by Andrea Adler
The Tao means “The Way;” a journey in which every step has the quality of innocence and perfection.
This is the essence of the Tao –– effortless movement.
This is also the Way we can learn how to market our gifts. We
can also apply these principles to our every day lives.
The Tao of Marketing is an art and a science; it is a divine practice, a
synthesis of interconnected ideas that work in unison with the visible
and the invisible, manifesting a profound alchemy. No longer do we
have to force our way into people’s hearts with our products and
services. No longer do we have to push and pull, be manipulative and
coercive with our outreach. By imbibing this spiritual approach to
marketing, we can begin to traverse a new landscape–– one that soothes
the heart, the spirit and allows us to stay in our integrity with who we
are, at the core.
When the context of our public-relations efforts is in alignment
with our content and we understand that we have a moral and social
purpose to uphold, when we understand that emotional connection is
the true driving force behind good marketing and that we don’t have to
manipulate our content to get our audience’s attention, then the words
public relations and marketing will no longer be greeted with hesitation
or negativity. Instead, operating from the Tao of Marketing concepts of
wholeness and integration, our mindful outreach will be understood
as a crucial part of making our offerings known, and people will feel
inclined to explore the messages in the materials that we create.
Nevertheless, before any marketing materials, before any marketing
strategies, there is a journey to be taken inside ourselves first. It is our
connection to source –– the indefinable place where all thoughts and
actions arise and subside, where pure intelligence reveals itself and
bestows upon us wisdom and light.
And then as Rumi, the Sufi poet, said, “There’s a push and another
push, the necessary dyings, the ground crumbling that lets wildflowers
The Tao of Marketing is an initiation. There is a quality of being
that takes precedence and a universal plea that invites us to become the
student again; where we adopt “beginner’s mind.”
When an artist steps up to a new canvas, there is a sense of awe,
inspiration, and humility.
When a composer begins a new piece, there is a quality of
vulnerability, an openness, to his or her listening.
To be in the true spirit of the Tao, we graciously drop our ego,
shed the familiar, and enter a doorway through which reinvention can
Once we have taken this step, we find there are blocks to be
removed, changes that need to take place so that openings for new
possibilities can occur.
How we remain open to these changes is an individual
undertaking, to be explored at our own time and at our own pace.
Responding to these changes is an art that can be learned; either from a
living teacher or through our own personal experiences.
How we become initiated into the perpetual magnetism that
draws us deep into the well of good fortune is a mystery I have observed
for the past thirty years.
I have witnessed failures and successes.
I have seen lack of focus, the neediness of greed, and the
willfulness of ego.
I’ve seen generous hearts, the desire to change, and tremendous
leaps of faith.
It has been a fascinating journey, witnessing the decisions we
make as we move through our stages of development. It’s a delicate
We can be stopped by lack of insight and skillful means; or we
can allow ourselves to be supported by the chi, the energy that can
By imbibing the Tao of Marketing, we can manifest this chi more
readily. We can create an outreach that resonates with who we are,
without compromise. We can blossom as whole, integrated beings and
enter into a world of infinite possibilities we never knew existed.
There are many aspects to the Tao. But the most impressive
quality is how it transforms us energetically.
We begin to walk with a different rhythm.
Vibrate at a new frequency.
Speak from a place of conviction.
Move from fear to fearlessness.
From apprehension to one-pointedness.
From rigidity to fluidity.
From ignorance to higher wisdom.
And all along the Way, we are reminded of Rumi’s words: “There’s a
push and another push, the necessary dyings, the ground crumbling that
lets wildflowers come up.”
The initiation into the Tao of Marketing drives us deeper into our own
true nature. Not only that, it expands our relationship with our own
creativity, our business, and the many marketing concepts available to us.
This initiation is not intended to teach us how to compete, but how to think.
This initiation begins with you, and your commitment to allow the
wildflower to push through.
I invite you to partake in this enchanting journey of discovery with me.
Andrea Adler is an international speaker and workshop presenter. She is the founder of HolisticPR.com, the author of The Science of Spiritual Marketing: Initiation into Magnetism, Creating an Abundant Practice and her breakout novel, Pushing Upward, published by Hay House. Andrea is the co-host of Soul Life Radio and travels the world offering workshops and consults with business owners, demonstrating how to integrate spiritual practice and psychological self-inquiry into a fundamental transformation of people’s lives and their marketing approaches.