Page 70 - MARKETING & PUBLIC RELATIONS EBOOK IC88

privilege or benefit. One is then forced, by oneself not any other, to be loving and just to, and be
concerned about, all people and living beings. This is the essence of all spiritual teachings.

4. True spirituality prompts one to see every other being as of value, as an extension of oneself.
The whole universe is one mighty expression of a common existence. Life is one. Even a dog is
entitled to consideration and love. When such identification of oneness happens, there will be
no attempt
to exploit or harm the other. How can one exploit or harm oneself? No one cheats himself.
Cheating takes place only when the one cheated is seen as different, as of lesser consequence,
whose interests do not matter. Spirituality does not give room for such thoughts

5. Spirituality provides the strongest base for ethical behaviour. Justice and fairness automatically
manifest, when one deals with another on the basis of love and concern for the other. Given the
basis of love and concern, there can be no exploitation or discrimination. Substandard products
will not be sold. Mistakes in production or processing will be avoided; or if stilt occurring,
apologised and made amends for. Profits will be made as legitimate reward for
entrepreneurship. There will be no profiteering, which is exploitation of the other's
compulsions. Costs will not be cut at the expense of safety considerations.

6. Doing one's duty means fulfilling the obligations of the jobs undertaken by oneself. Duty is in
relation to one's responsibility. One has duties at work depending on the position occupied, and
in the family (as a parent or as a son/daughter, or as sister/brother). Dereliction of duty is
cheating and unethical. Bending the proprieties of one's function to achieve personal ends is
cheating.

7. Corruption is not merely taking bribes, but not performing one's duty, in consideration of some
other personal advantage. Spirituality helps one to retain faith in the performance of duty being
its own reward, being beneficial in the long run, and to see non-performance of duty (including
abuse of authority) being harmful in the long run, to self, to the organisation and to the society.
Those benefits include happiness and peace of mind; equanimity, stature in the eyes of the
colleagues. Doing one's duty is its own reward.

8. Spirituality is concerned with strengthening (focussing) one's mind. Both the Dalai Lama and
Swami Chinmayananda have emphasised that the quality of one's performance and its texture is
ordered by, controlled by, the quality and texture of his thoughts. If the thoughts are noble and
serene, intelligent and creative, performance will also be creative, beautiful. One becomes what
one thinks/does. The way one faces the challenges in life, will depend upon the type of values
the mind cherishes. Hatred, jealousy, greed, passion, lust - if these negative values are in you,
the mental energy spent in facing the problem will be enormous. When one hates another,
outwardly he may be acting civilly, shaking hands etc. but in the mind he will be cursing,
planning, thinking how to destroy. The mind will be in turmoil. The one hated, not knowing this,
is relaxed. When one cultivates the spirit of forgiveness, the mind is peaceful and serene.

E. ROLE OF ORGANISATIONS

(a) The conflicts

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