George Kao argues that marketing and business actions can and should be aligned with deeper purpose and soul-directed service. He reframes marketing as the effort of a business finding its calling, rejects superficial algorithm-chasing tactics, and presents marketing as two core elements—content and offers—both of which can be "worthy of the soul's attention." He also reframes market research as a soul-to-soul inquiry to better match offerings to people already investing their attention and money.
Chapters
You've heard me talk about authentic marketing and the path of joyful productivity and how we can really build a thriving authentic business from a part of service and not have to do any marketing shenanigans and try to like, posture and say look how great I am and do all the marketing that's really showy and doesn't feel like it's serving our deeper purpose and our higher mission. Whereas I believe that every aspect of our business actions can be aligned with our deeper purpose, our higher mission. Even marketing itself is an expression. Marketing itself is the effort of a business finding its calling. That's how I see it. Marketing is not just promoting ourselves and, and trying to game the algorithm so that we get seen more and oh, use reels, use this because of this reason. It's all this because of, because of, because of this agenda. This, this cause and effect that's like I'm doing that I could be more visible, I could be seen so that I can finally do my soul's work. It's like, why are there so many. So that. So many steps before doing your soul's work. Why can't the very first act of marketing be your soul's work? Right? Like, that's been my perspective all along. Because I can't if you want me to do the mainstream stuff so that, so that, so that. So that I can I be, be game the algorithm so that I could be visible so that I can get, get more followers so that I can get some email subscribers so that I can. It's like all these steps that are empty steps for the soul. Empty for the soul before we get to now the soul's work. Now the person's in front of me, I get to do my soul's work with them. No, it's a waste of a life. It's a waste of years. Okay? It's, it's. It's a waste of life. It's not, it's not worth, it's not deserving of the soul's attention. Much of marketing, much of business, not deserving of it yet. So I, that's been my, that's been my mission. This all these years is. No, no. How can every action be deserving of the soul's attention can be contributory to the soul's greater connection to God. How can, how can every action be the expression of here's more God in this world. Here's more the, of the, of the higher soul. Here's more of the higher self in the world that is worth our time. My goodness Nothing else is worth our time, you know. So, so, so marketing for example, right? Like, like marketing is the effort of a business trying to find its calling that's worth the soul's attention. So that's is where marketing is essentially two things. It's content and it's offers. Two things, right? Content itself instead of how can I make sure I'm seen and then get people on my email list and then sell them a low price product and then a higher priced product and then I get to do my soul's work. No, no, no. Content itself is how can I explore my soul in service to humanity. And then that sweet spot of oh, this resonated with them too. This not only resonates with me, but this resonate with them as well. That sweet spot in the middle, oh, how beautiful is that? That's wonderful. And so yes, then content I could do content that, that's worth my soul's attention, you know, content exploration of my soul and service humanity. Yes, sign me up for that. What are offerings? Okay, you got to make an offer. Hey, does anyone want to buy this? Anyone to sign up for my group program? Anyone want to sign up for one to one services so that I can do my soul's work with you? The offer itself can also be soul's work. By how? Same idea. It's like I have this service that I love to provide and I wonder if you also would love to receive it. If that's the case, then yes, we get to do our soul's work together. Right? And offer is basically I love this thing, but I'm going to frame it in a way that meets my soul group members where they're at. I'm going to say it in a way that I have done my market research. Market with market research. Again, it's not worth our soul's attention. Unless market research is about connecting soul to soul. To say, let me understand you in this lifetime your soul has incarnated here. Let me understand what you're going through right now. Where are you spending your money? Because what. Where you're spending your money is where your, your attention is flowing. And that's, that's important. If it's important to you, it's important to me. If it's important. If you care about that, then I want to care about that too. That's market research. I put every single marketing action as worthy of the soul's attention. Then, then life is meaningful. Then this is truly worth our full energies to say, let's go for this. We're connecting more with our soul group members, understanding what they're caring about and then matching what we care about with what they care about. That's a beautiful offer. So I hope this is helpful. Thank you for. Thank you for asking.
