iheb_original_mlt_o_rav_2012-12-16_rawmaterial_haim-hadashim_n110

A Talk with Rav

A New life

Talks on the New World of Work

Talk 110

Talk December 12, 2012 - after editing

Oren: Hello and thank you for joining us to the series of talks "A New Life" with Dr. Michael Laitman and Nitzah Mazoz. We are discussing, in the current series of talks "A New Life," about the new world of work. Every one of us gets up in the morning, goes to the organization in which we work, where we actually spend most of our days for the majority of our lives, if you think about it in depth. There we encounter new ideas, an environment of people with whom we work, organizations that work with us, and there, the experiences which collectively can be called “life” primarily take place. We have a kind of slogan that leads us like a compass in this project of developing content for the new world of work, that a child gets up in the morning and goes to school, and an adult gets up in the morning and goes to the organization where s/he works. Therefore it is very important for us to develop ideas according to the integral approach you are teaching us here, little by little, which will suit that world , the world of organizations where people actually live, self-actualizing themselves , advancing in life, reaching achievements and so on. Our topic we will discuss today is the marketing policy according to the integral approach. Why have we come to this particular topic and why particularly now? So please Nitza, explain to us where we are coming from and how it connects.

Nitzah: So first of all, in this process we are attempting to accompany companies and organizations in a very concrete and real processes occurring in life, in reality. On previous shows we talked about strategy. Strategy is the first stage and here you gave us very new directions, opened a new horizon for us, explained to us in a very nice way that the direction, our approach, needs to change. You gave some sort of a description of the first floor and the second floor, that on the second floor there is actually a certain space which is new and open where there are not even any competitors. But what characterizes this space is that it operates according to the principles of the integral approach. In order to reach that floor, enjoy it and succeed to proceed to develop as an organization and a society, we need to gradually learn the principles and begin acting accordingly. So you set an extremely clear direction for us. That is strategy. Then what else did you do? You marked a very clear goal for us. You told us, your goal now is to put the best interest of the customer in the center. The customers and your desire to benefit customer and your will to benefit them are actually your main goal. Another thing you mentioned to us is what people need… After all, we always adjust our products according to the needs of the market... and you told us that the need of the individual, which is gradually beginning to emerge, is a certain need to be related to, to his ability to be further connected to everyone. It is also a certain point that we marked as our goals.

That this desire is the one developing.

Nitzah: Yes. For it is kind of evolving process. Now, we understood those things, and today our reality is such that after the first stage, when we understand the strategic direction , now is the stage where we need to start moving toward what is called practical steps. The first practical step is to actually determine the marketing policy. In order to understand what marketing policy is in maybe just a few words, then marketing policy includes four stages. Stage one, we first have to decide, here in the company, in the organization, which product we are going to develop, how we are going to develop it , what we are going to invest in, it can be either a product or a service. Then we have to decide on a pricing policy, that is, to determine the costs and the pricing in relation to the product. Later on, there is the stage where we will decide on advertising and the way we will promote it, which media, in what manner, and afterward, on the methods of dissemination. Today we would to focus on the first stage, the product first of all. Now, we remember from the meeting on the strategy you defined to us that our products need to be ones that support the integral approach. Meaning , they actually help a person be more connected, more interconnected and only in that way will they have the right to exist. That is right.

Nitzah: The first question we our starting to ask ourselves here, in this marketing meeting of ours, when we come to develop the product, is first of all to perhaps better understand what you mean when you say "the product that supports the integral approach," what exactly do you mean? How do we take the product and transform it to being supportive of the integral approach?

We see, it might not be so prominent yet, but it quite concerns companies, suppliers and large networks of marketing that people are starting to cool down a bit on shopping. They go out more, go on trips more, go out for adventures more. The extent to which they want what we see on the screens, we see what they want to supply, those who make profit out of it.

Oren: What do you mean by "on the screens?"

On TV screens and on the internet. That is where publicity is. The reason we see everyone eating and shopping is that it is all what they wish would be. But basically what we see is the trend, especially in the big franchises, in various shopping centers, of more people going there to hang out. They don't go there to buy. And it is not necessarily because they do not have any money, but rather that their desire is gradually shifting from a desire they are more or less satiated with, or it already becomes a kind of an ordinary thing. We have gone through periods when we wanted to dress in ways that have been nice, striking, sloppy, freaky, and in all sort of fashions.

Meaning, we have been undergoing a great many situations here, according to our desire which is evolving, and now this desire is changing in a way being expressed in people being drawn to games, connecting, fun, adventure, something that does not necessarily have to do with buying anything. Rather, I am willing to pay for acquiring pleasure. It was pleasurable before too, but through a rag or something, now it is more through the…

Nitzah: experience?

An experience I would say, yes. And it is very noticeable. There are already researches about it, and we see it as, I personally see it as, a very serious step of change in human nature, which is drawn more to natural, genuine things. It is somewhat like children, he distances himself from all the customary things in society, according to the conditions, the consensus, that you need to dress in a certain way, proceed in a certain way and maintain yourself in a certain way. People are already over it and fashion is part of it as well, that if I do not wear those exact heels, then I no longer belong to something. There is no such thing, it has already become quite free.

Hence, first of all I understand that, for certain, the large companies understand this whole trend and realize that if they do not flow along with this change, they will not sustain. They can spend another 50% of the product in advertising; it will not help in selling it, if the buyer's desire for the product has already disappeared.

We need to see this new desire. The new desire is a desire for connection, to be around people more, to be more in the game, more in the experience. That is what they are actually selling. Meaning, people just need a normal life and not something where everything sparkles or anything, a normal life, whatever is normal life is to the body, to our beast degree. Besides that beast level, the physical, I want to provide myself with a good mood, a good life, a fine life. Other than it being a relaxed life, I would like an adventure. I would like to feel myself in an experience as much as possible.

At work too. If we can transform it from being monotonous, a nuisance and maybe unpleasant, not nice or anything, if we can add another element to it which turns it into an adventure, and it could be from the work of cleaning work to engineering and so on, if we can make it active, somewhat “sexy,” at every work place, we can really thus reach achievements, first in the work itself, the produce. Moreover, in any type of our production, everything we produce and the manner in which we sell... It also all depends on how we market it , how we pack it, and ultimately absolutely everything should now be according to the desire for this new experience, for a person to feel that in particular, he is entering some new adventure.

That is it. This is basically the new type of desire. It is also at work, in creating the product, in the wrapping, and also how it is sold and which businesses we should make sure are developed and which to close, before they collapse. That is to see the trend. And this trend will become increasingly stronger. Because if Nature is presenting ourselves to us as the integral network, we will, sooner or later, in various forms, less pleasant or more pleasant, we will have to move there. This desire, it will grow, this desire will determine all our tendencies. That is all.

Nitzah: I would like to refine here in order to understand. You talked about an experience here, and it reminded me of the approach, an approach that awarded Professor Daniel Cohenman the Nobel Prize in economics; he studied various forms of consumerist behaviour, and he got an award for it, with the understanding that our consumerism is an emotional one. I mean, they say that in fact, 70 % of what we consume is not rational consumerism, these are not really things we need, rather we buy with our heart, with our emotions. Meaning, we know that, as a woman I can tell you, if we are not in a good mood, then we go into a shop, buy some clothes and it makes us feel good.

But I feel you are talking about something slightly different here. That is to say, it is not just any emotional experience, you are talking about an experience of connection.

Yes. It is also an emotional experience. But I am also getting closer to connecting with people, and there, in the connection amongst everyone I find the source of pleasure. Not by buying something and not by sitting spending time with myself in a pub, with a few friends, or playing soccer with several others, which means that I need to see myself in connections, and connections for each type of consumer, however, that is actually the entertainment.

Whereas it used to be entertaining to go and search ten shops for buying some nice shirt, so those ten stores became the entertainment, and in the end buying the shirt is our entertainment, our source of pleasure, that is, the process of shopping that proceeds in all kinds of nice places, and how I imagine myself as a rich person, today there is no such thing. Today I do not care so much about what to wear, rather where I go where I can find a source of connecting people.

Nitzah: Will the focus be on the atmosphere of the place?

The atmosphere in the place. That is actually what is paid for. I see that according to several recent studies, it is already out there. We will see how it unfolds, for sure it will develop in this direction but at what pace, in what ways, that is hard to say. In every company, in every mentality it takes different forms, but somehow it is together.

Anyway, it is certain that the new selling venues, the futuristic, are places selling holidays, vacations, trips, adventures, but being connected. Being connected, not alone. It is doing things together. It is about having organizers amongst people and connecting into a team, to a special body. For the source of pleasure passes from a person or a personal action, to the source which is amongst people, amongst many people and not in someone or something.

If once I used to look at someone dressed nicely and felt pleasure and I wanted to be like him, now I look at how much people are connected to each other and find pleasure in their connection, a delight of mutual guarantee , a pleasure of love, mutuality, support, and it appeals to me, Why? Change, I have changed. This is called integral, that I shift my view from individual to integral; from one to several, for specifically amongst them the source of pleasure is found. It appeals to me.

It is not that obvious now, but if we are speaking of strategy, than surely that is what we should see on the horizon.

Nitzah: You mentioned that and I recalled that not long ago I was at a shopping mall, not in Israel, abroad, and I saw something there I have not seen so much in Israel and there it was very outstanding. I noticed that in the shopping centers they have cafes in huge, open spaces, and people, mainly young people, some of which are college students, each one comes with their own laptop, sits down, connects, they have a connection there, and they all sit and work together right next to each other, basically. And then when I asked a friend, who was doing the same thing, I said, wait, I do not understand, is it not more pleasant for you to sit at home with the computer? She tells me, no, here it is more fun for me. I come here and there are people, we speak occasionally. I work, even if I do not necessarily speak with everyone, it is much more pleasant for me here than sitting at home in my room with my personal laptop.

Yes. Even though it is noisy.

Nitzah: I asked her, doesn't it bother you? She said, no, I am actually creative here and am inspired with all sorts of ideas.

Yes. Humanity is starting to come out of his room somewhat. I mean we have undergone a certain period, in which everyone wanted a separate room, a separate corner and everything. It will still continue, it will not happen as some explosion all at once, but we already want out of our room, out of our shell and be in this particular manner. This is an intermediate stage, in which we seemingly come alone to work, but amongst many others like us. And the next stage will be even more.

Nitzah: So, if I now go back to our marketing meeting, for we actually need to determine in what we decide to invest this year, to develop the product. Is it really the product itself that needs to change, or, as you explained, the environment, the atmosphere?

It depends on the company, what it deals with, but towards the connection. If they are computer programs or something, then while I work at my place, how can I connect with a thousand more people and be in contact with them. My product has to be as friendly as possible, not to the individual, but to the connection amongst people.

Everything I do is important; it has to also be my publicity. Not one person alone, but several people and my product which somehow helps them connect. That should basically be the direction at all times. I do not know how to say it. Suppose I buy a fishing rode. So I will have a fishing rode, and so do the children, along with my friend and my wife and his girlfriend or wife. I take them all and we proceed together, it has to be. And the games themselves, they should be more cooperative and not against each other, not games where I win and you lose, rather more games where we are together. It helps us connect, perhaps it is against the game or something, yet it helps us to be together more. Because when we are together, we find the source of pleasure. Indeed, our entire search is the search for pleasure.

We go into a playground, some shopping mall, we compete together. Suddenly five or ten people join, strangers, yet they do not compete amongst themselves, they become a commando unit against some facility. And they feel themselves, how they should be connected and how they should hold each other up, each one to the other. Then delight is amongst them. For this they will pay, pay a lot.

All kinds of games and such machines and all. Not competitions of you and I, one against the other, rather you and I together. Even when being against something, then not against people but against something. It causes us to communicate, there we find pleasure, for which we are willing to pay. The company needs to know various approaches like those.

Nitzah: Now we are sitting, the management team, you have explained to us that we basically need to shift from our old thinking pattern, which you defined as our "individual intellect," to already thinking with our "integral intellect."

I am not saying it will happen within the coming year. Whoever is close to me knows that when I say something it usually happens after five, six, seven years.

Nitzah: That means you are showing us a certain trend.

I cannot, I don't do well with time, because for me it is a short time. I see it is already out there, but it can take time for it to emerge and open up and here I cannot know exactly. My teachers in the same profession have been wrong for decades. For sure, I am off by a few years. These are side effects from seeing a bit of the future.

Nitzah: But what you are saying is very important. Because in the conversation we had, we noticed that there is a conflict between the needs of the market. When creating a marketing policy, one of the things we do, how we actually decide on a product, how we determined it up until now, we conduct surveys, we examine, we examined the field, we held a market survey. We saw what the need was, and accordingly, eventually, we see how the market operates, and accordingly we decide on the product. Now that you said that, it strengthens us very much, because we saw that on the one hand you gave us a new trend that is at our doorstep, on the other hand it was very difficult to explain to ourselves how it could be that we still see consumerism the way it was.

The market is partying, the ordinary market.

Nitzah: The market is still partying. But you have already given us a point to aspire to and to create it in stages.

There are several things working together here, because a number of forces are affecting the market. One force is a change of the inner desire within us, which in its evolution is shifting from an individual desire to an integral desire. A second force is showing itself more, which is the general, global, network, which is also changing, and it is changing much more rapidly than our individual change, which is shifting from being individual to integral making more of an appearance. It is like a net that pulls fish out of the water, a network evealed, and that is how we see that we are becoming more interconnected.

So these trends or these processes are not identical processes, not synchronized, they do not really have a precise synchronization. For we see, the world is changing faster toward connection and people are in their own mentality, and according to their own character and according to how they feel. They are still situated in their individuality. It is an integral situation, a net amongst us, and people are still in it, these fish in the net, they are still, each of them according to their individual ego. The difference between them is felt by us being in a crisis. That is actually the crisis; that we do not understand the network which is beginning to be revealed. That is where the problem is.

We need to be slightly more advanced than people who take advantage of personal benefits, individualists, private, slightly more advanced toward the integral network. But not too much, otherwise our products will still not be on demand.

Nitzah: They will be ahead of their time.

Yes, that is on one hand. On the other hand, we should already start manufacturing them and perhaps advertising them in order to attract people and develop a flavour for this new consumerism in them. With that, we will be the first amongst our competitors, before they arise, and by that we can actually build their reputation, our new brand. Suppose I launch "integral Coca Cola,", so no one is there yet, In that I take the space, I am noticeable, I am spending very small amounts on advertising in comparison to what I need in the market.

Meaning, I have to specifically use all my ability to be new, to be unique before everyone.

Nitzah: The example you just now gave with the net and the fish is a fantastic example, as it suddenly explained, in a very simple way that gap between us we never knew how to explain. Meaning, there is a network, a system with certain rules, and there are individuals, who are people who have opposing or different desires, they are not synchronized, incompatible. What you, in your approach, are teaching us is to understand the network. The fish will gradually arrive, but first of all you say: go and study the network and then slowly, if you use it wisely, you will be really able to brand yourselves.

You need to be between the net and the fish.

Nitzah: Exactly. To understand the need and the desire of the fish on the one hand, and on the other hand to understand the direction in which the network is directing us.

As the seller, I need to be between them.

Nitzah: What else do we need to know, what can help?

You need to live it. People who will undergo an integral course and delve into it increasingly deeper into it, along with their work, along with the discussions taking place at the workplace, they will live it, their eyes will open to see the new world from within their profession, products, and they will know by themselves how to offer and how to change them and how to swivel themselves to the new life.

They will be able to depict the new world and how they, from how they are now and in general, can produce something, how they can be in the new world and then, from there already learn what should be launched on the market in a few months, in half a year, two years and so on. Because this is not just some abracadabra, rather for the long-term, over time, I do not see any other shift of the trend afterward, only toward increasing the connection.

Thus, it depends on which company, which organization, what does it deal with, those shopping malls, which will turn themselves more into entertainment centers, to places where people come and are engaged in all kinds of things. I mean, in short, for them to sell something that the new public wants. We see it, I pass through the shopping malls; all the shops are empty. People are just hanging out in cafes.

Nitzah: In the promenade in the middle.

Promenade, yes, and cafes and where there are games for children. Nothing else and not because of the money. There is no place for pleasure over there. That is, If we are talking about the internality a person feels. I do not derive pleasure from this shirt, from all sorts of things like that. I do not derive pleasure. I am willing to pay just to spend an hour or two with something nice, warm, and appealing. Its source, of the desire, is not there any longer.

Oren: I would very much like to develop this new emotion you are talking about. After the conceptual explanation, which was very powerful for me, I mean the notion you presented. Suppose we represent a senior management team, suppose ten people for that matter, they hold the reins of the organization. You talk about how we actually need to develop our sensitivity, so we may detect these things, feel where things are heading.

You need to go through a process of new education.

Oren: That is why we are here with you. And now I would like, if you could get us into a slightly more experiential activity, which will helps us somehow to feel the insights you have taught so far, in the first part of our meeting today. Something that will develop our senses a little more.

Nitzah: To feel a little of this experience of connection.

Oren: Can you bring us in now, we have time, we will simulate the entire staff, not just Nitzah and I, another eight people, a total of ten. Lead us through some process with which we will flow with you, which could be a certain mental image, whatever you feel is right.

We, the ten, need to stabilize one desire and one mind amongst us, as one person out of the ten, which is possible only on the condition that each one relates to the others as if they are greater than him. Each one feels inferior to everyone, yet along with that each one feels himself responsible for all, who cannot do without him and he cannot do without them either, which is called "mutual guarantee." Thus, we should reach a state where we have support, one belief and feeling amongst us. We are in an “integral network" It is called `Beineinu` (amongst us), like `Baninu` (we have built).

If we could do so by exercises, then in the same round table where we are now sitting, we will begin to feel, not ourselves, rather what is taking place amongst us, in the same table space we are sitting around. As if amongst us, here, something new is taking place, something warm. One realization, one understanding, one feeling, warmth. Out of this feeling, without leaving it for a moment, it is called "integral," from which we want to access every single thing that will exist in our organization. To develop things, to decide, to make decisions, to develop something, everything. Just not to come out of this feeling. If we do so, surely all the decisions will be correct for the future. That is one condition including our organization.

Second condition, if we want these decisions to correspond to the new trends, we should do the same thing with those consumers for whom we are producing the product. Meaning, we need to bring those consumers to that same table. For, we, together with them, produce something or stabilize something, decide on something. They are actually situated with us. We are open wholeheartedly; we do not spare or hide anything from them. We truly want to be with them as one body.

Out of the shared desire we stabilized with the consumers, suppose all the consumer representatives who are sitting here, we actually decide everything together. Everything, including prices, including dispatch methods, everything. For we do not cheat in anything, we are honest, genuinely honest. We can already, in such a way, decide on the products and their supply and all our politics toward the entire work, all the stages of our work. By taking and adding consumers to us, we basically want to see and examine if we are not mistaken by catering to their new true desire, for its purpose. Stemming from this integral approach we will certainly be the first in the market, in our progress.

Meaning, I constantly have to also accept everything there is amongst us, in my organization, and also what is external, to harness it to the integral network and together decide from beginning to end. For in the integral system there is no beginning and no end, it is an analogic system, not a digital one. In an analogic system the beginning and the end are equal. It does not start here and end there. There is no beginning and no end. It is a system where changes take place at once. For I do not launch a product now and later I do not see what happens with it. I take the end to the beginning, and then my organization works alongside those who consume it.

Oren: Again, if you could elaborate on that.

There are systems in which I press a button in one place, and then after some time I get a result in another place. This is called a "digital system," it is digital. For there is a process time, until from the start it reaches the end and something comes out there. There are systems which are analogical ones. Analogical systems is that they start somewhere, but as long as the system does not take into account whatever happens and the end does not affect the start or all the steps in the middle, for the whole system is dependent from the end to the start and from start to end on its own inner self, that is not considered that is stabilized, that it is working. Such a system is called an "analogical system." Analogical, meaning, it does not work in time, starts here and ends there, rather the beginning and end are equally important and affect each other in real time, instantaneously. And these are basically the integral systems.

Thus, in our world nowadays, we see more and more that what happens suddenly here, is suddenly there, how did that come about and where is it happening? We do not realize that everything is becoming integral, analogical, the entire planet. We do not feel all these connections. But it is already happening. So that is what we need to do in our organization. That is it. And also, not just exactly within the boundaries of the organization, rather the boundaries of the organization are basically now with my entire market. I have to take it into consideration along with the desires and everything they have, and place them inside, together with them deciding what I do. The extent to which I decide and do things which will be for their benefit together, and their benefit and my benefit will be the same, it will be the same profit, I will be more successful.

I mean, my calculation is not maximum profit. My account is the extent to which we all enjoy what we are doing. We produce and sell, they buy and use. And for as long as they are not using and enjoying, I am not enjoying. This is called an "analogical system." In this way, I surely will not be mistaken and I will succeed, I will be ahead of everyone.

Oren: But do we need to add to this discussion only the consumer representatives or other factors as well? We had a number of steps in the process, each of which is fascinating in itself and we will have to elaborate on them one by one. So I will go through everything you said.

You said, first of all, you amongst yourselves, the management team, have to reach the state of sitting around a sort of round table, and amongst yourselves you should conduct all kinds of special interactions, which we will gradually unravel, one by one, which will make you feel something at this center of the table, it will be called the "integral feeling," This new joined thing from which you will operate. That was stage A.

Yes.

Oren: Then you said, and it is not enough. If you want to really adapt to this new interconnected era, you already need to add to your table now, from the start, those you are coming to serve, to work in their favour. Bring representatives of the future public of consumers.

Yes.

Oren: We added them as well. That is called an "analogical system" or "integral," where everything happens simultaneously. You are at the beginning and they are at the end, from now we already have to make sure that everything will benefit everyone. That everyone will derive pleasure.

It is the mini humanity, your mini world regarding your organization.

Oren: So far it was Stage B. Now I ask, do you want us to add to the table not only us as managers of the organization and those end consumers, but an environment which is broader than the boundaries of our organization, we also have our suppliers, apart from our customers. Truthfully, I worry about adding them which is why I ask. That is also revolutionary in itself, to add the customers. Because when you said, the circle is not this way, the circle is that way, then I said, maybe it is too big; maybe they will pull me too much.

True. All these things have to come gradually.

Oren: Can we put them aside for now? That is what I wanted to find out.

Yes, even not the consumers. But I will tell you, today we are in an individualistic society, protectionist and consumerist and where everyone is a dog and a wolf to one another, there we also have certain consumer representatives, for we need to receive flavours and their needs from them. How do they relate. We are constantly conducting surveys.

Oren: That is clear, but the approach is absolutely opposite in every way. As a graduate of business management I can tell you.

All right. But there are still consumer representatives inside, only now they function differently.

Oren: Let's go back to our forum for a moment, the ten, which was fascinating in itself. Our discussion today is how to develop a marketing policy according to the integral approach. So you say the starting point after we understood the insights, now we need to start actualizing. Actualizing can occur only if you sharpen your senses, your sensitivity. You want to know what is out there and then attain it. You need to start creating a new emotional thing amongst you. So now I would like to get more specific guidance on how we should do it.

You defined the things, we need to build amongst us here, say we are ten around the table, as one desire and one mind inside the management team. And you said that there is a sort of a duality of a double relationship between it and the others here at the table. First of all you said that everyone should treat the others as greater than them and they are small, and then you said that on the other hand everyone also needs to feel how great they are and how responsible they are for everything, for everyone. What activity can you give us that will bring us closer in some way, one step towards this feeling, here, amongst us at the table, ten people? As if you will lead us into such an experience which will draw us closer to it.

We have a series of lectures, sessions and workshops you have to go through. It also has games that important people like you will enjoy playing very much.

Oren: In truth, we have already seen games. For many years people come to us with all kinds of games and have us play all sorts of games. The particular intellectual level that you bring with you to this series of meetings with you is actually what we like.

Emotional intellect. And in order for it to be emotional I have to take you through adventures, activities.

Oren: We are with you. Give us something now, precisely concerning that, something that will draw us a little closer to it. We want to go along with you, we are flowing with you, lead us in discussion, in something, in a workshop.

Please, discuss it, very simple.

Oren: Yes, about what?

How much everybody needs to bend themselves towards the others in order to reach a state where they are included in them. Let's look at you. Each one is important; each one is a spout in the kettle, so let's see how you can do it. Each one should speak for five minutes about how much they want to be included with the others and how much they want to be lesser then them and in this way to act it. First exercise.

Nitzah: And why would I actually want to do it?

No, these are exercises, not that you want to or do not want to. We are learning.

Nitzah: Is this a condition?

We are studying human nature, we want to undergo all kinds of experiences, what difference does it make? We are playing. We bounce on the spot. That is it, bouncing, for the next five minutes.

Oren: Can I ask something else about that?

A thousand questions, please.

Oren: Fine. So this is what I understood, the situation is that we are sitting around a round table, we are ten people, each has five minutes.

That would not necessarily be my first question. I would start before that.

Oren: So let's be more precise.

No, would you like us to start developing it now?

Oren: Yes, we still have a few minutes before our meeting come to a close. Let's give them something concrete. A senior team is in front of you, you explained the insights, and they were grasped.

I would not start with that at all.

Oren: Okay, so with what would you? Because it is really too much, you know. I am already feeling the pressure.

That is clear.

Oren: So come, first grade for the management team.

I would start first grade with free choice.

Oren: But you said we are discussing. Is a format a discussion? This activity we will hold, will it be a discussion in which everyone speaks?

No, after the lecture.

Oren: We had a lecture. I am referring to the lecture we had today on these principles of marketing.

No, not that at all.

Oren: Okay, so not about that.

No.

Oren: On what then?

The first lecture is on free will, the will to receive which is the whole substance of nature, the entire substance of reality, of creation, whatever you say, no matter, it is the will to receive, the desire for pleasure.

Oren: Our nature.

Yes.

Oren: Our nature is the desire for pleasure.

Not ours.

Oren: Whose then?

In general.

Oren: In general.

Nature, nature is equal to the desire for pleasure.

Oren: We are with you. We understand you well, we want to derive pleasure.

No, you do not understand well enough. You will see how much you do not understand it.

Nitzah: If we understand it, it will help us build a marketing strategy.

Now I decide. You learn and I teach.

Oren: All right, from the beginning, first lesson. I wrote an equation, nature equals the desire for pleasure.

Yes. So you will hear a forty-five minute lecture on that, and then for another forty-five minutes we will hold a workshop on it.

Oren: What is a workshop?

A workshop is that you will speak according to my questions, what the desire for pleasure it.

Oren: So gradually. What is the desire for pleasure?

We actually need to write what the desire for pleasure is, how it is divided and which parts are in the inanimate, vegetative, animate, and human. How this desire for pleasure divides into which parts in a person. How this desire for pleasure progresses and continues growing throughout evolution, for thousands of years. How it is in each and every era. How it is in men, women, children and the elderly and so on and so forth. I mean, I open all of the human form for you, I am not talking about the other nature, the whole human form from the new foundation, the desire for pleasure, which is what shifts humanity, that is what formats them, organizes them, it is basically everything.

After a lecture and a workshop you begin to see the world only in the will to receive. For in each and every person, who is he? The desire for pleasure. The child, the woman, myself, the consumer, the seller, no matter who or what, the terrorist, the pastor, no matter who and what, they are all the desire for pleasure. The colours are a different desire for pleasure, the shadows are a different desire for pleasure. Everything I feel is a desire for pleasure being filled with all sorts of things. When I hate it is because my desire for pleasure is not satisfied. I derive pleasure, because it is satisfied. You start seeing it all through a filter called "the desire for pleasure." That is it. You put on new glasses. That is it. There is nothing more in nature, only the desire for pleasure. And I too, who is observing, am also out of my desire for pleasure.

This is just the first lecture which changes your perspective from the core. And it is not integral, not individual, it is nothing. It is only about the substance of creation. That is all.

Oren: Why did you tell that to us?

Because you want to succeed in life, that is why I am telling you what life is, a desire for pleasure. Now you need to understand how to manage the desire for pleasure in you and your consumers in order to succeed. Since that desire for pleasure is changing from its individualistic form, the egoistic, the protectionist one, to the round form, which is connected, integral. And this change is a core change that has never existed before in humanity. For we constantly grew in our advanced individual desire for pleasure in each and every one, and suddenly my will depends on all the other desires, and we come as a circle, round, integral.

That means, the desire for pleasure has transformed itself in its essence. Nowadays, in order to derive pleasure I depend on you and you on me and him and here is everyone. We do not know what it is. We have to acquire a new intellect and a new emotion, new software in order to see this form coming to us now, it is threatening to us. Suddenly I am connected to a thousand places, suddenly I do not know, I do not work like that, I am not built like that. Hence what we need to go through now is called "correction of man." We will have to change man. We have constantly been changing our environment in accordance with our ego, we have built all kinds of toys, products, which helped us, according to our growing ego. Today no, it will not help. We can throw out all those products. Today only one thing will help me, for me to be adapted to nature and adjust myself to others in everyone being integral, all are connected. I have no choice but to go out of my room; I see a new world, one which I do not see. It is seemingly turned around. I do not know how I will see it, this way or that way. Really. I will not understand the people, not with emotion nor with intellect.

Oren: Our time for this session is over. How would you summarize it?

The summary will come when man changes.

Oren: Thank you very much, Dr. Laitman. Thank you, Nitzah Mazoz. Thank you too for being here with us. Until next time, all the best and goodbye.

(End of the conversation)