Lynn Serafinn explains how viewing ourselves as separate from each other can damage the entire social system–including ourselves. An excerpt from The 7 Graces of Marketing: how to heal humanity and the planet by changing the way we sell.
Quantum physics has taught us that there is no such thing as objectivity in the physical world. All things are part of the same stuff. The scientist cannot observe reality without taking into consideration his own presence within that reality. The impact we create upon the world around us will inevitably impact us as well, because we are part of the whole, and not separate from it.
These same scientific principles can teach us a great deal about old school marketing versus a new paradigm for holistic, connective marketing, which I call the ‘7 Graces’ model. When we look at the two, we can see that they each parallel the cosmological view of their respective eras. Old school marketing comes from an age where most people had a mechanistic view of science, where objectivity was at the foundation of their belief system, and the world was a place of measurement, linear sequences, logic and observable cause and effect. Our 7 Graces model is born of an era in which the cause and effect of science has yielded to a holistic view of systems and inter-relations, where linearity is blurred (if it exists at all) and both the observer and the observed must be taken into the equation of one’s results.
To put it more simply:
- In old school marketing, the marketer believes he is standing ‘outside’ his audience, and views that audience as ‘the target’. As such, the relationship between marketer and audience cannot help but create imbalance and disconnection.
- In this new paradigm, the marketer now views himself to be part and parcel of the very audience whom he is addressing. The audience are ‘his people’ and he is related to them via common values and mutual respect. As such, their relationship cannot help but create (or restore) balance and connection.
Back when I worked as a college director, I couldn’t count how many times I heard teachers complain ‘the system’ was a mess. They would always say, ‘the college thinks this,’ and ‘the college thinks that.’ What they failed to see was that they were the college. They were part of the system. We are always part of the system. We are connected to the system.
If we influence another entity, for ill or for good, we are not only influencing that entity, but the entire system. And when we inflict harm upon any part of the system, we are also harming ourselves because we are inseparable from that system. It stands to reason then:
If we approach marketing from the perspective that we are separate, and our aim is to exploit another being for our own gain, we are damaging the entire system including ourselves.
Given the weight of all the scientific and philosophical evidence, marketers have no more excuses to regard the public as separate, exploitable entities, falsely believing they will escape from the impact they themselves are creating. It’s not a threat. It’s not dogma. It’s not ‘woo-woo’. You might call it karma, but it’s also science.
The age-old ‘Golden Rule’ says, ‘Love others as you love yourself.’ But unless we see we ARE the other, this can at best be lip service. It is only through connection to Self, our business, our audience, the planet and everything else in the system we call Creation, that businesses and marketers can begin to render true service to the world, and hopefully begin to restore the balance that has be so deeply disturbed as a result of worldwide industrialisation over the past two centuries.
Connection is one of the 7 Graces of Marketing.
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The 7 Graces of Marketing: how to heal humanity and the planet by changing the way we sell, by Lynn Serafinn, where you can learn how the 7 Deadly Sins and the 7 Graces impact the world through media and marketing. You can receive 7 MP3 audios from the 7 Graces Telesummit (with 20+ guest speakers) when you buy the book from the link above.
Brit Writers Awards Finalist
eLit Book Awards Silver Medal in Humanitarian & Ecological Social Issues
Tweep-e-licious: 158 Twitter Tips & Strategies for Writers, Social Entrepreneurs & Changemakers Who Want to Market Their Business Ethically, by Lynn Serafinn, which can help you learn how to create meaningful collaborations through Twitter and other social media.
eLit Book Awards Bronze Medal in Business and Sales
Get instant access to a free 90-minute Twitter marketing class at http://tweepelicious.com
LYNN SERAFINN, MAED, CPCC is a certified, award-winning coach, teacher, marketer, social media expert, radio host, speaker and author of the number one bestseller The 7 Graces of Marketing — How to Heal Humanity and the Planet by Changing the Way We Sell and Tweep-e-licious! 158 Twitter Tips & Strategies for Writers, Social Entrepreneurs & Changemakers Who Want to Market their Business Ethically. She is listed in the Top 20 of the Top Marketing Authors on Twitter by Social Media Magazine and was a finalist for the prestigious Brit Writers Awards. She also received the eLit Book Awards Silver Medal in Humanitarian and Ecological Social Affairs, as well as the Bronze Medal in Business and Sales.
Lynn’s eclectic approach to marketing incorporates her vast professional experience in the music industry and the educational sector along with more than two decades of study and practice of the spirituality of India. Her innovative marketing campaigns have produced a long list of bestselling non-fiction authors through her company Spirit Authors. Lynn is also the Founder of the 7 Graces Project CIC, a not-for-profit social enterprise created to train, support, mentor and inspire independent business owners to market their business ethically, serve society and planet, and restore all that is best about humanity.
(not just for Londoners, as we meet also on Skype)