Eastern philosophy is a rich source of ideas for Western businesses. Marketing professionals in particular can do a tremendous service to their employers by incorporating these five tenants into the way they work and the messages they create.

We’re in this together

Western business is about respecting the hierarchy. You’re above me so therefore your opinion and point-of-view is more valuable than mine. Wrong! Look at Toyota and their incredible post-World War II rise to prominence. Their renowned Toyota Production System (TPS) gave every line worker the ability to stop the line if they discovered an error. They don’t need to wait for a supervisor to see the problem, nor do they need a supervisor’s permission to take action. Empower your entire team and let leadership come from every chair. That’s enlightened leadership and management that saves money and build loyalty.

Nothing is permanent

When companies hit the highest heights, they have a tendency to sit back on their laurels at least for a short time. They often enjoy their hard-earned view from the top a bit too long, or worse they become reluctant to try anything new. The trouble with that attitude is that companies that consistently win again and again are those that adapt and change rather than do what made them successful in the past. (Thanks for that insight, Charles Darwin!) Eastern philosophy teaches us about the impermanence of all states of being, good or bad. The way to remain aware and engaged is to continue to grow and evolve. That’s how we learn whether we’re at the top of our field or not.

How you do something is as important as what you do

Making money and hit products is wonderful, but if we harm people or the planet in the process, our practices aren’t sustainable over time. If you need a cautionary tale, rent the documentary Earth 2100 or read The Lorax. Contrary to popular Western business beliefs, our resources are finite and that includes time, our scarcest resource. They should be treated accordingly.

We are human beings, not human doings

A few years ago I went to a business conference where Deepak Chopra was a keynote speaker. He floated the idea that businesses need to recognize that employees and customers are human beings, no human doings. To build great organizations, we must learn who are our employees and customers are at their cores. What matters most to them? once we answer that question it’s our job to figure out how our products and services help them meet their highest calling. That’s how we engender loyalty and create employees and customers who will be priceless brand champions.

People care about people, not causes

Business is personal. Tell the human stories behind your company’s services and products. Who are the people that work at your company? How have your products and services improved people’s lives? Get specific and get real. Show and tell us about these inspiring stories so that future employees and customers will begin to see themselves in those stories. Make them recognize that you can be trusted and that you are there to help, support, and play an integral part in improving the world we all share. In other words, make your brand human.

Inspiration and enlightenment can come from the most unlikely places. on the surface, Western business and Eastern philosophy may seem worlds apart. What makes businesses stand out from the pack is their ability to connect disparate dots and integrate those dots into their marketing narrative in a compelling and authentic way.