Spirituality In Business:

Viable or Not?

Jack Burke

Several years back, I was waiting in the wings to take the podium as the opening keynote speaker for the HIGH-TECC Conference. Anticipating a quick introduction, I was surprised when host Rick Morgan proceeded to introduce someone else -- Al Roberts of the St. Paul Insurance -- asking him to open the conference with a prayer. Later I was checking the events schedule for the following day and puzzled over two separate breakfast listings. When I queried Joanne Morgan about it, I learned that one was the regular breakfast and the other was an optional prayer breakfast.

Curious, I signed up for the prayer breakfast and soon found magic in the air. Al Roberts was again called on to host this non-denominational breakfast. Reading a somewhat generic passage from the bible, Al proceeded to moderate open sharing from the attendees. The topic was, "How did you come to find God in your life?" The sharing was moving, to say the least, as industry leaders bared their souls to the point of tears at times. Throughout the remainder of the conference, there was an invisible bond that developed among those breakfast attendees. In my case, some of those bonds continue through to today. And, in the case of HIGH-TECC, the invocation and the prayer breakfast have become tradition.

During this same timeline, there was another phenomena developing at various cross-industry conferences that I attend, usually with my wife Jo Ann. People were beginning to engage us in typical conference conversations, but with a new twist. Within the first minute or two they were identifying themselves as "Christians". It seemed that there was some invisible magnet that attracted people with a similar spiritual bent.

I should mention that I am a practicing Catholic, who has taught religious education for over 15 years and maintains a high level of activity within my parish. However, I do not correlate spirituality with any given religion or sect. I believe that the spiritual path is one where there is belief in a Higher Power, a commitment to service and a dedication to choosing the loving path more frequently than the self-centered path in life.

During this period, I found myself frequently engaged in conversations about what all of this meant. Could it be that spirituality was slowing entering the business arena? Or was this a freak series of coincidences that I had experienced? I choose to believe that there is a renewed level of spirituality, as whenever I broached the topic others seemed quick to provide examples of their own.

One of the most self-centered groups we've worked with over the years has been the Association of Image Consultants International. Here were people devoted to the art of external appearance and charisma. Dress right, walk right, speak right and all will be well in life -- the spin doctors of appearance. Several years ago, I began to see the change here as well. More speakers were beginning to deal with the insides, rather than the outsides --the impact of the inner essence shining through the outward faÁade. Times were definitely changing.

Just recently, I received a cassette tape from one of our clients -- Jim Cecil, who is known throughout the world as the nurture marketing expert. He was addressing a seminar for financial planners on how to nurture their clients and prospects for maximum sales penetration. He opened his talk this way, "Since you're obliged to sit here and listen to my suggestions for the next four hours, you have a right to know something about the man who is doing all the talking. So let me tell you a little bit about myself, 'I believe in God the Father, creator of heaven and earth......'". I was absolutely stunned, as I listened to him recite the Apostles' Creed, a prayer from my childhood. Here was a man who was unafraid, in a business setting, to identify himself as a God-centered person. On reflection it made a lot of sense because that is exactly who Jim Cecil is, and his marketing doctrines are based on a personal philosophy of loving and caring.

To even further my argument about the growing abundance of spiritual activity in business, I received a letter and phone call recently from a friend who was reading my newest book, Relationship Aspect Marketing. John Sheridan is a Catholic monsignor, author of over two dozen books on theology and spirituality, and the 86 year old pastor emeritus of Our Lady of Malibu Church in Malibu, California. He wrote, "Your book is indeed a model for our homilies, and a volume that our Holy Father in his more agile days would love to read, as an affirmation of the person-centered theology that has engaged his whole pastoral life."

During our subsequent phone conversations he chatted about the theological underpinnings of the book. Loving one-to-one personal relationships are, to him, the very essence of God in humanity. Quite honestly, I've never thought of my business-relating writing in a spiritual sense and was amazed at the path this discussion had taken. When I pointed that out to the monsignor, he quickly retorted that it was my personal life philosophy that had come through in the words of the book. He went on to cite an example from his childhood, "In Ireland my father was in the cattle business and was on very warm terms with the Northern Orangemen. He used to say, 'They are good business men, though they can't understand how I, as a Catholic, can be honest. Anyway, we all agree that we are doing God's work. He is revealing Himself in our business.'"

What does the practice of spirituality in business mean? I believe it is based on service, coupled with the strength of personal conviction. Leaders place the well-being of employees and customers before their own. Self-centered business models give way to client-centered models. Business arguments and conflict give way to peace-keeping mediation and negotiation. Business begins to view itself as a servant to the customer and employee, rather than a benevolent dictator. In other words, it is the paradigm shift of all time.

So does spirituality have a place in business? I believe so. Even in the heyday of the greed-based dot com world--before its fall--it was an exemplary beacon in the treatment of employees and staff. Despite the dot bust, many companies have implemented much more nurturing and empowering environments for their employees as a result.

In the comedic movie "Dick", nuclear catastrophe between Russia and the US is averted through the catalyst of "Hello Dolly" cookies laced with marijuana. Under the influence, conflict gives way to camaraderie. Using that as a metaphor, spirituality can be the catalyst for successful interaction between company and client, boss and staff. Wouldn't that be a wonderful goal! A world where a caring attitude precedes the selfish preoccupation of ego and profit.

Though many may dispute it, that is the true formula for a successful business. Every spiritual leader over the centuries has extolled the virtues of loving service, which is returned tenfold. That which you sow, so shall you reap. My hat is off to those who have the courage to express and live their beliefs in every facet of their lives -- including business. Spirituality is not weakness, it is the heart and soul of the brave.

Jack Burke is the president of Sound Marketing, Inc. and author of Relationship Aspect Marketing and Creating Customer Connections. You can contact him via phone at 1-800-451-8273, by e-mail at or by visiting the Sound Marketing website