Sinai and The Myth of Selfishness

This is a post about the Myth of Selfishness. It will challenge the pessimistic narrative of human nature that we so love to cling to.

Last week they flew me to Eilat to give a workshop on (Purpose-driven) marketing for a group of 15 entrepreneurs in the south of Israel. (I was never flown before to give a talk, so that was quite cool😎. I know... not very environmental of me🧐)

I took the opportunity to visit one of my favorite places on earth, Sinai. I spent most of my time there in a horizontal position listening to 2 books.

The first was Tal Ben Shahar's book: "Happier, No Matter What." One key takeaway for being happy is to ignite curiosity. He also proposed to go deep into subjects you find interesting, for example, by reading a book twice. So, I did 😊

I read "Humankind" by Rutger Bregman about 3 years ago. The first time I thought it was mind-blowing! The second time... I thought it was mind-blowing! A deeply insightful book that challenges our often-cynical view of human nature; the thought that only a thin layer of laws, religion, and military keeps us from killing each other since, deep down, we are a selfish, aggressive, and destructive species.

The Dutch historian convincingly argues that humans are fundamentally decent, helpful, caring, and cute (Yes, cute… read the book), proposing that society's pessimistic expectations are the ones often leading us to act in less altruistic ways.

As marketers, we have an important role in shaping society's views and expectations. By highlighting the innate goodness in people. A societal narrative that fosters optimism and motivates a more empathetic and altruistic way of life can be nurtured.

The idea that "most people are decent" has significant implications for marketing, challenging us to craft our campaigns around the positive aspects of human behavior.

One profound example in Bregman's book is the resilience and altruism civilians showed during the World War II bombings. Despite predictions of panic and selfishness, the adversity brought out the best in people. They remained unbroken, and their mental health even improved, contrary to the grim expectations.

Similarly, the aftermath of Hurricane Katrina was not a dystopian nightmare but a testament to human solidarity and compassion, even though news outlets and politicians told a story of a zombie nightmare where plundering, raping, and murdering masses were fighting each other to survive. The truth was the opposite (Again, read the book for the details)

These are just 2 of the probably 100 historical examples and research presented in the book.

As marketing managers, we have a unique opportunity to influence perceptions and challenge the cynicism that pervades our society. By showcasing (brand) stories of human decency, we can help inspire a new narrative where optimism, kindness, and mutual aid are the norm rather than the exception.

We can be agents of change. Let's utilize our platforms to inspire a shift towards a more compassionate, optimistic view of human nature. Because ultimately, we are all a part of the same humankind.

Thank you, Tal Ben-Shahar , for an amazing book. I will take up my journal and be grateful 🙏🏻

Thank you, Rutger Bregman , for changing my views on humanity twice

Thank you, Ran Sasson , for the opportunity to give a workshop in Eilat.

Thank you, Matt Collamer , for the beautiful photo

Human, brands & marketing helps companies who struggle to set themselves apart create healthy growth by providing purpose-driven marketing solutions so that they re-discover their purpose and passion and become the brand their customers love.

Talk to us if you’re getting excited 😊

#Humanity #Marketing #Humankind #purposedrivenmarketing #consiousmarketing #consiouscapitalism #optimism