The 3 Things that Gandhi, Mandela, and MLK, Jr. Knew About Marketing

Nelson Mandela is reported to have a presence that, when he walks into the room, you can just “feel it.” Gandhi and the Reverend Martin Luther King, Jr. had similar effects on people. All three of them were at the heart of great movements that helped millions of people, and their names are household words around the globe.

Do you think they might have a thing or two to teach you about effective marketing with integrity? Three things, actually.

It’s clear that the kind of marketing they would teach you would have nothing in common with crass hucksterism, or shameless self-promotion. Yet, their marketing class, at Change-The-World-U, in terms of experience, practicality, and impact, would go way beyond any of the ordinary marketing “gurus” out there.

I wish I could take that class…

But, since they are all on sabbatical, one here on earth, and the other two having a well-deserved vacation up above, here’s what I gleaned from notes I stole out of the trashcan at the end of class the last time it was taught (the class filled before I could register.)

1. Focus first and foremost on what people need, then go to the ends of the earth to serve those people.

When your business isn’t booming as big as you’d like, it’s easy for your own needs to get in the way. But, if you could wipe your eyes and truly see how badly people needed what you have to offer, your heart couldn’t keep from giving.

Gandhi spent the early part of his life travelling through his native India, and when he saw how the majority of the people lived under British rule, he forgot about his own troubles, and set about changing the world. But he never focused on changing the world- he only focused on the people who were struggling, who were in need, and getting them what they needed.

Question: WHO are you helping, and WHAT are they needing help with?

2. Be practical and grounded, make every step count.

Although you can, and probably should, just launch into making a difference haphazardly, most people do. But, once you are in up to your neck 🙂 start to study and learn and apply the most effective methods you can. None of these spiritual masters were neophytes in the world, and all were willing to learn more.

Rev. King knew how to speak for maximum impact. He knew his audience, he knew a powerful speaking style, he knew how to put words together in a way that magnetized, electrified, and motivated one to take extraordinary action. This was not by accident. He learned this growing up.

He was also an astute judge of what was next. He was constantly, with other civil rights leaders, making tactical and strategic decisions about what’s next. There was thinking, planning, and follow-through. The same was true for Gandhi and Mandela- astute, political-saavy statesmen, both.

Marketing your business is very practical. If you understand how marketing works, and you have a structure in place, then that structure gives you the spaciousness to bring in the passion, and get it to the right people.

Question: What’s next? Not only what’s next on your to-do list, but what’s the next aspect of your business that you are going to study, expand your understanding, and apply?

3. Be diligent in your spiritual practice or prayer.

Nelson Mandela treated his prison cell as a retreat. So did Gandhi. All three of these great people were men of faith, and with deep spiritual commitments in themselves.

Why is this so important? The world is a big, scary place. There are many confusing things going on. The only way to sort through it all is to find clarity in yourself, so you can choose your path and your steps with confidence.

If you aren’t clear internally, you won’t be clear in your actions. 15 minutes of Remembrance, or other spiritual practice, can help you avoid hours of spinning your wheels in useless minutiae that distract you from your real purpose: getting help to people.

Question: What challenging situation in your business has you feeling like you are stuck, or in prison? How could you use this stuckness as an internal spiritual retreat, and gain strength, clarity, and perspective while you are in it?

I’ll give you action steps below in Clif Notes from Mandela-King-Gandhi Marketing 101.

Other class notes from Mandela-King-Gandhi Marketing 101

• Get others to help, you can’t change the world on your own.
Look for natural alliances with other business owners who are in related, but non-competing, businesses. Each of these spiritual leaders depended greatly on others help- none of them was a single-person superstar.

Action step: find one person who is a natural alliance person with you, and have a discussion with them about Who you want to help, and What you want to help them with, and brainstorm collaborations.

• Create a supportive community around you.
Gandhi had an entire community he and others built together. Each of these leaders had confidants, trusted people around them whom they depended upon. Who are your trusted community members? Who supports you?

Action Step: Create a mastermind group, or other small group of colleagues who share your values.

• Let yourself be changed.
This is a subtle point, but each of these leaders had a great ability to listen. They didn’t come at the world with a fixed idea. They listened closely, and allowed what was happening around them to change them, mold them, and inspire them into action.

Action step: What events around your business could you listen to more closely, and allow them to change you, and inspire you to action?

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