Cartoon (c)Mark Stivers www.markstivers.com
1. Present Buddhism as a way to think about life, rather than a religion.
Even some of the most "non secular" Buddhist organizations still feel "religiulous" to an outsider, with images of deities, mandalas, Buddhas, and chimes. While these may be important elements of ritual for some, and just plain awesome and inspiring for those with a deeper practice, the core practice of Buddhism - sitting down and noticing your thoughts - can be practiced even sitting alone under a tree. Or so I've heard. It requires nothing, no equipment, and no ritual.
The running craze took off in the early 70's because of two simultaneous things - Dr. Kenneth Cooper's widely and well-received research on the benefits of a regular practice of cardiovascular excercise, and the easy and cheap availibility of running gear thanks to Bill Bowerman (Nike). It was considered great excercise that anyone can do anywhere, and tens of millions of people have become regular runners. It would not be hard for Buddhism to achieve the same kind of cultural trajectory. Running had to shed its trappings of grueling track miles and spiked shoes and coaches to penetrate the mainstream. Buddhism may have to do the same.
2. Lose the Buddha
Sure the whole thing is named after the dude and inspired by his teachings. But just as Jesus Christ didn't mean to have his crucified image used as a weapon of mass distraction, neither did Buddha intend for his smiling image to become a symbol of whatever it's meant to symbolize. When most folks see Buddha, they see a foreign and unfamiliar face that speaks of mysterious eastern religions - oooooo, Buddhists. Buddhism in America is at the long end of the initial boom sparked in the 60's among intellectuals and artists who craved that elite connection with the east. Now it's time for Buddhism to be cool just because regular contemplative practice is cool - it means you know better who you are and how to be in the world. Image is everything, and unless we figure out a way to make the image of the Buddha hip and cool, we'd be better off figuring out some other way to present the techniques without the awesome smiling face of our Eastern inspiration.
3. Push the benefits, price, and ease of use
People love getting amazing returns on their time and money. Buddhism is free, takes only 10 to 30 minutes a day depending on the depth of your practice, and delivers benefits far beyond anything you can imagine. Peace, compassion, insight, stress reduction, healthier minds and bodies - all can be had from a regular practice of sitting meditiation. Yes, the benefits are interdpendent and affect others around you, but people get hooked based on the benefits to themselves. Make it clear that it's accessible and useful for everyone, no matter income level, education level, or where you live.
4.Accessorize
Buddhism can be presented as the ultimate lifestyle accessory. It doesn't matter if you're Christian, Jewish, Muslim, or practice no organized religion - Buddhism is mind-science that complements and accessorizes any other spiritual or philosophical technique. With the right branding and advertising Buddhism can be the iPod of philosophies, cool first then avilable at WalMart three years later.
Prosletyzing Buddhism and telling people they "should" do it is counter to the very nature of the practice. But embracing smart techniques for making it relevant to contemporary life as a philosophy that anyone can get into, because the philosophy IS the space between your own thoughts, seems right on the money.
Maybe the brand is (Mi)ndfulness? or BeHere?
What other ideas are there for making Buddhism broaden its appeal? Does the thought of Buddhism being as available as an iPod at WalMart make you cringe or make you excited? Why?
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"embracing smart techniques for making it relevant to contemporary life" - that was one good point I found here, though I couldn't find any good techniques offered in this post. Super Sizing Buddhism for the masses isn't the right approach.
I see no problem with branding your own contemplative practice. If one divorces Buddhism from the spiritual and religious roots, dropping all iconography, monastic practice, precepts, etc..., fine. At that point it is not Buddhism anymore, it is something else. Toni Packer went that way long ago in the spirit of Krishnamurti after many years of Zen training under Phillip Kapleau for many years.
The only real problem I see with the whole branding initiative, is that you might have a problem with ownership. Regardless of the particular Buddhist tradition or lineage, these ancient techniques are well documented and known to many, including their root source, in the twenty-first century. Your going to have to go out on a limb and invent something like Genpo Merzel Roshi did, something completely new that he calls 'Big Mind', and is trademarked I believe. Although I do not think that term would actually stand up to any real scrutiny in a court of law.
If you choose to go out on a limb, be careful that there aren't any tigers waiting below. You might find out what it means to lose your self.
Peace - Kozan
...is this guy serious?
Freedom is a challenge. You decide who you are by what you do. It’s like a question, like a fork in the road. An ongoing question you have to keep answering correctly. There’s a touch of the high wire to it. I’ve never been able to walk high wires, but I get the feeling.
r4i software
Bill Bowerman's influence on jogging wasn't because of Nike.
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