I recently had tea with a friend who happens to be a Mindfulness teacher. I invited her over to share my vision for Oyl + Water and ask her to guide a meditation at our first Mindfulness workshop at the newly opened OW HQ. Being ever mindful, present and thoughtful, she paused and said quite plainly, “I don’t feel comfortable charging money for people to breathe.” Totally, I said. These classes are more than a meditation. They are instructional, and we’ll offer some for free. “And who would we invite?” she wondered. “Is this for prospective clients?” No, I said. It’s for the public. It’s for the people in the neighborhood who would rather pop by for a deep inhale than stop by the bar for a quick drink before heading home. “Got it.” But she was still perplexed.
After a few more clarifying questions, it occurred to me that she was trying to get at something but wasn’t coming right out and asking. She wanted to know what’s in it for me. In answering her unspoken question, I had to share a deeper, meatier layer of my WHY.
But first, a disclaimer:
The truth is that Mindful Marketing is total bullshit. Until it isn’t. It’s lip service and cliché-loaded copywriting. Until there’s substance. The whole idea is just marketing hype. Until it turns all the expectations and limitations of marketing on its head. That’s what we’re here to do, and that’s what I told Ms. Mindful over tea.
Now, back to the meat.
In my quest to understand and apply Mindful practices in my business, I have had two revelations. These small but perspective-shifting insights have changed the way I think about marketing, approach creativity and show up in the world. And they have inspired the evolution of my company.
Sorry, we don’t sell Mindfulness here
Mindfulness isn’t a service. It’s a state of being. It’s not something you can offer to another. It is something you can be for another. It’s not the creative solution. It is the space where creative solutions are born. As a creative-minded, soul-guided, *feminine-paradigm-oriented entrepreneur, I am called to create environments that support others in going to a deeper place so they can get to a higher place. And because I want the world to be filled with creative-minded, soul-guided, feminine-paradigm-oriented people who are deeply connected to their WHY, Oyl + Water will be offering community Mindfulness classes and workshops. It’s not what marketing companies do. But we never wanted to blend in anyway.
You are your own Guru
Mindfulness is about being fully present with what is and inhabiting your own energy. This means resisting the temptation to react, and instead, choose to respond. This requires suspending judgement, of self or others, and detaching from the story that’s on repeat in your mind. This allows for the moment to unfold in completely unexpected and wonderful ways, because you don’t need to control the situation, you just need to practice acceptance of your thoughts and command over your actions. Imagine if offices and governments were run with leaders who did this?
Make room for Magic
Mindful Marekting is only not bullshit if it’s practiced in an environment that stays ruthlessly committed to its WHY, maintains its authenticity and, at the same time, makes room for the magic that comes from a creative, mindful team. This is the secret sauce to ensure you, and your brand, Never Blend In.
*gender-neutral; nurturing, empathetic, community-oriented, collaborative, earth-based wisdom