Selling snowballs to Eskimos

There’s a fundamental law of economics: People will purchase things they feel they need. No perceived need=No demand=No sale. The entire economic engine begins with that fundamental understanding. The next principle that emerges from that one is that demand must be stimulated. People may actually have a need but are not aware of solutions. Or, no, actually, there is no need, but instead, there is a want. 

That’s where marketing and advertising come into play. As an ex-marketing man, I understand both of these building blocks, which are foundational to economic success. If I wanted to create a commercial success, it was first necessary to persuade someone that what they experienced as a want, was actually a need, and the best way to do that is by telling half-truths. 

I have never seen a successful marketing campaign that told the whole truth. Instead, marketing people dwell on the part, which appeals to people they wish to convert and intentionally avoid discussing the downside. The downside always comes along for the ride anyway, and often times that downside becomes apparent later, but by then, the sale has been made, and it’s too late to get your money back. There is no such thing as any product or service that is 100% good. In our ignorance, we are easily hoodwinked into being sold a bill of goods that looks to be without flaw.

I am no longer a marketing man. I am now a spiritual man. So what in the world does this have to do with spiritual matters? Simple: Snowballs. The most fundamental of all sales jobs is to persuade people that they are inadequate, in any and every way. If that can be done, then the rest is a piece of cake. What we believe about ourselves, fundamentally, lays the ground for everything that follows. If I think I am inadequate, then I will be open to making choices and buying things I don’t need but believe that I do. Nobody is going to be vulnerable and want to buy things when they are already adequate. That would be nuts. So the first task is to bring adequacy into question.

Fundamentally, that is what commercial life is all about: nothing more. Virtually from birth onwards to the grave, we are being sold a bill of goods about being inadequate. We are Eskimos with plenty of snowballs but are being duped into believing that we need more. If you want to put that into a spiritual context, try this on for size: “Like one in water crying, ‘I thirst!’ Like the son of a rich man wandering poor on this earth we endlessly circle the six worlds.” 

That piece of wisdom comes from a very famous Zen Master (Hakuin Ekaku). If you prefer the same message from a Christian context, try the story of the Prodigal Son, who wandered away from his birthright of splendor and ate from the trough of pigs. And if you wonder how this might translate into the economic context of today’s world, click here and watch a humorous yet insightful summation of the challenges of our world today: The growing gap between the ultra-wealthy and the rest of us, international trade wars (for that matter, any war), an out-of-control Federal Debt, global climate change, massive world-wide immigration problems, restructuring the fabric of nations, the corruption of cherished values (such as telling the truth) and how our freedoms are compromised.

The half-truth of life is that we are inadequate. The whole truth is we are inadequate, and we are also adequate and complete already, at the same time. Both of these are true together. Neither is true alone. That’s the whole truth, and when we realize this whole truth, then only do we cease lusting for what we have already.