A successful branding program is based on the concept of singularity. It creates in the mind of the prospect the perception that there is no product on the market quite like your product.
But the transformation of consciousness undertaken in Taoism and Zen is more like the correction of faulty perception or the curing of a disease. It is not an acquisitive process of learning more and more facts or greater and greater skills, but rather an unlearning of wrong habits and opinions. As Lao-tzu said, "The scholar gains every day, but the Taoist loses every day.
The feeling of being happy or unhappy rarely depends on our absolute state, but on our perception of the situation, on our capacity to be satisfied with what we have.
The body is imaginary, and we bow to the tyranny of a phantom. Love is a privilege perception, the most total and lucid not only of the unreality of the world but of our own unreality: not only do we traverse a realm of shadows; but ourselves are shadows.
We imperatively require a perception of and a homage to beauty in our companions. Other virtues are in request in the field and workyard, but a certain degree of taste is not to be spared in those we sit with.