This clearly represents a fundamental shift in perception, and therefore we will need to publicize it and explain its underlying integral principles. In doing so we will become not only a business organization but also a social and educational one, helping advance the environment in which we operate into a new and better world.
When a customer purchases a product from us, it is important that they are satisfied not only with the product itself but first and foremost with the positive connection created with them. Even if the customer does not tell anyone about it, the feeling they transmit will immediately be sensed as a positive “wave” within the general network of connections that is emerging in the world today.
Whether we want it or not, the connection between all of us operates beneath the surface and influences everyone. Therefore, even a single positive interpersonal interaction adds a positive charge to the network. In other words, every warm interaction with a customer acts like a positive power supply for the entire network.
We can try to see how this method works. The moment we create genuine and positive relationships with even one customer, we will suddenly discover that additional customers are drawn to us and prefer to buy from us rather than from others. Even if they cannot explain why they chose us, they will feel a positive inner inclination toward us.
One could discuss this topic and its many aspects at great length, but here we will summarize with one insight: in the world we are evolving into, products and services will serve mainly as a platform for creating harmonious human connections. That connection will fill our sails with a new spirit and give life much more flavor.
Based on “New Life 111 – Marketing Strategies for the Future, Part 2” with Kabbalist Dr. Michael Laitman. Written/edited by students of Kabbalist Dr. Michael Laitman.