Marketing, much like Zen, invites simplicity and flow. Yet, many businesses approach it with more complication than calm. From this perspective, dear readers, we’ll explore how to analyze your business and create a marketing strategy that’s both intentional and effective.
We will dive into how you can bring the “beginner’s mind,” spirit of practice, and the wisdom of observing change into the day-to-day of marketing your business.
1. The Beginner’s Mind: Seeing Your Business as It Truly Is
In the practice of Zen, “beginner’s mind” is a phrase which means viewing things with openness and without bias. Another common business-speak for this is “fresh eyes”. In your business, this starts by examining where you are without judgment. You’re not here to fix everything, or replay all of the things you did that didn’t work in the past; you’re here just to see it for what it is. This is important because many business owners approach it from the opposite direction.
Prompts to Start the Process:
- Where does my current business come from? What’s bringing customers through the door; word-of-mouth, referrals, Google search, or social media?
- What services or products are driving the most revenue? A critical look at where your income originates can help you prioritize and let go of less effective options.
- Who are my customers? Identify common traits among your clients. What needs do they fulfill? What about their age, location, or purchasing behavior?
- What am I spending on marketing, and what’s my ROI? Assess your ad campaigns, email marketing, or social media investment. Are they paying off, or could resources be redirected?
Exercise: Getting into Beginner’s Mind Write a list of your top three marketing channels. Now, examine each and rate its effectiveness. Rather than seeking to justify, observe it objectively. Does it bring in the right customers? Could it be refined? Be open to all the possibilities.
“In the beginner’s mind there are many possibilities, but in the expert’s there are few” ― Shunryu Suzuki
2. The Right Practice: Building Your Foundation
Just as Zen practice has posture, breathing, and control, your business needs fundamental systems that support growth. Establishing a solid foundation for your marketing “posture” ensures you’re steady, prepared, and grounded.
Core Elements of Your Marketing Posture:
- Customer Relationship Management (CRM): The foundation of customer relationship management is about understanding who’s coming in, what they’re buying, and how often. This is your “database” or “spreadsheet”, depending on your level of organization. Don’t worry about its form. Just know that it does exist, even if it is just the contacts on your cell phone.
- Website and Online Presence: Think of your website as your “posture” in the online world. Is it easy to navigate? Does it clearly communicate your brand and services?
- Communication Channels: Email, social media, and advertising are your “breathing”—the way you inhale data and exhale brand messaging to your audience. Keep it consistent and natural.
Exercise: Refining Your Marketing Posture Evaluate each of the above components. Is your CRM updated? Does your website load quickly and reflect your brand? Are communication channels delivering value? Address any “misalignments” to ensure a solid foundation.
“If you continue this simple practice every day, you will obtain some wonderful power. Before you attain it, it is something wonderful, but after you attain it, it is nothing special.” ― Shunryu Suzuki
3. Right Attitude: Crafting Your Brand with Authenticity
Zen emphasizes expressing oneself without seeking perfection. For your brand, this means finding and articulating your voice, not merely emulating trends. Authenticity doesn’t just resonate; it builds trust and establishes brand loyalty.
Prompts for Brand Clarity:
- What does my brand represent? Beyond products, what values or promises does your brand make? For example, if sustainability is a core value, do your materials and practices reflect that?
- How do I want customers to feel? Do you aim for them to feel at ease, thrilled, informed, or inspired?
- Is my branding consistent? From website tone to customer service, consistency matters. True authenticity resonates across all touchpoints, from email responses to social media posts.
Exercise: Checking Your Brand’s Authenticity Select three communication channels (e.g., website, social media, in-store experience). Evaluate each for consistency. Ask yourself, “Does this truly reflect who we are?” Identify and work to bridge any gaps.
“Without any intentional, fancy way of adjusting yourself, to express yourself as you are is the most important thing.” ― Shunryu Suzuki
4. The Spirit of Repetition: Embracing Process and Adaptability
Zen reminds us to find joy in repetition, as change is inevitable. For your business, this means continuously refining your approach while being ready to pivot. Rather than seeing repetition as tedious, it’s your opportunity to get better each time.
Action Steps for a Fluid Marketing Practice:
- Create a Monthly Marketing Review: Track which campaigns worked, which didn’t, and why. This isn’t just for record-keeping; it’s for learning and adapting.
- Test New Ideas Incrementally: Instead of sweeping changes, try small adjustments, like a different email style or ad headline, and observe results.
- Reward Loyal Customers and Staff: Celebrating the people behind the process builds motivation and retention. Acknowledgment fuels sustainable growth.
Exercise: Review and Adapt Set aside time each month to evaluate your marketing efforts. Note what worked and what didn’t, identifying at least one small change to test in the next cycle. Over time, this “spirit of repetition” will make your approach both flexible and effective.
“If you lose the spirit of repetition, your practice will become quite difficult. In the spirit of repetition, you will have endless energy to continue. Repetition itself is enlightenment.” ― Shunryu Suzuki
5. Right Understanding: Accepting Change and Growth
Finally, Zen reminds us that change is the only constant. Your business won’t stay the same, nor will your audience. By accepting this truth, you’re more prepared to evolve with the market rather than react to it.
Questions to Guide Forward Growth:
- What’s shifting in my industry? Identify trends, technological advancements, or customer expectations that could impact your business.
- Where are new opportunities emerging? As the landscape changes, so do customer needs. Are there untapped areas where you could expand?
- What old practices could I let go of? Accept that not everything serves you forever. Letting go creates space for innovation and alignment with current goals.
Exercise: Developing a Flexible Marketing Plan
List three goals for the next quarter. For each goal, add one or two “fallbacks” in case your approach needs to shift. This simple plan keeps you nimble, allowing you to adapt while staying focused on your objectives.
“No matter how hard the past, you can alway begin again.” ― Buddah
Conclusion: Marketing with Zen Simplicity
Marketing, like Zen, doesn’t require overthinking or complexity. It’s about finding clarity, practicing intentionally, and embracing growth. With these principles in mind, you’ll find that your marketing strategy becomes as effortless and effective as breathing. And as Shunryu Suzuki once said, “In the beginner’s mind, there are many possibilities.” Keep your business open to those possibilities, and your marketing will follow suit.
