What I Learned about Marketing from Baba Ram Dass

At heart, I am a writer. Many of my colleagues, clients and friends are struggling — what should they write to their clients and friends in this time of fear and anguish? Should they write at all? Is marketing now a four-letter word?

I’m going to go back to the 60’s and share an idea.

The idea comes from Baba Ram Dass, an American spiritual teacher and psychologist. He was born Richard Alpert.

As part of his life’s journey, Ram Dass traveled to India and studied Eastern spirituality, yoga and meditation with guru Neem Karoli Baba, who gave him his name. His best-known book is “Be Here Now” (the title inspired by a George Harrison song).

“Be Here Now” is a guide book to, well, be here now.

Let’s take a garden walk for a minute. I promise the paths will intertwine.

The marketing world advises us to “be authentic” in whatever we write today. I’ve heard it so many times that it has completely lost its meaning. Is it the headline, Now More Than Ever? Is it a prospecting email?

I’m not going to sneeze (or cough) on any one of these because I see them as honest attempts to come to grips with staggering uncertainty. The vast majority of us are good people who are trying their best. At best, these can be spontaneous art.

Though, I do fault some who have a history of misbehaving and now put on a clean white shirt. Authentic may have lost its meaning but disingenuous hasn’t.

The idea here, and the intersection of these thoughts, is to lead with your heart. Write what you know is right. Think kindness and compassion. Think how we get to tomorrow.

Most of all, do not be silent. Be here now.

By the way, Ram Dass means “Servant of God”. And that’s for all of us.