The Power Of Now

Since the application process to to the first day of my MBA program at Notre Dame, the typical questions have been the same, "what do you want to do?, "what are your plans for the future?" "What are you doing after graduation?" In interview preparation we practice the answers to common questions, such as "where do you plan to be in 5 years, 10 years, 20 years." When someone has a new boyfriend or girlfriend, it is likely that someone will ask, "Is he the one?" It seems that as a culture, we (Americans) have an obsession on the future.

Eckart Tolle wrote one of the most successful books of our time, "The Power of Now." This book speaks to the ability to separate ourselves from our forward and past thinking and focus on the present moment to achieve true happiness. Per the Power of Now official website, "If we are able to be fully present and take each step in the Now; if we are able to feel the reality of such things as the inner-body, surrender, forgiveness, and the Unmanifested, we will be opening ourselves to the transforming experience of The Power of Now."

Upon realizing the "future fixation" it is extremely hard to begin to shift one's time paradigm. As an example, my Dad had read the book, shared his learnings and suggested with all read the book. After a few of us read the book, we would catch ourselves in conversation at dinner, talking about the next time we'd be together at dinner. In other words, we were enjoying the moment we were sharing together, we were focused on what was coming next.

Next, Next, Next is what Americans focus on. A friend had purchased a car, and shared with me what car he was going to buy next. My sister accepted a job, with the hopes and dreams to land the next job. I believe the future orientation concept is one of the reasons why job turnover is so high and prevalent in our society. I believe the average CEO is in office for less than 2 years, with the Chief Marketing Officer not in office much longer.

For marketers it is important to note that product evolution, brand evolution and relevance is a must. With a vital quality of branding being consistency, this is often a challenge for companies and becomes the Achilles heel of many organizations. This concept also gives way to the "good, better, best" three tiered approach to the market.

On the consumer side, it is vital to understand our tendency as a culture to focus on the future. Such tools as "The Power of Now," allow us to take a step back and focus on the present. Doing so can be a freeing experience, as an individual does not have the weight of the future on his or her shoulders every day.