A workshop for a group of women from El Salvador at the Institute for Training and Development, Amherst MA. The focus of the workshop was developing mindfulness skills and strategies to integrate in marketing, which is evolving due to a rapidly changing environment. For more information about my work to integrate mindfulness in education, business, and politics, please visit my website: http://knowyourmind.training/

1. MINDFUL MARKETING
Skills & strategies to thrive in a rapidly changing world
SHALINI BAHL, PH.D.

2. Mindful Marketing as A Political Candidate:
Curiosity, Collaboration, & Creativity

3. INTERNAL DATA POINTS
➤ Your Mind (Thoughts)
➤ Your Heart (Emotions)
➤ Your Body (Sensations)

4. MARKETING IN EL SALVADOR
What do you love about marketing?
What are your challenges in marketing?

5. Interconnectedness
MINDFUL MARKETING ORIGINS
Mindfulness Marketing 3.0
Mindful
Marketing
ChangingEnvironment
Economic
Natural
Consumers
Social
Technological
Continuous Change Cause & Effect
MARKETPLACE REALITIES

6. MINDFUL MARKETING: THE CASE OF PATAGONIA

7. ROADMAP
1. Changing Environment
2. Mindfulness
3. Marketing 3.0
4. Mindful Marketing
1. What
2. 3 Levels
3. The checklist
4. Mindful Marketing Plan

8. CHANGING
ENVIRONMENT
Nature, Social,Economic,
Technology, Consumers

9. ENVIRONMENTAL COSTS
“Americans use almost six timesthe resources that would be available in
a sustainable ecosystem”
~ Worldwatch Institute 2013

10. Health care costs Associated with obesity
were estimated at
$147 BILLION
SOCIAL COSTS
Centers for Disease Control and Prevention 2015

11. Costs of obesity-related absenteeism
in business were up to
$6.38 BILLION
BUSINESS COSTS
Centers for Disease Control and Prevention 2015

12. SHIFTING TECHNOLOGY
“Around 90 percent of consumers surveyed trust recommendations from people they
know. Moreover, 70 percent of consumers believe in customer opinions
posted online. The research by Trendstream/ Lightspeed Research interestingly
shows that consumers trust strangers in their social network more than they trust
experts.”
~ Kotler et al 2011

13. EMERGING CONSUMER TRENDS
SpendShiftby

14. SPEND SHIFTERS
SpendShiftby

15. SPEND SHIFTERS
SpendShiftby

16. TRENDS IN CONSUMER BEHAVIOR
INDESTRUCTIBLE
Optimistic and resilient people are leveraging hardship into
opportunity.
SpendShiftbyJohnGerzema&MichaelD’Antonio
RETOOLING
Fiercely self-reliant, we retain our faith in our core traditions and
actively seek to better our communities and ourselves.
LIQUID LIFE
We are adopting a more nimble, adaptable, and thrifty approach to
life.
COOPERATIVE CONSUMERISM
Crisis has prompted people to collaborate to solve problems and
create new options.
FROM MATERIALISM TO THE MATERIAL
Old status symbols no longer appeal as purpose, character,
authenticity, and creativity become pathways to the new good life.

17. HOW ARE THE
ENVIRONMENTAL CHANGES
IMPACTING YOUR
BUSINESS?
NATURE SOCIAL ECONOMIC
TECHNOLOGICAL CONSUMER

18. Mindful Check-in
Mind
Body
Heart
“Between stimulus and response there is a space. In that space is our power to choose our
response. In our response lies our growth and our freedom.”~Viktor E. Frankl

19. MINDFULNESS
Living with awareness and
intentionality

20. “The faculty of voluntarily bringing back a
wandering attention, over and over again, is the
very root of judgment, character, and will. No
one is compos sui (master of himself) if he have
it not. An education which should improve this
faculty would be the education par excellence.
— William James, the father of modern psychology

21. W H AT I S M I N D F U L N E S S
Image: Unknown

22. MINDFULNESS: A SUPERPOWER

23. MINDFULNESS
“Mindfulness is
the awareness that
arises from paying
attention on
purpose, in the
present moment,
non-judgmentally”
~ Dr. jon Kabat-Zinn

24. MINDFULNESS
Mindfulness is the
ability to see with
clarity without letting
your emotions and
biases hijack your
experience.

25. FOCUS & AWARENESS

26. TRIANGLE OF AWARENESS
AWA R E N E S S
T H O U G H T S
B O D Y
S E N S AT I O N S
E M O T I O N S
G
entle
Curiosity
Com
passion
Focus

27. TRIGGER
Awareness Of
Body
Awareness Of
Feelings
Awareness Of
Mind
Awareness Of
How Mind
Works
How to Cultivate
Thriving Qualities of
Mind
Right Understanding Right Intention
Insight
Right Thoughts Right Speech Right action
Skillful Actions
Right Effort Open Awareness Concentration
Meditation
Default Qualities of
Mind
Pushing (Aversion)
Pulling (Desire)
Going in Circles (Confusion)
Thriving Qualities of
Mind
Awareness + Compassion
Curiosity Inner Calm
Energy Focus
Joy Equanimity
Created by Shalini Bahl, Know Your Mind , based on the Satipatthana Sutta interpreted by Joseph Goldstein in the book, Mindfulness, A Practical Guide To Awakening
Pleasant,
Unpleasant, or
Neutral
Thoughts,
Preferences, or
Emotions

28. HOW TO CULTIVATE MINDFULNESS
Insight
Meditation
Skillful Actions

29. 1. MEDITATION
Practices
A. Breath
B. Body Scan
C. Mindful Walking
D. Mindful Movement
E. Open Awareness

30. KNOWYOURMIND.TRAINING
AWARENESS
ALONE IS NOT
ENOUGH
2. INSIGHT
1. Right Intentions
2. Investigation of what’s
really going on?

31. 2. INSIGHT

32. 3. SKILLFUL ACTIONS
1. PERSONAL
A. Time in nature
B. Mindful eating
C. Nurturing activities
2. SOCIAL
A. Empathic listening
B. Being fully present with friends
C. Random acts of kindness
3. AT WORK
A. Setting intentions before meeting
B. Mindful walking to the car
C. Mindfulness apps like Simple Habit
to practice at work

33. MEDITATION
Awareness of Breath
& Body

34. EMOTIONAL)
• Resilience)
• Reduce)stress,))
anxiety)&)depression)
• Increased)compassion)
for)self)&)others)
)
COGNITIVE)
• Clarity)of)PercepCon)
• Sustained)Focus)
• Improved)memory)
• Flexible)&)CreaCve)
Thinking)
BENEFITS)
OF)
MBSR)
PHYSIOLOGICAL)
• Regulate)Stress)
Response)
• Reduced)Blood)
Pressure))
• Improved)Immune)
funcConing)
BEHAVIORAL)
• Greater)sense)of)
choice)&)control)
• Help)in)behavioral)
change)with)
addicCons)including)
smoking,)eaCng,)etc.)
INTERPERSONAL)
• AcCve)Listening)
• AsserCve)
communicaCon)
• EmoConal)RegulaCon)
• Empathy)for)others)
Mindfulness
Benefits
Functional &
Structural
Changes to
the Brain

35. HOW CAN
MINDFULNESS
HELP YOU IN
YOUR WORK?
Mindful Communication:
Mindful Listening and Speaking

36. Mindful Break: Sensory Walking (Optional)
See
Hear
Smell
Touch

37. MARKETING
3.0
Human & Values Centered
Marketing

38. Marketing
3.0
HUMAN & VALUES-CENTERED
EVOLUTION OF MARKETING 3.0
Marketing
2.0
CONSUMER-CENTERED
Marketing
1.0
PRODUCT-CENTERED
“Any customer can have a car
painted any color that he wants so
long as it is black.” Ford
“Customer is king”
“Provide solutions to address
problems in the society.”
Marketing3.0:FromProductstoCustomerstotheHumanSpiritbyKotleretal2011

39. Marketing
3.0
HUMAN & VALUES-CENTERED
DEFINING CHARACTERISTICS OF MARKETING 3.0
Marketing
2.0
CONSUMER-CENTERED
Marketing
1.0
PRODUCT-CENTERED
Objective: Sell products
Enabling Forces: Industrial Revolution
Value Proposition: Functional
Consumer Interaction: One-to-many transactions
Objective: Retain consumers
Enabling Forces: Information technology
Value Proposition: Functional & emotional
Consumer Interaction: One-to-one relationships
Objective: Make the world a better place
Enabling Forces: New wave technology
Value Proposition: Functional, emotional & spiritual
Consumer Interaction: Many-to-many collaborations
Marketing3.0:FromProductstoCustomerstotheHumanSpiritbyKotleretal2011

40. MINDFUL
MARKETING
Intentional, Inclusive,
& Holistic

41. ““If you just sit and observe, you will see how restless your
mind is. If you try to calm it, it only makes it worse, but
over time it does calm, and when it does, there’s room to
hear subtler things–—that’s when your intuition starts
to blossom and you start to see things more clearly and
be in the present more. Your mind just slows down, and
you see a tremendous expanse in the moment. You see so
much more than you could see before.
-Steve Jobs
(Isaacson, 2011, p. 48)

42. MINDFUL MARKETING
“Mindful marketing transforms mindful consumption to a business
and societal opportunity by generating win-win solutions that
consider the triple bottom lines of planet, people, and profit.”
~Sheth et al. , 2011

43. MINDFUL MARKETING
The ongoing practice
of making marketing
decisions with clarity
of intentions, internal
and external data
points, and
consequences on all
stakeholders.

44. BENEFITS OF MINDFUL MARKETING
➤ Emotion Regulation
➤ Deep acting vs. Surface acting
➤ Understanding Customer
Expectations
➤ Inner and Outer Awareness &
Empathy.
➤ Situational Adaptability
and Flexibility
➤ Creative Solutions
➤ Authentic Leadership

45. MINDFUL MARKETING LEVELS
Level 1
Mindfulness at Individual Employee-Level
Level 2
Mindfulness at Marketing Mix-Level
Level 3
Mindfulness at Organization-Level

46. MINDFUL MARKETING AT EMPLOYEES LEVEL
Mindfulness at Employees-Level
Level 1

47. MINDFUL MARKETING MIX: PRODUCT
Level 2
“We live in times of limited resources but unlimited desire to consume them. The
answer though is real simple: to consume less as a consumer; to make a better
designed product as a manufacturer.”
~ Co-founder David Hieatt of Howie’s Hand-Me-Down Line

48. MINDFUL MARKETING MIX: PRODUCT & PRICE
Level 2
“Blu's process has been developed to add transparency and to reduce surprises as the
project evolves. This is critical, because every site brings its own unique set of
challenges that must be considered by professionals. We work hard to identify those
challenges and costs as early as possible in the process with Blu's Design Services.”

49. MINDFUL MARKETING LEVELS: PRICE
Level 2
We have saved students more than $700 Million. BookRenter has never wavered from
our mission to make education more affordable for all students. Every day, we focus on
delivering students the best prices, the most flexible options, and the best service on
earth.

50. MINDFUL MARKETING MIX: PROMOTION
Level 2
“Join the movement to look up from your phone and live for the moment. Pledge to
engage more, connect more, share more, explore more.”

51. MINDFUL MARKETING LEVELS: PLACE & PROMOTION
Level 2
"Our mission is to promote and perpetuate the street food movement," Resnick

52. MINDFUL MARKETING AT ORGANIZATION LEVEL
Level 3
“How you climb a mountain is more important than reaching the top.”
~Yvon Chouinard, Founder Patagonia

53. MINDFUL MARKETING AT ORGANIZATION LEVEL
Level 3
"Basically, our mission is to make the best-quality product with the least amount of
harm. It's very hard to produce a high-quality product without high-quality employees."
~ Setnicka, Patagonia Spokesperson

54. MINDFUL MARKETING AT ORGANIZATION LEVEL
Level 3
"We sort of look at growth in this company the way we look at a life cycle. If any one
component grows too much or too fast, it throws the system out of balance,"
~ Setnicka, Patagonia Spokesperson

55. MINDFUL MARKETING AT ORGANIZATION LEVEL
“We want people to look
at their own lives, and
live in an examined way,
and again, question
whether you really just
want that product, or do
you really need it because
it’s cold this winter.”
~Sheahan, Former Patagonia
CEO
Level 3

56. MINDFUL MARKETING CHECKLIST
Bringing attention with non-
judgment, compassion &
curiosity to:
Why - Intentions
Who - Affected stakeholders
What do we know
Multiple perspectives
Our assumptions
Resources
How - All Options
Internal data points

57. MINDFUL MARKETING PLAN
ATTENTION WITH CURIOSITY & COMPASSION
4 P’s
Why
Intentions
Who
Stakeholders
What
Know &
Assume
How
Options
Internal
data points
Mind, heart,
body
Product
Price
Promotion
Place

58. Distracted Mind
Focus Inner Calm Curiosity Awareness Compassion Balance
Stabilize
Mind & Body
Observe what is
Notice what else
Let go
Allow for emergence of new ideas
Most skillful & kind action
Check in with
breath and body
CreatingSpaceforEmergenceofInsight
&NewIdeasinProblemSolving

59. MINDFUL MARKETING
Mindful Marketing is:
1. Intentional instead of habitual
2. Benefits all stakeholders
affected and not just
shareholders
3. Embraces disagreements &
different perspectives
4. Solves cause of problems and
not just symptoms
5. Uses individual & collective
emotional intelligence & not
just rational mind.

60. COMPARING TRADITIONAL & MINDFUL MARKETING
Traditional Marketing Mindful Marketing
Mission, Vision &
Values
Maximize Sales, Profitability &
Shareholders’ Value
Make the world a better
place for all beings -
Triple Bottom Line
Customer
Segmentation, Targeting,
Positioning
Customer Empowerment
& Collaboration
Marketing Mix
1. Product
2. Price
3. Promotion
4. Place
- Products designed to maximize
profitability & satisfy customer
needs
- Price doesn't include
environment & social costs
- Promotion of mindless
consumption, excess information
- Easier access to mindless
consumption
- Product designed for
well being of all
stakeholders
- Transparency of price,
including hidden costs
- Promoting mindful
consumption
- Easier access to repairs,
recycle, reuse, & sharing

61. REFERENCES
Marketing 3.0: From Products to Customers to the Human Spirit Mindfulness Resources
by Kotler et al 2011
Spend Shift: How the Post-Crisis Values Revolution Is Changing the Way We Buy, Sell,
and Live by John Gerzema & Michael D’Antonio
Mindfulness: The Transformative Potential for Consumer, Societal, and Environmental
Well-Being by Bahl et al 2016
Mindful consumption: a customer-centric approach to sustainability by Sheth et al 2011
Mind the gap: The mediating role of mindful marketing between market and quality
orientations, their interaction, and consequences by Malhotra et al 2012
FUNDES: Becoming a strategically mindful nonprofit by Bucher et al 2016

62. CONTACT INFORMATION
Email: Shalini@KnowYourMind.training
Website: KnowYourMind.training
Mindfulness Community: http://mindfuluniverse.com
LinkedIn: http://www.linkedin.com/in/shalinibahl
Twitter: https://twitter.com/shalinibahl
Facebook: https://www.facebook.com/DowntownMindfulness/
Slide Share: http://www.slideshare.net/ShaliniBahl
KNOW YOUR MIND TO TRANSFORM YOUR WORLD