America's Genius

Man-oh-Man is there a lot of tension these days in the political arena! The fights taking place in Washington D.C., and throughout the country, are something to behold. They really get people fired up, and understandably so. When it's all said and done, politics is about values. And, in that way, it's very much like marketing. As marketers, what we do is we deal in values. So strongly are products a reflection of our values that we often integrate brands into our very personalities. We need look no further than an old bumper sticker I once saw. It said, “I would rather push my Chevy than drive your Ford.” Realistically, the difference between a Chevy and a Ford isn't all that great. But Ford people are Ford people, and Chevy people are Chevy people. And that's just the way it is.

The distinction between Republicans and Democrats isn't all that different. And I wanted to write a post to remind people that, in the battle between the R's and D's, there is no right or wrong. It's all just an argument about the relative values of the different sides. There's no need to get so heated as to hate the other side. Different people are entitled to different sets of values. That's a big part of what makes American so great, isn't it? It's the melting pot, right?

In fact, Peter Drucker once wrote an essay titled, “The American Genius is Political.” Remember, Drucker was born in Austria and voluntarily emigrated to the United States. He was the consummate student of America. And, the US Constitution was one of his all-time favorite documents. Peter's prose is usually so elegant that I figured I would simply quote a passage verbatim.

“The genius of the American people is political. The one truly saintly figure this country has produced, the one name that symbolizes the “fulfilled life” to most Americans, the one man whose very life was dedicated toward directing human activity onto a higher goal, was a politician: Abraham Lincoln.

“The phrase which since early days expresses the essence of their own society to Americans is the political promise: the “equal chance of every American boy to become President.” One only has to translate the slogan – for instance, into a promise of “equal opportunity for every boy to become Prime Minister” – to see by contrast that it is uniquely American, and this is not because the promise of equal opportunities in itself would be absurd, but because the political sphere is the meaningful sphere of social values only in this country.

“The American nation itself has been formed out of a multitude of diverse national traditions not by imposing on the newcomer a uniform religion, uniform customs, a new culture – not even by imposing on him the American language. It has been formed by imposing on him a common political creed. What makes the immigrant into an American is an affirmation of abstract political principles, the oath of citizenship in which he promises to uphold “the republican form of government.”

“Above all, the meaning of this country – what it stands for for Americans themselves as well as for the world – is a political meaning. It is a form of government, a social order, and an economic system that are equally in people's minds when they praise America and when they condemn her. And when Americans sing of their own country, they sing of her – in the words of our most popular anthem – as “the sweet land of liberty,” which would hardly occur as a definition of one's country and as an avowal of one's identification with it even to the most ardent of European liberals.

“We have to go all the way back to Rome of Augustus with its concept of “Latinitas” to find a society that so completely understands itself in political terms as does the United States. Yet Latinitas was wishful thinking and never became reality, whereas the political meaning of the United States furnished its essence: its ideal personality, its promises, its power of integration and assimilation. That the American genius is political is therefore the major key to the understanding of America, of its history, and of its meaning.”

Powerful stuff! Have you seen the movie Lincoln? I really enjoyed it. Daniel Lewis did an excellent portrayal of Honest Abe. As you probably know, the movie is based on the book Team of Rivals by Doris Goodwin. In the book, Goodwin writes the following, “In the only country founded on the principle that men should and could govern themselves, where self-government dominated every level of human association from the smallest village to the nation's capital, it was natural that politics should be a consuming, almost universal concern.”

Some people choose to tune politics out and others choose to get involved. If you choose to get involved, and participate, I'd like to point out one simple observation. The other side isn't evil, and they aren't destroying America. Indeed, it's these political wranglings that had made America what she is; the greatest country on Earth.

Yes, politics is a lot like marketing in that it deals in values. And because values are so deeply held, they often stir up strong emotions. So, if you choose to get involved in the political debate take a page from the marketer's playbook. Marketers are often studying influence and here's one thing I'm rather certain of; you can't influence someone after calling them dumb or evil. Would you like to bring some people over to your side of the political divide? How about trying to understand them, rather than change them? After all, perhaps the best way to be persuasive is by not trying to persuade. Like most high-level stuff, that's a paradox, isn't it?

When the student is ready...

“When the student is ready, the teacher will appear.” Have you ever heard that saying before? What do you think? Is it true? I definitely believe that it is true. A lot of people credit Buddha with the saying but, apparently, that isn't the case. The statement appears to have come from The Theosophical Society. But that's neither here nor there.

The point of this post is to give you a couple personal examples. As you probably imagine, I love books and I love reading. I believe it's wise to remain a student for life. That wasn't always the case. For years I thought I had it all figured out and it caused a lot of problems in my life. One day I realized that I needed to learn new stuff. I needed to go back to my student days.

Before long I was spending lots of time in places like the library and Barnes & Noble. In my line of work, we sell a product that is, essentially, an insurance product. I needed to train people on what we're doing, and I was struggling to find a good explanation. The student in me was in full bloom. I kept wrestling with questions about the essence of our product line. I was beginning to realize that it was all about the power of the group. It was all about buying power.

Individually, we have no where near the buying power that we do collectively. I was beginning to realize that insurance is simply group-purchasing. It's a form of Other People's Money or OPM. When we people pool their money together, they are able to purchase services that they couldn't have afforded on their own. And that's when the teacher appeared.

It was a hot July day in Huntington Beach, California and I had just walked into the Barnes & Noble on Beach Boulevard. I could smell the velvet aroma of brewing coffee, and could hear the buzz of capitalism, as registers opened and closed. Even more satisfying was the relieving hum of the store's air-conditioner. Thankful for the respite, I the walked towards the business section to post-up at my usual diggs.

You see, I love puzzles, they're one of the few things that can keep me off the beach. One way to look at it is that book stores are full of teachers. As I walked toward the shelves one book, in particular, seemed to be staring at me. As I got closer the cover began to come into focus. The only book that had my attention was this one: OPM

Now, I had been at that store a million times and I had never seen that book. It was kind of freaky. I think this is one dimension of fate or destiny. In life, what we pay attention to largely determines how things turn out.

A very similar experience happened at yet another Barnes & Noble. I had been doing some sales and marketing training and I was having a great time with it. But one puzzle constantly surrounded me. You see, a lot of people think that sales and marketing are basically the same thing, or at least very similar. But Peter Drucker disagrees. He says they are, in fact, opposites. Now, that is a rather challenging idea. Indeed, it's a puzzle.

Drucker was ever the contrarian and I was fascinated by the counter-intuitive nature of his statement. It made me wonder, what is selling? What is marketing? And, are the two similar, or are they indeed opposites? I happen to remember that this was during the winter time. The reason I remember the season is because I had strolled into the Barnes & Noble, in Costa Mesa, California, bundled up in a heavy jacket.

At this particular B&N, there at Metro Pointe, the books are mostly located on the second floor. I walked past the magazine rack and went up the escalator. I made a U-turn and breathed deep, to take in the finer notes of espresso, as I passed the cafe. As I got to the book rack my eyes began a rapid scanning that would make most gamers proud. But it only took a few moments until I was transfixed on the following book: What is Marketing?

Needless to say, I immediately purchased the book and consumed almost all of it in one sitting. Today, I have a pretty good understanding of OPM and marketing. But that's not the point. I guess, in some ways, what I'm ultimately trying to dispel is the myth of the secret. When trying to sell (or is it market?) a book, authors often use the word “secret” in either the title or the subtitle. To many people the word secret is nothing less than catnip. But I don't believe there are any secrets, there's just stuff you aren't paying attention to. Don't get me wrong, people do keep secrets. But these are secrets about specific actions, usually inappropriate behavior.

I've always wanted to write a book titled, “Secrets of why people are always selling secrets.” With secrets in the title, twice, how could it not be a best-seller? (or is it best-marketer?)

Teachers are all around us. Of course, part of the problem is that a lot of them are so much hooey. Deciphering which are the real teachers takes time and practice. But I'm certain, if you remain a student and hone your radar, the right teachers will manifest themselves.

The secret is...

...there are no secrets. This is a paradox that just needs to be said. And it kind of makes me giggle. Because a lot of people seem to be looking for secrets. Listen, if someone says they possess secrets, they're trying to sell you something. And, I can say that because I'm pretty sure, if you're reading this blog, you aren't looking for secrets.

I was torn as to whether or not I should write this blog post. Because I am all too aware of the advice, “If you can't beat 'em, join 'em.” And so I wonder if I'll ever sell secrets. Maybe someday. I mean, I most definitely am a salesman. I love selling and I'm well aware of its importance. I just wonder if we have to use such cheap shortcuts.

It seems like you can hardly pick up a book, at the bookstore, that doesn't have the word “secret” on the cover. And, lest you think I'm totally naive I'd like to quote a well-known author who said, “What most people don’t realize is that the authors of books have complete 100 percent control over what’s between the covers, but no control whatsoever over what goes on the cover. The cover is the company’s marketing piece.” By company he was, of course, referring to the publishing company. So, I understand the game. It just frustrates me. It just strikes me as a little too manipulative.

Don't get me wrong, I know there ARE tons of secrets in this world. But they are secrets about behaviors not principles. When somebody does something wrong, or something they're not proud of, of course they would want to keep it a secret. And, as the whole Edward Snowden thing unravels, we're reminded of the intelligence community's deserve for secrecy. But, again, what they're keeping secret are actions. Like spying on the chancellor of Germany and things of that nature. Everyone knows it happens, but the CIA doesn't want to admit it. It just puts egg on the face and takes away their favorite device, plausible deniabilty.

My complete quote should go something more like this, “The secret is, there are no secrets. There's just stuff you don't know.” I once heard a pithy joke that said something to the effect of, “If you want to hide something, put it in a library.” Silly but kind of true, wouldn't you say?

All of this secret crap really came to a head in 2006 with Rhonda Byrne. Listen, I watched The Secret, and I liked it. It did remind me to utilize the power of visualization. Visualization is a good thing, but it certainly isn't a secret. Instead of “The Secret” it could have been called “The Principle of Focused Effort.” But we both know it wouldn't have sold with that title. I think the worse part about it is when she called it The Law of Attraction.

If you are a big fan of Ms. Byrne's work, I hope I haven't offended you. I'm just calling it the way it is. I understand the marketing angle. By suggesting she has a “secret,” that is a “law,” she is giving a guarantee of sorts. Isn't that right? The "Theory of Attraction" doesn't said as certain, does it? To say that it's a law is an attempt to say the idea is immutable. That it's written in stone. That it's guaranteed. The problem is, if it doesn't work for you, you must be the defective one. I mean, if it's a law, your failure can't be the fault of the law, it's a law. What hogwash! Success is way too fickle to be guaranteed. If it were truly a law then more people would do it.

I realize this post might come off as whiny or negative or whatever. And that is most certainly NOT the point. My intention is to be helpful. If you spend too much time (heaven forbid your whole life) looking for secrets, you're going to be disappointed. I think it's better to commit to being a lifelong learner. Then, you'll come to know the real secret, when you haven't been able to find one. As TS Eliot famously said, "We shall not cease from exploration. And the end of all our exploring. Will be to arrive where we started. And know the place for the first time."

Happy New Year. Let's make it a good one!

Book Review: The Divided Mind

This is an overview of the book The Divided Mind by John Sarno

Sarno's bio: Dr. Sarno is a graduate of the Columbia University College of Physicians and Surgeons. Currently Sarno is Professor of Clinical Rehabilitation Medicine at the New York University School of Medicine.

Key point: The vast majority of chronic pain disorders are psychosomatic in nature. Stated differently, most afflictions that cause persistent physical pain are caused by the mind. They are mind/body disorders.

Webster's dictionary defines psychosomatic as, “Of, relating to, involving, or concerned with bodily symptoms caused by mental or emotional disturbance.”

Now, that key point is quite the claim! And a lot of people have a problem with it. But this post, and this book, are for the big boys and girls out there. Sarno's main area of study is on a condition he calls tension myositis syndrome or TMS. Included in the category of TMS are chronic back, neck, and limb pain which are not relieved by standard medical treatments. Sarno includes other ailments such as GI problems, dermatological disorders, and repetitive strain injuries under the label of TMS.

While Dr. Sarno works at a very prestigious institution, his work is considered outside the mainstream. Sarno states clearly, and up front, that he does not have hard data. But what he does have is years of clinical studies and mountains of case work to support his thesis. The mind is very complex and we are barely scratching its surface through scientific analysis. A lot of people disregard with Sarno’s conclusions because the conclusions cannot be directly quantified. But, difficulty measuring things inside the brain is a product of the inadequacy of our instrumentation. It is not a disproving of the phenomenon.

Sarno claims that knowledge about what is happening inside the mind/brain is all that is necessary to cure TMS. In particular, Sarno says that TMS is the result of unconscious rage. The book clearly states that Sarno is building off the work of Sigmund Freud. Freud is arguably the most famous psychologist of all time, I'm sure you have heard of him. The phrase “Freudian slip” is used in everyday language.

To make sense of all this TMS stuff, we need a little discuss of the architecture of the brain. Though far from perfect, Freud did lay an amazing foundation for psychology. Freud said that the mind is made up of three components the: Id, Ego, and Superego. Somehow modern language has made the Ego a bad thing. But for Freud, the Ego was the part of the brain that keeps the Id in check. Keeping the Id in check is very important if we hope to exist, even thrive, living in societal structures.

You see, the Id is the child-like part of the brain. It is selfish and dependent. The Id creates the primitive desire to have what it wants when it wants it. The Ego evolved, according to Freud, to keep those desires in check. The reality for humans is that we are, and must be, social creatures. No society of people dominated by the Id would last very long. The Ego keeps the Id subdued.

Briefly, the Superego is concerned with the loftier concepts of being a good person, altruism and the like. The Superego does not play much of a role in Sarno’s book. So I will not spend any time on it.

Freud contended that humans suppress many undesirable thoughts, inclinations, and emotions. The Id is the domain of such thoughts. Sarno comments that the unconscious mind believes it would be too painful for the conscious mind to reflect on such deep, dark territory. So, in an attempt at self-preservation, the mind deflects attention by creating the various forms of TMS. Sarno says it is the Ego which is responsible for the psychosomatic illnesses that have become so prevalent in our society. If we are focused on our back pain, we have little attention left to consider deep, repressed, emotional turmoil. In particular, Sarno points to the role of unconscious rage and anger.

When a patient addresses their physical disorder, with medication and/or surgery, the pain may go away. But an interesting effect, called the symptom imperative, usually kicks in. The symptom imperative occurs when a person addresses a psychosomatic illness with mechanical (as opposed to psychological) techniques. The results of such an intervention is that the mind will simply create another ailment in the body. So, maybe a person has back surgery to deal with a herniated disk. But before long, that person develops Carpal Tunnel Syndrome, or something else.

This is an interesting idea and it might allow you to test Sarno’s theory. If you had chronic pain and treated it with pills or surgery did another, possibly unrelated, symptom pop up? The people I have spoken with say yes!

Many people have a hard time accepting that their problem is psychosomatic. Because to do so means you must accept that you, or at least your thinking, are the cause of the problem. That thoughts and feelings in the brain can elicit a physical reaction is without doubt. Get scared and your heart will probably race or you may feel sick to your stomach. Those are psychosomatic reactions. When we get embarrassed our cheeks turn red. Again, this is a mind-body interaction. And, it is not a conscious decision. It is automatic.

Another reason people are hesitant to keep an open mind, with Sarno, is because it can be hard to accept the premise, that simply acknowledging a phenomenon's existence, is sufficient to fix it. And, that is precisely what Sarno is suggesting.

Sarno says that all it takes, to heal your chronic pain, is to internalize the knowledge he is putting forth. This is where things get really interesting, deep, and complicated. If you were to believe the argument, as it has been constructed, then consider the following. If chronic pain is the mind’s way of keeping you from consciously experiencing and addressing repressed thoughts and feelings, then wouldn't it make sense for the mind to keep you in doubt about a book such as Sarno’s, which endeavors to reveal what the mind is subconsciously doing? Tricky stuff, isn't it? But, I think we all know the person who most needs to hear a message, often strongly resists that very message.

So the solution, according to Sarno, is quite simple. Knowing what our subconscious is up to is sufficient to gain relief from our psychosomatic disorders. All of our negative emotions can cause TMS. A lot of people recognize that their back hurts more when they're stressed out. But, Sarno points to anger as the emotion most responsible for psychosomatic illnesses. If Sarno is correct then we should be able to make a prediction. Here is the prediction. If you know somebody who has fibromyalgia, carpal tunnel, sciatica, or anything like that, chances are that person has a temper or other emotional turmoil. Think about it. Is Sarno correct?

Let me end by being very clear about one thing. The diagnosis, of TMS, is NOT blaming the victim. The patient, in no way, chose to develop the symptoms. As I said earlier (with the scared reaction) the brain generates automatic, unconscious reactions to things. It is definitely not the patient's fault. But, there are things the patient can do to get relief.