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Best New Thinking Winner 2010

Koan No. 2


Koan No 2 on Spirituality

It was Malcolm Muggeridge who said “Mother Theresa never watches television or reads a daily newspaper. So she has a pretty good idea of what’s going on in the world.”



One of the paradoxes for marketing is that if it refuses to embrace a broader perspective on who we are and what values are important, then increasingly it becomes irrelevant. But if it does so it is accused of cynical exploitation. The only way forward is to broaden the scope while somehow preserving a sense of integrity.



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