Tercer Premio Ensayo corto en español - Estudiantes
Un cuarteto turístico disonante
Autor: Inma Mengual
Master de Asesoría Jurídica
España
I.- INTRODUCCIÓN
Partimos de un modelo de turismo que, desde décadas, ha aportado grandes bondades a la economía. No ha perdido fortaleza, sigue en vigor y, además, expandido por todo el mundo. Pero, en primer término, la denominada “Era Digital” ha cambiado la manera de viajar de forma radical y, ante ello, surge una tesitura: ¿Es posible viajar sin aplicaciones tecnológicas? Esta respuesta parece a priori complicada cuando ya, el Big Data es el mito moderno del Maná, conocido como el “nuevo oro”, aludiendo con ello a la riqueza que un eficiente estudio y gestión de datos puede aportar, se suma a ello un segundo factor que opera también como punto de inflexión en este giro del modelo actual de turismo, cual es la alta concentración de turistas en ciertos destinos que cuestionan el dilema de su sostenibilidad ¿La receptividad sigue siendo la misma? Estos dos hitos –formulados en términos interrogativos- motivan replanteamientos de algunos de los criterios y políticas turísticas consideradas hasta ahora inamovibles sine die.
Para poder dar respuesta a las dos anteriores tesituras, el dilema se centra en replantear el modus operandi del turismo tal y como hoy es concebido, de suerte tal que se crean cuatro grandes paradojas surgidas ante estos nuevos fenómenos de cambios en el sector turístico.
II.- LA TECNOLOGÍA Y LOS VIAJES: ¿AMIGOS O ENEMIGOS?
Uno de los sectores más receptivos al uso de las nuevas tecnologías es precisamente el del turismo. La fase previa al viaje (obtención de información, etc.), durante el viaje (interacción con el destino a través de los dispositivos móviles) y también posterior (a través de las redes sociales) pasa por este nuevo marco a través de una pantalla. El nuevo actor es el denominado “turista digital”, de ser casi un usuario receptor-pasivo de servicios y “paquetes” turísticos estandarizados, ha pasado a quedar empoderado y deviene cada vez más exigente. Pero, este depender tecnológico choca con la esencia verdadera del viaje, aprehendido desde siglos como el intercambio de personas, de cultura, de gentes. Y esta riqueza requiere un contacto directo, de suerte tal que cuando está mediada, pierde parte de su propia realidad (habrá ganado seguramente en eficiencia).
Aplaudimos con esmero todas las soluciones técnicas novedosas que nos permiten preparar, vivir y compartir un viaje en el que iremos –eso sí- apegados a un dispositivo al alcance de nuestro bolsillo. Hoy en día puede ser un robot quien nos puede dar la bienvenida en el hotel elegido. Y es capaz de hacerlo con más más de treinta expresiones faciales diferentes. Si elegimos un apartamento, podremos entrar a él con una clave o un código (aquello de girar la llave pasó a la historia). Pero, siendo éste el contexto prioritario –he aquí la primera gran paradoja- son muchos viajeros y turistas que más allá de poder tomar una fotografía ante un monumento espectacular o contemplar un paisaje de esos que te corta la respiración, priorizan el contacto directo con la gente del destino, quieren involucrarse en su día a día, conocer de primera mano sus costumbres y todo ello con el apoyo en las enseñanzas de Séneca: “Homo sacra res homini”, toda vez el turismo es un encuentro y acercamiento de culturas, que requieren del factor humano.
III.- ESTRATEGIAS DE COMUNICACIÓN DE LOS DESTINOS: ¿QUÉ FUE DE LA ORIGINALIDAD?
Hasta hace apenas unas décadas, el turismo era conocido metafóricamente como “la industria sin chimeneas”, aludiendo a que todo de él irradiaba riqueza y no tenía efectos contaminantes y/o devastadores como cualquier otra industria (que también fuera una fuente de riqueza para el PIB). Actualmente esta situación ya no es vista con tanto optimismo. El sector turístico indiscutiblemente genera elevados beneficios para un destino, pero ahora también ha aparecido –y con gran entidad- la otra cara de la moneda, pues genera costes sociales, patrimoniales, medioambientales, etc. que han inclinado la balanza en su lado más pesimista.
El mensaje publicitario en el ámbito de turismo ha tenido tal potencial que, en torno a su eficacia persuasiva ha sido siempre una cuestión muy debatida si el turista, tenía o no capacidad de decisión propia. Esto es, si el turista simplemente se limita a hacer una foto en un escenario previamente ya conocido a través de la publicidad y carece de capacidad de decisión propia. Siguiendo con este debate de la reiteración del destino, a saber, si el turista es un ser cautivo o no, también desde el ámbito de la imagen, la fotógrafa suiza Corinne Vionnet reflexiona sobre esta idea del mimetismo en los viajes. Y su conclusión tajante es: Todos hacemos la misma foto, estemos ante el Coliseum, la Torre Eiffel o el Big Ben… Esta fotógrafa realiza su trabajo creativo recopilando las muestras de miles de turistas (a través de internet) y, tras un collage, a modo de “impresionismo fotográfico” crea obras de arte con todas nuestras fotos. Y el resultado denota cómo todas las instantáneas son casi idénticas.
Desde la perspectiva de la comunicación de los destinos turísticos, nuevamente estamos involucrados en otra contradicción. Las pautas tienden a la uniformidad de la publicidad, repitiendo los mismos valores, idénticos: ya sea el modelo “sol y playa”, ya sea “un paisaje verde”, por citar dos de los ejemplos de mayor arraigo. Y con ello, se está perdiendo la verdadera esencia, la razón de ser del viaje, pues se relega aquello que el destino tiene de peculiar, de genuino, de diferente. Dos muestras son testigos fieles de esta pérdida del genius loci: el caso Venecia o, los lugares declarados Patrimonio de la Humanidad ante los perniciosos efectos principalmente del turismo de masas.
a.-) Si nos centramos en el caso de Venecia y buscamos su genius loci, la conclusión se evidencia preocupante. Pensemos, siguiendo al escritor Tiziano Scarpa, en el interés de un turista por adquirir un souvenir (una máscara sería lo más típico en esta ciudad). Aún cuando piense que es una pieza de artesano (y así pague su precio), nada más mirar la etiqueta, comprobará que pecó de ignorante, porque se tratará casi seguro de una fabricación en serie. Luego, una vez que tenemos asumido el “made in China”, toca dar un paso más porque el vendedor de este souvenir será un paquistaní o un chino también. Entonces, la cuestión que se suscita es: ¿Qué hay de auténtico en esa compra, en ese souvenir?
b.-) Otro ejemplo real explica esta pérdida de lo auténtico. Ante una declaración de un destino como Patrimonio de la Humanidad, ipso facto surge el binomio inseparable <<prestigio y turismo>>. Este refrendo de contar con el sello de calidad que supone estar en el listado de “Patrimonio de la Humanidad” deviene toda una marca, una distinción. Y con ella el sitio de que se trate pasa a recibir muchísimos más turistas.
A priori todos queremos que acudan turistas a nuestros destinos pero la cosa se complica cuando vienen demasiados. Aquel “nada en exceso” del Oráculo de Delfos postula la máxima de una óptima solución. Pero saber atinar con este justo equilibrio deviene necesario, es el quid de la solución. Ante ello se realizan serias investigaciones sobre “capacidad de carga”; normativas locales de restricciones a la concesión de licencias, etc.
La custodia del Patrimonio ante el turismo de masas pasa a ser la espada de Damocles del destino. España es uno de los lugares del mundo con mayor número de lugares declarados Patrimonio de la Humanidad. En el año 2012, -siguiendo con un ejemplo concreto- los Patios de Córdoba, estos pequeños lugares llenos de arte y vegetación donde se mezcla la cercanía de los espacios íntimos de una casa, pero a la vez estar a cielo abierto, recibieron este respaldo de la UNESCO y pasaron a ser declarados “Patrimonio de la Humanidad”. Actualmente están siendo objeto de investigación precisamente la masificación que se da en ellos con motivo del Festival de los Patios. Teniendo en cuenta además, que el espacio de acceso es pequeño y porque lo que podría entenderse como una visita placentera, se convierte de facto en hacer colas, pisotones, etc. que indudablemente menoscaban el goce de la visita del turista.
Cuando se acerca un poco más el punto de mira y ya, no en el seno de una ciudad, tampoco en alguno de sus emplazamientos catalogados sino de forma más específica en alguno de sus espacios culturales, pensemos por ejemplo en uno de sus museos, también surgen paralelas llamadas de atención sobre cómo se está realizando el acceso al patrimonio cultural disponible. Es el caso de aquellos museos que se han convertido de facto en “lugares de peregrinación”, donde largas colas se han de esperar cada día para poder contemplar la obra maestra. Estos son conocidos ya como “emplazamientos turísticos” en el sentido de que han adquirido una significación tal que, sí o sí, entran dentro de la visita al destino como si fuera una verdadera obligación. Se habla así de nuevas acepciones, en tono preocupante, como son “la polución turística” o también la “turismofobia”.
IV.- EL VIAJERO DEL SIGLO XXI: ¿EL TURISTA INVISIBLE?
El tercer contrasentido ahonda en una mirada sociológica ante el nuevo perfil del viajero que está cambiando las reglas de juego. Y ello además, porque ya se han dado algunos pasos en este giro que se apunta. Estos últimos han sido trazados en un contexto vinculado al sector de los grandes operadores (pe. cadenas hoteleras, portales de buscadores, etc.) donde sí están ya modificando sus estructuras y operatividad de funcionamiento y adaptando sus negocios ante esta situación de cambio.
No obstante, en los últimos años ya se está consolidando una solución ante estas contingencias que se resume en la secuencia de <<nada de circuitos>>. Son turistas casi invisibles para la macroeconomía y para la estadística. Buscan los denominados “segundos y terceros lugares” como leitmovit del viaje. Aquellos destinos que no aparecen nunca en el top ten de los lugares más visitados. Este nuevo viajero busca sentirse como uno más de la ciudad y, abandona (huye de) las rutas ya trazadas. Es por ello, que para satisfacer esta demanda, son ya muchos los establecimientos hoteleros que en su oferta incluyen una experiencia personalizada, ajustada a los intereses y gustos personales de cada cliente.
Este salto cualitativo desde un turismo de masas a un turismo personalizado está evolucionando in crescendo por dos factores principalmente. Uno de ellos está vinculado con la tecnología móvil que está desplazando todas las estrategias de comunicación que requiere ahora una personalización para poder tener éxito. El segundo factor de este giro copernicano responde al colectivo “millennials” que quiere ser parte del proceso de toma de decisiones y rechaza todo aquello que le venga impuesto desde fuera. De ahí que diseñe los viajes según sus propios intereses que siempre pasarán por involucrarse directamente con el propio destino.
Existe detrás de este cambio del rol del viajero una razón sociológica vinculada con la categoría de “lo local” y otra antropológica, asociada al “sentido de pertenencia”. El turista hasta ahora, cuando visitaba un destino y acudía a un lugar desconocido para él, lo veía desde la lejanía, como espectador. Ahora la demanda turística ya no son los servicios, son las “experiencias”. Ello significa, entre otras facetas, poder participar directamente en las actividades cotidianas de los residentes y, hacerlo además, junto a ellos. Así, por ejemplo, cuando desde el destino se oferta la posibilidad de ir por la mañana a comprar los ingredientes al mercado junto al encargado de un bar y luego, entrar en las cocinas (con todas las normas de protección previstas en los reglamentos) y más tarde por ejemplo, poder comer las tapas o la paella, entonces, el turista ya no se siente un extraño, se creará una integración tal que le aportará riqueza y significación a la experiencia de viaje. Habrá pasado a quedar integrado y a entender con mayor sentimiento, aquel plato típico en aquella taberna. Así sucede por ejemplo con la actividad de la pesca en las Islas Cíes, donde los turistas pueden aprender esta técnica con un grupo de pescadoras de la zona, participando con ellas en la pesca. Y luego, el pescado, lo pueden cocinar en un restaurante para degustarlo.
Un botón de muestra de prácticas que relegan visitas a las ciudades en las que no había ningún elemento de integración con las gentes del lugar y optan por darle prioridad a las experiencias humanas directas entre culturas, es la fomentada en Jerusalén desde el propio destino, denominada “Mujeres y fábulas” que consiste en abrir una vivienda privada, compartir una mesa con turistas y charlar animosamente todos juntos: viajeros y residentes, en una clara apuesta por el fomento de las relaciones humanas en los destinos.
Esta integración con “lo local” se ha convertido en un valor añadido para el nuevo turista. Se involucra con la ratio de “identidad”, en el sentido de poder acceder e intervenir de forma personalizada. Y está teniendo más impronta en las últimas tendencias de valoración de experiencias turísticas. Es en muchos establecimientos hoteleros la gran apuesta de su estrategia de marketing (pe. desayunos con comida denominada “kilómetro cero”, propia de cada destino, etc.). Estos deseos por participar en lo auténtico es la nueva demanda del nuevo perfil del turista del siglo XXI.
V.- LA PÉRDIDA DE LAS CIUDADES: ¿LOS “LADRONES SILENCIOSOS”?
La cuarta paradoja del turismo, además de los enfoques del interés tecnológico prioritario de un viaje; de la estandarización de las estrategias para comunicar un destino y del nuevo rol del viajero, concurre una incongruencia, la cual es la pérdida de la ciudad por los propios residentes en ellas. Asistimos a unas “nuevas ciudades” en las que ya todo gira y se mide por parámetros turísticos. ¿Tienen ya los turistas mayor peso que los propios ciudadanos? ¿Están los turistas desplazando a los residentes? Se estudia ya el parámetro de la “gentrificación” a la hora de dibujar la radiografía social de una ciudad, en la que el turismo ha entrado con peso fuerte en ella. Son muchas las ciudades en los que los centros históricos quedan convertidos en una suerte de escenario preparado ad hoc para el turista y, los residentes incluso se ven obligados a cambiar sus viviendas hacia otros barrios ante los efectos que provoca, en especial la subida de precios de estos barrios céntricos.
En los recientes estudios estadísticos las escapadas urbanas (denominadas: “citybreaks”) han aumentado del 17% al 26% en los últimos años. El conocimiento hoy en día se involucra en un contexto prioritariamente urbano.
Las voces más autorizadas destacan cómo los centros históricos de muchas ciudades (pe. Barcelona, Dubrovnik, Venecia, Praga, etc.) se han convertido en un contexto irreal, en una puesta en escena, en lo que ya se conoce como la <<museificación de las ciudades>> (también se usa la denominación: “Disneyficación”). Son aquellas en las que la vorágine del turismo ha arrasado con tal fuerza, que ha vaciado de contenido y de su esencia el propio destino. Todo ya preparado para atender a los turistas con tiendas de souvernir idénticas en hileras de calles; restaurantes que reproducen lo que se denomina “cómoda típica” del destino, etc. Y donde ya los residentes son casi obligados a adaptarse con nuevos negocios creados ex profeso con un interés turístico.
Sobre este fenómeno de las multitudes en un contexto urbano, y las dicotomías que se generan, Deyan Sudjic lo expone de una forma sumamente gráfica: “Tememos ver cambiar las ciudades de tal modo que nos arrebaten el recuerdo de quiénes fuimos nosotros y aquellos que vinieron antes que nosotros. Cuando la multitud toma una ciudad, ignorarla no es una opción, ya nos identifiquemos con ella o intentemos huir de ella. La multitud se convierte en una experiencia física, en la cual la forma espacial de la ciudad representa un papel significativo. La libertad de acción del individuo se ve restringida por la presión de los cuerpos y la construcción del espacio. Calles congestionadas, llenas de gentes, se convierten en multitud solo cuando esas personas son conscientes de ello. Es un reflejo en parte del aumento incesante de la población del mundo, en números absolutos, y también de la creciente movilidad de más personas cada vez”.
Son muy operativos los denominados “estudios de carga” para medir qué impacto tendrá una población determinada sobre un territorio y, a su vez, la capacidad de respuesta que tendrá el mismo. Incluso resulta llamativo como en destinos turísticos consolidados (con una demanda estable durante todo el año), se llega a ponderar la “gestión de la abundancia”, esto es, cómo atender a nuevos turistas que reclaman un destino que ya está ocupado con una tasa media del 100%. Y también ahora, se pone de manifiesto en estas planificaciones atender a la población residente, pues existen alertas que resumen esta evolución, este nivel de tolerancia socio-personal desde del destino, haciendo constar que se ha pasado de la “hospitalidad” a la “hostilidad”. Todo ello explicado porque el residente en su ciudad, ante un turismo masificado, ya no se siente “visitado”, ha pasado a sentirse “invadido”, en un atisbo de incomodidad al ver que ya no puede salir a pasear tranquilamente (pues están las calles más céntricas abarrotadas) o cómo los precios para los consumos diarios (como puede ser tomar un café) se duplican y triplican. Son sólo algunos de los ya muchos impactos negativos que está generando el turismo en determinados destinos.
En esta pérdida de los espacios de vida común se habla ya de los “ladrones silenciosos”. Desde una perspectiva más próxima podemos hilvanar una secuencia ilustrativa de esta merma de los espacios comunes. Primero fue el patio. Ocupada el lugar central en la vivienda. Todo un protagonista en el marco hogareño. Pero, nos descuidamos un poco y ya, nos quedamos sin él. Yo les pregunto a mis amigas profesoras de infantil si todavía los más pequeños de los colegios siguen bailando con aquella canción tan pegadiza “El patio de mi casa es particular”. Y me responden que ha dejado de ser una de las canciones más populares en los centros escolares.
Son muchos los arquitectos especializados en el desarrollo de los entornos urbanos que apuntan a cómo ahora nos conformamos y hasta incluso presumimos –cuán inocentes andamos- de tener un jardín vertical. Cuestión de ir “robando” metros. Claro que, desde una perspectiva técnica la visión es distinta: Del plano, pasamos a la línea vertical. Todo, según nos enseñó Ramón de Campoamor en uno de sus poemas: “del color del cristal con que se mire”
Después fue la cocina. Pasó de ser un lugar de encuentro, de reunión, de compartir la vida, al hoy reducido espacio de producción estricto sensu. Cuántas exquisitas recetas se habrán perdido en este devenir de estrecheces, porque ya no hay siquiera espacio para sentarse en torno a una mesa. “La moda que se lleva es la barra”, me dicen muchos diseñadores. Y yo, pues eso, que me estoy quedando anticuada; que soy más de mesa.
Y ahora nos están robando las calles. También lo reconocen los urbanitas. Son muchas las urbanizaciones que se configuran como guetos aislados, protegidos por mallas de seguridad. Lo de jugar en la calle fue primero el lugar donde se experimentaba la primera sensación de libertad y más tarde pasó a ser deporte infantil de alto riesgo. Y hoy ya, a desaparecer.
Si esta concatenación de “robos silenciosos de los espacios” la miramos con perspectiva de futuro, la tendencia lleva aparejada una agravante más. Estamos a nada de quedarnos sin “mercado de tiendas”. La tendencia de comprar ya todo tecleando el ordenador va cerrando pequeños locales con cada toque que pulsamos en el “acepto”.
Sin patio, sin cocina, sin calles, ¿qué nos queda entonces? Únicamente ¿la ciudad? Sergio del Molino plantea un peculiar retrato reflexivo en el que “se dibuja una distopía en la que Europa se ha convertido en un parque temático. Desindustrializada, en medio de una decadencia económica imparable y atenazada por los imperios emergentes, la vieja Europa se entrega al turismo como única posibilidad de supervivencia”. Y tal vez ya lo anticipaban aquellas las primeras líneas de La Regenta: “La heroica ciudad dormía la siesta”. En esta posición durmiente, a nada que nos descuidemos, nos la roban seguro. El auge del turismo urbano es de tal entidad que muchos expertos vaticinan que “en el futuro las ciudades serán turísticas, o no lo serán”.
VI.- CONCLUSIONES
La tecnología sin las personas, pierde su esencia. Los expertos apelan a una nueva era del Renacimiento. Si ya entonces aquel nuevo humanismo situó a las personas en el centro, hoy (pese a vivir en un mundo regido por velocidad, medido en bytes y que da prioridad a la pantalla) no pueden quedar las personas relegadas, pues son también ellas el motor de las ciudades. Y todo ello bien entendido que, aún cuando estas nuevas aplicaciones resultan óptimas y son bien recibidas, no se puede dejar de mencionar el componente humano que en todos los viajes existe. Recordemos la bonita descripción de Antoine de Saint-Exupéry: “No somos sino peregrinos que, yendo por distintos caminos, trabajosamente se dirigen al encuentro de los unos con los otros”.
Asistimos a un nuevo giro copernicano: del homo sapiens al homo viator. Las nuevas tecnologías (homo sapiens) son bienvenidas, aportan gran utilidad de orden práctico en los viajes pero, el plus de enriquecimiento viene del factor humano, pues no se puede obviar que el contacto con las gentes (homo viator) es una de las grandes aportaciones de los viajes. Y cuenta con la sapiencia de las enseñanzas clásicas, en especial a una de ellas contenida en el oráculo de Delfos: “nada en demasía”, esto es, la búsqueda del justo término entre viajar con y sin apps, para lograr así una <<buena amistad>> del turismo y de sus protagonistas. Es por ello preciso apelar, justo en este punto, al saber clásico que ponderaba la virtud en una posición equidistante, para no abusar de ninguno de los extremos.
El turismo crea irremediablemente graves paradojas. Ya no se irradian únicamente bondades. Y la protección patrimonial y la sostenibilidad del destino son ahora los retos y prioridades irrenunciables. Pero junto a ellos, se suma una gran pérdida: el genius loci de las ciudades. Y cuando ya se carece de idiosincrasia, entonces se puede llegar a perder la ciudad misma, que va quedándose silenciosa y paulatinamente sufriendo hurtos de todos sus espacios de vida común.
VII.- REFERENCIAS BIBLIOGRÁFICAS
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Primer Premio Ensayo corto en inglés - Estudiantes
Persuading Britain
Autor: Ellen Buckland
Master in Customer Experience and Innovation
Irlanda
“Every idea, individual, and institution has a full and fair hearing in the public forum”
Scott Cutlip
In June of 2016 people across the United Kingdom woke up to a very new reality, a divided Kingdom. After months of referendum centered media messages cluttering their newsfeeds, today there was one worth reading; 51.9% of the U.K had voted to leave the European Union and 48.1% to remain. This result met with general feelings of bafflement, shock, and uncertainty shared by the general public and politicians and media alike. It was accompanied by ‘buyer’s remorse’ as Google Trends most highlighted questions the following day were “What is the EU?” and “What happens if we leave the EU?” The Brexit 2016 Leave Campaign triggered an unprecedented political upset whose ramifications will be felt for decades, and in order to understand their campaign success we should analyse the following: persuasive tactics used by conventional and digital media channels, data leveraging, data harvesting and algorithm use. The ethical framework on which Leave communication teams operated is relevant to their success, as is brief comparative analysis with the Remain campaign.
Human beings are driven to make decisions based on strong emotional drivers ranging from delight to anger, fear to hope. Capitalising on emotion (pathos) was a key Leave Campaign strategy, as they chose to capture voters’ feelings and desires in their campaign message “Take Back Control”. This was more than a slogan; it spoke to nostalgia, independence, strength, and empowerment. Daniel Kahneman depicts the power of emotion over logic in ‘Thinking Fast and Slow’ which illustrates how our brain processes information and makes decisions using its system one which is intuitive and emotional. In contrast, the Remain campaign used statistics and reasoning (logos) in media communication. Communication ethics experts Jaksa and Pritchard adhere that “rational argument is not the only morally acceptable form of persuasion”. They believe as long as no stark dishonesty nor manipulation is used then people capable of judicious choice can be reached through different persuasive styles. ‘Taking back control’ implies someone (the government) has snatched it away from you in the first place, which speaks to the age-old ideology of downtrodden masses rising up against an oppressive authority. The film ‘Brexit: The Uncivil War’ also depicts Leave strategist Dominic Cummings continuously promoting war related analogies and ideologies which translated to the mass media as a rebellious fight for the people. Wording in popular UK newspapers such as ‘The Sun’ and ‘Daily Mail’ referred to referendum day as ‘Independence Day’, implying British people were imprisoned by the EU, and only through voting to leave would they escape. In the ‘Express’ these patriotic messages were echoed with the “EU stealing Britain’s ‘hard-fought freedom’, calling for the UK to ‘save democracy’, ‘regain control’ and its independence”. Media tone for Leave was motivational, hopeful, and positive, whereas for Remain it was predominantly negative and accusatory. Focus on shock and fear emotions backfired for Remain who were eventually nicknamed ‘Project Fear’.
Whilst the Remain media campaign used expert opinion to support their message, Leave challenged traditional authority and quoted the same number of celebrities as academics in media campaigns. They chose this persuasive tactic of ‘liking’ through linking popular celebrities or brands to political messages of Leave, including actors Michael Caine and John Cleese. As role models and recognisably ‘British’ actors the media capitalised on their stance to influence potential voters. ‘The Sun’ went one step further to create likeable associations in framing figures like the Queen and Prince Harry alongside the Leave Campaign on their front pages. This is in a sense unconditional conditioning to have readers associate the stimulus of the Royal family with leaving the EU. An ethical analysis of this media tactic speaks to Gaffney “the advantage of a lie without telling a literal untruth” more than open deceit. The Royal family are openly neutral on all political matters, something which an educated readership would know. However, some uninformed readers may fall prey to these kind of persuasive framing tactics.
Repeatedly using a simple and digestible message ‘Take back control’ throughout the media incorporates Robert Cialdini’s persuasion principle of ‘Commitment and Consistency’ which speaks to the persuasive power of an unwavering self-image reinforced through definitive small actions or commitments. As a majority of traditional media committed to a specific Brexit stance, this principle also applied on a general level, with readers of ‘The Sun’, ‘The Daily Mirror’ and ‘The Daily Telegraph’ assured their papers were committed to upholding consistent views every day. Social proof and consensus were also utilized by mass media for both Leave and Remain messaging. Firstly, motivational messages began with ‘we’ which evoked community and togetherness amongst the people who stand behind the movement. Secondly, the use of social media tools including likes, retweets, shares, testimonials, and forums linked people with other like-minded voters to strengthen and reinforce their beliefs. People expose themselves to others whose output will resemble their own and as David Cameron’s campaign manager, Lynton Crosby said of political advertising; “Its purpose is really to reinforce and trigger existing perceptions”.
Lastly the persuasion principle ‘scarcity’ - generating a fear of losing something - was also pervasive in mass media, aiming to stimulate patriotism as shown here:
“At various times, readers of UK papers may have read that ‘Europe’ or ‘Brussels’ or the ‘EU superstate’ has banned, or is intending to ban kilts, curries, mushy peas, paper rounds, Caerphilly cheese, charity shops, bulldogs, bent sausages and cucumbers, the British Army, lollipop ladies, British loaves, British-made lavatories, the passport crest, lorry drivers who wear glasses”
Scarcity was particularly prevalent in media messages focused on a lack of jobs, struggling economy, or rise in immigration.
“Images are powerful, they can move us in ways words cannot”. The Brexit Leave Campaign chose one of the oldest storytelling methods of all, art. They created memorable icons with the ‘EU ball and chain’ shackling British people, and a cup of tea becoming a recurring symbol for national pride. The teacup proves metaphorical power in visual persuasion as Britain was depicted as tea or a slice of Terry’s chocolate orange being consumed by the EU, whilst Remain used the metaphorical image of Britain as a teabag “which will make the whole cup stronger when in but when taken out the tea is weaker, and bag goes straight into the bin”.
Perhaps the strongest icon of all was Nigel Farage (UKIP leader) standing in front of a poster of immigrants walking through a field captioned “Breaking Point”, an image used repeatedly by various media channels to generate primarily negative discussion about immigration, terrorism, and the economy. Many MPs and members of the public denounced this image as xenophobic propaganda, some likening it to Nazi images pre-WW2. The photo dominated media preceding the referendum and was commonly framed alongside statistics of rising crime and job losses, in an attempt to anchor EU immigration alongside negative consequences. The press capitalized on a refugee crisis in Syria to win voters using a Utilitarian approach in which benefit is shown in economic terms and empathy for the minority group was nonexistent. Ethically, this would not stand up to the Tares test as it lacks an awareness of social responsibility and moral justice in the depiction of the refugees. Reports of increased racist attacks and xenophobic feeling in the U.K post referendum are, in my opinion, linked to this distorted mass media portrayal of a non-white immigrant mass arriving to steal British jobs.
Amid these persuasive tactics was Leave’s powerful communications strategy incorporating personal data collection and targeted social media messaging. “Using the Internet, the Leave camp was able to create the perception of wide-ranging public support for their cause that acted like a self-fulfilling prophecy, attracting many more voters to back Brexit” Google Trends data from 2016 proves the immense popularity of Leave on the internet. Dominic Cummings allegedly worked with data mining company Aggregate IQ to develop algorithms for gleaning personal data on social media platforms, then used this to customize thousands of millions of advertisements to target potential voters and influence them. Many of the adverts had no obvious affiliation with Brexit with one promoting football championship contests for example, or they were irrelevant but emotionally grabbing such as saving polar bears or stopping bull fighting. Most centered on emotionally charged images of healthcare or immigrants to incite interest. The more clicks, shares, tweets, and likes generated by these targeted ads, the more data collected for Leave. The more they knew about their potential targets, the easier it would be to tailor make Leave messages for them that would relate to their interests or needs.
The ethical implications of these data harvesting tactics are far reaching and Cumming’s social media focused strategy has essentially changed the face of how politics will work. He, alongside Robert Mercer are currently under investigation as connections have been alleged between themselves, Vote Leave, and the contentious firm Cambridge Analytics. The legality of data mining and behavioural microtargeting in the campaign is under review, along with budget overspending and misuse of funds. I predict a lengthy and controversial judicial process ahead due to the lack of current UK legislation on social media regulations. If Cummings did not feel he was breaking a law does that make his media persuasion strategy ethical or acceptable? According to renowned philosopher Immanuel Kant it does not. He supported the need for empathy and respect with those you are persuading, to in effect treat others as you would like to be treated. Obtaining data without consent as a means to influence the political campaign of Leave would be unethical and akin to the media acting as puppet masters controlling the masses for self-benefit. Contemporary ethicists share this view that “Human beings … should not be treated merely as a means to an end; they are to be respected as ends in themselves. Human beings are ‘beyond price’”. The level of respect a media persuader has for their targets is intrinsically linked to their own morals and ethical framework. Respect implies elements of truth and empathy which in my opinion do not equate to data and algorithms.
Propaganda, data manipulation, and deceit by the mass media in the Brexit referendum of 2016 clearly radically changed politics. Other campaigns have since focused on exploiting social media tactics, such as Donald Trump’s U.S election. Fast forward almost three years and Brexit discourse in the UK is still charged with anger and confusion. Politicians struggle to reach an accord, the media touts their incompetence, society fissures and fractures. Is this the future we want for mass communication? This question must be answered soon, before mistrust and suspicion eternally poisons British society.
APPENDIX
1. Cooney, Samantha. UK Voters are Asking What is the EU? Business Insider.
2. Levy, David, Aslan Billur, Bironzo Diego. UK Press Coverage of the EU Referendum. Reuters Institute for the Study of Journalism.
3. Levy, David, Aslan Billur, Bironzo Diego. UK Press Coverage of the EU Referendum. Reuters Institute for the Study of Journalism. Accessed 16 March 2019
4. Thoroor, Ishaan. New Pro Brexit Ad Gets Linked to Nazi Propaganda. The Washington Post.
5. Baker, Sherry and Martinson, David L. The Tares Test: Five Principles for Ethical Persuasion. Journal of Mass Media Ethics, 16(2&3), 148–175. Lawrence Erlbaum Associates Inc
6. Web FX. 7 Huge Points That Google Trends Tells Us About Brexit.
7. The Three Pillars of Persuasive Speech: Ethos, Pathos and Logos. Aristotle’s Rhetorical Triangle.
Segundo Premio Ensayo corto en inglés - Estudiantes
The Holistic Success Formula - “A Blueprint for Life”
Autor: Giovanni Doemeny
International MBA
EE.UU.
TABLE OF CONTENTS
I. INTRODUCTION
II. THE HOLISTIC SUCCESS FORMULA
III. HEALTH
IV. HAPPINESS
V. MEANING
VI. EFFECTS OF MISSING PILLARS
VII. VERIFICATION – MASLOW’S HIERARCHY OF NEEDS
VIII. IMPLEMENTATION
IX. CONCLUSION
X. AFTERWARD – THE EVOLUTION OF THE HOLISTIC SUCCESS FORMULA (ABOUT THE AUTHOR)
I. INTRODUCTION
What is “Success”?
Success is a concept that is often debated, especially in recent years. It is something everybody desires, but not many understand completely. The expectations placed upon everybody to achieve a uniform definition of “success” are ubiquitous in school, at home, and in the workplace. Yet as employees work harder towards an undefined goal, workplace dissatisfaction continues to rise. According to Gallup’s State of the Workplace report, 85% of employees are not engaged, or actively disengaged from work (Harter). There is a disconnect between perceptions of “success,” versus the true, complete definition of Success.
Social norms and modern marketing overemphasize consumerism and the importance of financial and material wealth to measure success. This is apparent by how the wealthiest are often the most revered in society, and the way individuals openly display their possessions as a show of superiority. Open displays of material belongings such as fancy cars and big houses are understood as markers of “success.” But at what cost? Ever increasingly, professionals feel pressured to work longer hours in more stressful job situations, sacrificing their physical and mental health in the relentless pursuit of career “success.” Although material possessions certainly can make for a more comfortable life, the endless pursuit of financial gains can be a direct cause of unhappiness, as the wealthy devote their lives to the maintenance of their possessions and “status.” While there is a relation between wealth and happiness, wealth is not the sole benchmark of success.
Others argue that success can be simply defined as “happiness.” While appealing, this belief is idealistic and naïve. Happiness does not cure hunger, nor provide shelter. A selfish, hedonistic pursuit of happiness does not add value to the world, and is almost impossible to attain as an isolated state of being in the absence of concomitant pursuits. Rather than the definition of Success, “happiness” is, in fact, a result, or byproduct, of a conscious effort in the pursuit of specific components that comprise Success.
Success is challenging to define because it is up to the individual to define her own success. Often, the confusion lies in the fact that the wrong question is being asked. The question should not be “What is Success?” but rather, “What does Success mean to me?” Henry David Thorough brilliantly stated: “Live the life that you have imagined” (Thoreau). In other words, Success is what each person defines it to be for herself. Although the definition is not the same for everybody, Success can be defined and measured for every unique individual using a single formula composed of three pillars. Through an understanding of the holistic definition of Success, one can make incremental improvements in their behaviors, resulting in a life of prosperity and fulfillment.
II. THE HOLISTIC SUCCESS FORMULA
Success is a multi-dimensional standard, and therefore cannot be simply defined and measured by a single benchmark. One must take a more holistic approach to observe, measure, and implement in order to work towards achieving Success. A review of the diverse opinions on this topic expressed by some of the greatest thinkers, writers, philosophers, entrepreneurs, and public figures (including the Dalai Lama, Mahatma Gandhi, Henry David Thoreau, Abraham Maslow, Viktor Frankl, Tony Robbins, Hal Elrod, Jordan Peterson, and others) reveals that Success can be defined by a single formula comprised of three components:
SUCCESS = HEALTH * HAPPINESS * MEANING
An equal focus on all three pillars is crucial. The overemphasis on one pillar over another will cause imbalance and is a detriment to success (examples to be provided later). The Holistic Success Formula should be thought of as a Venn diagram, with Holistic Success at the central intersection of Health, Happiness, and Meaning.
Each pillar may be further broken down into nine subcategories to be outlined in detail in the following sections, with recommendations for strategies of development:
Health:
• Physical Health
• Mental Health
• Emotional Health
• Spiritual Health
Happiness:
• Relationships
• Lifestyle
Meaning:
• Purpose (Career)
• Growth
• Contribution
III. HEALTH
“It is health that is real wealth and not pieces of gold and silver.”
Mahatma Gandhi
Health is foundational to Success. It is the internal measure of Success. The state of one’s health has a direct effect on one’s ability to perform externally. Yet, unfortunately it is often the first thing that is neglected in pursuit of material success. A bias towards western medicine to the exclusion of complimentary alternative practices results in an overemphasis of health as the absence, or the overcoming of disease. This contributes to a fundamental misunderstanding of what it means to be truly healthy. A more accurate and truer definition of health incorporates the pursuit of physical, mental, emotional, and spiritual balance in our daily activities. These are often cited as the four main dimensions of physical wellness (Wellness). According to the constitution of the World Health Organization: “Health is the state of complete physical, mental, and social well-being and not merely the absence of disease or infirmity.” “It is the fundamental right of every human without distinction of race, religion, political belief, economic or social situation” (WHO).
1. Physical Health
Physical health is the state of one’s body. There are countless books, articles, interviews referring to the proper maintenance of physical health. But put simply, physical health is proper nutrition, movement (more commonly known as diet and exercise), and sleep.
a) Nutrition
The basic building block of physical health is proper nutrition, or the food ingested into the body. Every cell in the body is made from the components of what is consumed by an individual (or her mother). This is why nutrition is a logical starting point of the Success Formula. The food we eat is digested by gastric acids and enzymes. The ingested carbohydrates are broken down into glucose which is used as energy. The ingested fats are the building blocks of fatty acids that comprise the cellular membrane and help in the digestion of certain vitamins. The body uses ingested proteins to make enzymes and hormones and to do the work in cells required for structure, function and regulation. The cells in our body together become specialized organs that make up the most evolutionarily advanced structure on the planet.
There are numerous diets and contradicting evidence claiming to be the “right” diet, but all reputable dietitians agree on a central tenet that a healthy diet comes from a balanced intake of natural foods. “Dieting” has come to be synonymous with strict regulation of caloric intake. Proper nutrition does not come from calorie restriction or drastic changes to one’s diet, but from a lifestyle of consistent healthy eating (Wanjeck).
b) Movement
Before the industrial revolution, human survival necessitated a basic ability to move. Modern technology has unfortunately forced humans into an unnatural sedentary lifestyle, and therefore physical movement has become a low priority in today’s comfortable living environment. Lack of movement results in increased risk of cardiovascular disease, obesity, diabetes, venous thrombosis, pulmonary embolism, and stroke, to name just a few significant examples.
Movement is vital to maintain strength, flexibility, and endurance. Hormonal releases that are associated with movement increase energy, productivity, and mood. Even in a sedentary lifestyle, movement is at the core of physical health, which is the base of Success. There are a multitude of movement/exercise options to choose from, but the key is to do some sort of movement daily, no matter how minor. Mornings are best to release dopamine and boost energy and metabolism.
c) Sleep
Sleep is vital to our physical, mental, and emotional health for various reasons: it is the time our body recovers and detoxifies. Sleep is when the brain stores information as memories through memory consolidation. Lack of sleep can deteriorate mood, cardiovascular health, and immune function (Harvard Health).
It is important not to sacrifice sleep for work, study, or for any other reason. It is proven that after a certain point the loss of sleep has a greater effect on performance than the extra hours gained working (Harvard Health). Regular sleep cycles are also important to maintain a proper circadian rhythm. The recommended amount of sleep for adults is 7-9 hours per day (National Sleep Foundation).
2. Mental Health
“Mental health is defined as a state of well-being in which every individual realizes his or her own potential, can cope with the normal stresses of life, can work productively and fruitfully, and is able to make a contribution to her or his community” (WHO). To the extent our work requires high-functioning cognitive abilities, the state of one’s mental health is directly related to job performance. Mental health is also related to one’s ability to pursue his or her goals outside of the workplace.
Like diet and exercise, the path to optimized mental health comes from practice. The more the brain learns, the better it becomes at learning: the growth is exponential. It is important to take time out of every day to read, exercise the mind, and learn something new. As stated above, sleep is also vitally important to proper mental health.
3. Emotional Health
Emotional health is the ability to control one’s thoughts, feelings, and behaviors. Although related to happiness, it is not synonymous. Emotional health is a person’s ability to respond appropriately to any given circumstance. The value of emotional health is clear in both work and social settings, as emotions are often the cause of one’s behavior. By maintaining control of our behavior and actions, even under duress or stress, the ability to act rationally and appropriately to achieve a positive outcome is greatly enhanced.
Daily mindfulness exercises are recommended by experts to improve both mental and emotional health. The two most recommended practices almost unanimously praised by professionals are proper sleep and meditation. The benefits of sleep are listed above under Physical Health. Meditation requires taking a moment out of the day (5-30 minutes recommended) to sit in silence, focus on breathing, and be mindful of the present. It has been proven that meditation reduces stress, controls anxiety, promotes emotional health, enhances self-awareness, among its many other health benefits (Healthline).
4. Emotional Health
Spiritual health is often inaccurately confused with religion. It can also be considered the most highly controversial subcategory of Wellness. Without detailing any specific dogma, spirituality can be broadly defined as one’s sense of connection with those around him/her. This can be in the form of religion or not (Ruiz). It is the sense of transcendence one feels beyond oneself.
Spirituality is a component of Success because humans are social creatures; we depend on each other for support, and Success cannot be achieved alone. By focusing on our similarities rather than our differences, one can feel more at peace and harmony with the community. Professionals recommend practicing awareness and gratitude daily for all the good fortunes of life in order to appreciate all that the universe has provided us.
IV. HAPPINESS
"Happiness consists more in small conveniences or pleasures that occur every day, than in great pieces of good fortune that happen but seldom to a man in the course of his life." Benjamin Franklin
"A calm and modest life brings more happiness than the pursuit of success combined with constant restlessness." Albert Einstein
Finding happiness is a deep, philosophical search that has been researched, discussed, and argued for centuries. While there are a multitude of things that can make a person happy, it ultimately comes down to one’s own perspective of their environment, which is influenced by mental and emotional health. But there are two external factors that can increase or decrease one’s happiness: lifestyle and relationships. Lifestyle is personal, and relationships are interpersonal, and together they are the two sources that bring joy to our lives; they are the uplifting forces that allow us to endure any hardship.
1. Lifestyle
Lifestyle is simply and completely defined by the Cambridge Dictionary as “someone’s way of living” (Cambridge). A person’s lifestyle can be busy or peaceful, active or relaxing, social or secluded: there is no correct answer for what type of lifestyle is “best.” What is important is that the lifestyle matches a person’s desires. Today, many define lifestyle as work/life balance. Others believe that work should be enjoyable and should not be differentiated from “life.” Both are viable solutions. The measure of Success in the category of Lifestyle can be defined by one’s ability to practice and pursue what they love: their passions.
This is where money and financial success make an impact. Everybody has heard the cliché: “money does not buy happiness.” This is actually not completely true. According to a Harvard study, there is, in fact, a correlation between money and happiness (Wirtz). However, after a certain point, there is diminishing marginal return on happiness for increased earnings. There is a clear explanation for this. Money allows the freedom to pursue one’s passions. And the more money one makes, the more freedom one has; but after a certain point, the excess money does not bring as much additional happiness. It has been shown that experiences (lifestyle) reciprocate more happiness than material purchases (Pozin). Therefore, financial wealth should be pursued in the amount that it allows an individual to pursue her passions, while resisting the perpetual pressure to accumulate additional wealth that only serves to diminish happiness and fulfillment.
2. Relationships
Relationships are our connections with other people: friends, family, loved ones, coworkers, etc. This is the support network that comforts in the most difficult circumstances, and the people with whom to celebrate the greatest victories. Humans are social creatures, and we survive and thrive on our dependence on each other.
Successful relationships are not measured by the quantity one has, but by the quality of the relationships. It could be many or few. What matters is that the quality of relationships one has matches the emotional support one needs.
Like every other category of Success, relationships require practice, patience, and dedicated effort. It is essential to make a conscious effort to keep in touch with and express gratitude and appreciation to loved ones. Furthermore, it is important to maintain one’s relationships throughout one’s life, even if separated by time elapsed or geographical distance. This simple action will reap a rewarding sense of belonging and be an important source of happiness.
V. MEANING
“The true meaning of life: We are visitors on this planet, we are here for ninety or one hundred years at the very most. During that period, we must try to do something good, something useful, with our lives. If you contribute to other people’s happiness, you will find the true goal, the true meaning of life.” The Dalai Lama (DalaiLama.com)
The search for the meaning of life is an attempt to explain the significance of life. Throughout history, philosophers, scientists, and theologists have developed varying explanations for our existence. Today, millennials are also increasingly searching for an existential “meaning of life.” These topics are far beyond the scope of this report; however, these questions do not need to be resolved for an individual to live a more meaningful life. One must simply understand the three main components of living a life of meaning.
1. Purpose (Career)
Purpose is “the reason for which something is done or created or for which something exists” (Oxford). This is most associated with one’s career, but not always. It is the answer to the question: “What do you do?” However, each individual was not put on this earth for a single purpose. One can be a professional, a mother, a bringer of joy, and a leader of change, all at the same time. One’s purpose can also change throughout the course of her lifetime. But the most important realization in selecting one’s career path is how much she feels it matches her skills and motivations, and if one feels she is making an impact.
The best way to discover one’s purpose and to follow a career path that will provide fulfillment is to answer the following questions: “What drives me? What energizes me? What am I willing to make sacrifices for? Whom do I want to help and how? What do I love? What am I passionate about?” Through these design thinking exercises, one can gain clarity on a life and career path that will bring maximum self-actualization.
2. Growth
One is never done learning, growing, or improving, even when she is the best in her profession. When Michael Phelps won his first Olympic gold medal, he did not stop competing. Perfection is impossible to attain, and there are always ways to improve oneself. To conclude one’s pursuit of excellence after achieving a single specific goal will result in an unsatisfying void. In Okinawa, where there are the greatest concentrations of centurions (people who have lived over 100 years), citizens work until their very last day perfecting their craft, whatever it may be. They find solace in consistent, gradual improvement, which cultivates their longevity (Jozuka).
Growth happens in small increments, over long periods of time. Bill Gates once stated, “People overestimate what can be done in one year, but underestimate what can be done in ten” (Gates). By creating short, medium, and long-term goals, one can build for a steady growth trajectory. If one builds good habits today, there will undoubtedly be positive returns in the future.
3. Contribution
Contribution is the role one plays in bringing about positive change or helping create improvements. It is crucial to sustaining and improving our world. Unfortunately, the overriding pursuit of selfish material success can be deleterious to the world around us, and to the planet. Our consumerist culture has directly and irreversibly depleted the Earth’s environment, biodiversity, and natural resources. It is hopeful that with increasing awareness of the inter-connectivity between humans and our planet, progressive thinkers are finding solutions, and there is beginning to be a shift in this paradigm.
Ultimately, the greatest fulfillment comes from contribution (Robbins). As individuals, this is achieved by giving back as much as possible in our daily pursuits. The most rewarding experiences come from acting selflessly for the benefit of others. This is why giving gifts to the less fortunate during the Holidays, or volunteering at a non-profit feels so good. There can never be too much giving. But contribution does not have to only be in the form of volunteering. Many of the best entrepreneurs agree that their greatest success comes not from the size of their company, but the positive contribution they were able to make on the world. The ultimate display of Success comes from helping improve the lives of others.
VI. EFFECTS OF MISSING PILLARS
Health, Happiness, and Meaning are complementary: they each have an effect on the other. It is important to put an equal focus into all three. An overemphasis on one or two pillars, while neglecting the others will lead to imbalance; and the absence of one pillar will actually have counterproductive effects on the others. To illustrate the effects of a missing pillar, three caricaturized extremes are described below:
1. The “Hippie”
The “Hippie” has tremendous self-awareness, and spends her time solely on her own personal health and happiness. She seeks a simple life that brings herself joy and peace. Unfortunately, she does not have goals or aspirations, and does not make an effort to make a positive impact on the world around her. This characterizes a rather shallow life, selfishly neglecting to seek meaning, and not adding value to the world.
2. The “Straight-Edge”
The “Straight-Edge” is a type-A try-hard. He is constantly focused on improvement, both internally and externally. He understands the importance of personal development and is constantly looking for opportunities to exploit his skills to grow and make a positive contribution. Unfortunately, he is so engrossed in his personal trajectory, he fails to understand and dedicate time to the people and passions that truly bring him joy. This ultimately leads to a profound sense of sadness and isolation.
3. The “Work-Hard-Play-Hard”
The “Work-Hard-Play-Hard” does exactly as his name describes. He gives as much as possible, all the time. He is often “successful,” in the monetary definition: he is talented, has a good career, contributes to society, and he is able to have satisfying relationships and an enviable lifestyle. This is the type of person that is often glamorized. The downside to this type of life is that it is not sustainable if health is compromised. When significant health problems manifest, everything else comes to an abrupt halt.
VII. VERIFICATION – MASLOW’S HIERARCHY OF NEEDS
The Holistic Success Formula can be tested for its validity and completeness by comparing against Maslow’s Hierarchy of Needs. Maslow’s Hierarchy is one of the most cited frameworks in sociology research, management training, and psychology instruction (Kremer). It states that all humans have similar needs, starting with the most basic, and evolving to more developed. The five basic needs are: 1) Physiological, 2) Safety, 3) Love/Belonging, 4) Esteem, and 5) Self-Actualization. In his later years, Maslow also concluded a sixth dimension: Transcendence – “giving oneself to something beyond oneself” (Maslow).
The Holistic Success Formula incorporates all human needs in Maslow’s Hierarchy. The nine subcategories of the Holistic Success Formula correspond with an associated basic human need.
1. Physiological Needs = Physical, Mental, and Emotional Health
2. Safety Needs = Lifestyle
3. Love/Belonging Needs = Relationships
4. Esteem Needs = Growth
5. Self-Actualization = Purpose
6. Transcendence = Contribution, Spiritual Health
The major difference between the Holistic Success Formula and Maslow’s Hierarchy of Needs is structure. Maslow’s original theory states that more basic human needs must be met in order to accomplish more developed needs. The Holistic Success Formula demonstrates that all of these needs are actually overlapping and interrelated. Scholars today have updated the theory, stating that the levels in Maslow’s hierarchy are continuously overlapping each other (Deckers). The Holistic Success Formula, therefore, represents the progression of this dialectic from Maslow’s original thesis.
VIII. IMPLEMENTATION
The framework for measuring Holistic Success has been outlined, but in order to achieve Success, it takes a dedicated, conscious effort. The successes of the future are a result of the effort invested in the present. By placing a balanced effort in incremental improvement of each of the nine subcategories of the Holistic Success Formula, one can see significant, measurable results. In order to obtain results, one should follow the subsequent three steps:
1. Set goals
A goal is the desired future one envisions. By setting goals, one can have a clear vision of objectives, and develop an actionable plan towards achieving them. Goals should follow the “SMART” criteria: Specific, Measurable, Achievable, Relevant, and Time-bound (Doran).
2. Form good habits/routines
The American Journal of Psychology (1903) defines a habit as a “fixed way of thinking, willing, or feeling acquired through previous repetition of a mental experience" (Andrews). Ambitious goals may seem difficult to attain when observing as a whole, but through small victories, one can achieve incremental improvement, eventually achieving the goal over time. One should focus on a single goal, develop a habit that moves her closer to that goal, and practice it daily.
3. Reflect and restructure goals
In this final step, the individual should look back at the goals she set for herself and reflect on any growth or failure. By doing so, she creates a reward system for herself and refines her goals. Once a specific goal is met, there is the further opportunity to restructure the goal to something even more challenging.
IX. CONCLUSION
Society today often overemphasizes the importance of the things we have in lieu of who we are. When “success” is measured by accumulation of material possessions, there is always a desire to want more things, but meaningful life fulfillment and happiness are neglected. It is invalid to measure one’s “success” by comparing herself to the “success” of others. The genuine measure of Success is internal; it is the balance of physical, psychological, and self-fulfillment needs.
Success, however, is not something that is simply achieved or not achieved on a binary level. It is not something that can be measured externally. Success is internal, dynamic, and compounding: by improving any single element of the Holistic Success Formula, the overall value of Success increases. The most effective path to earning Success is through incremental personal development with balanced effort placed into all subcategories of the formula. Small improvements in one’s performance on a daily basis will eventually reap tangible results in the future. Through the deliberate, conscious effort of improving one’s Health, Happiness, and Meaning, one can redefine success and achieve a life of ultimate fulfillment.
X. AFTERWARD – THE EVOLUTION OF THE HOLISTIC SUCCESS FORMULA (ABOUT THE AUTHOR)
[Anonymous] has spent the last several years contemplating deeper questions regarding the reason for human existence and finding answers to how to live the most fulfilling life possible. He has dedicated time towards learning new philosophies and perspectives through reading many of the most renowned personal development books. Works by the great public figures, writers, and thinkers mentioned in this report were sources of great inspiration in his quest for knowledge and understanding. This literature and the lessons [Anonymous] has learned from invaluable mentors have given him the necessary framework for maximal personal development.
But perhaps more educating than the literature on the subject, are the experiences [Anonymous] has had, particularly in the last several years. There were three distinct phases in his recent life, in which he was severely lacking in one or another of the pillars of the Holistic Success Formula, thereby leaving a void, and impeding complete life realization. It was necessary to attain the missing element in order to understand how vital each of the 3 pillars are to a holistic definition of Success.
Phase 1 – The Businessman
After graduating from a top tier university, [Anonymous] quickly advanced his way through various finance positions in his field. But after a few years into the corporate fast-track to financial wealth, he realized that these material gains did not bring the satisfaction he was expecting. He was missing something vital – Happiness. Eager to discover his passions and create a new lifestyle for himself, [Anonymous] made a major life change.
Phase 2 – The Nomad
A few months after his 25th birthday, [Anonymous] quit his six-figure career and gave up almost all of his material possessions to travel the world and start his own business in pursuit of discovering true happiness. It was a nomadic, adventurous, care-free lifestyle traveling throughout various countries, living in a van, and surfing and hiking almost every day. It was the life he dreamed of. But the novelty of this lifestyle eventually diminished, leaving another void – the desire to have Meaning. He was feeling a strong aspiration to develop his skills or make a more positive impact on the world. But about six months into his travels something terrible happened.
Phase 3 – The Cancer Diagnosis
On May 29, 2018, [Anonymous] was diagnosed with testicular cancer. This was the greatest challenge he had faced in his life. He went from being a fit, active, healthy 25 year-old man, to days later being diagnosed with a potentially life-threatening disease. It was a shock that truly tested his strength and mental fortitude, as well as that of his friends and family. Luckily, the day before his 26th birthday, he received the news from his oncologist that he won this battle with cancer. It was the best birthday gift he has ever received.
This transformative experience gave him an entirely new perspective on life, and taught him to be grateful for every moment, and that the most fundamental form of Success is the function of our bodies – Health.
Through these experiences and learning from experts, [Anonymous] is focused now more than ever on holistic wellness and personal development of himself and others. He is currently building an organization with this very mission. The Holistic Success Formula is the foundation of the curriculum [Anonymous] is developing. This formula is constantly evolving based on new education and experiences, further perfecting and progressing into a more dynamic and complete definition of what it truly means to be Successful.
X. AFTERWARD – THE EVOLUTION OF THE HOLISTIC SUCCESS FORMULA (ABOUT THE AUTHOR)
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