Reflections of a marketing Monk: Ujaya Shakya’s lessons for the marketing and creative industry
Outreach Nepal’s founder, Ujaya Shakya shares his recent experience of taking a break from the ad industry and becoming a monk.
I have been part of the brand marketing, advertising and creative industry for nearly 25 years. Our professional life is defined by high-pressure environments, tight deadlines, the constant push for innovation and the need to exceed client expectations. Recently, I spent a month living a monastic life under the name SAKKAVANSO – an experience that was profoundly different from my usual routine. At first, it was not easy to adjust, but it turned out to be a deeply transformative journey. I owe this to my teacher, Venerable Thavorn, who inspired me to embark on this path and to my family and team for supporting my decision to step away for a month.
During this time, I reflected deeply on my life and work. Surprisingly, I found many parallels between the lessons of monkhood and the realities of our profession. This experience has not only enriched me personally but also given me renew perspectives. Here are some reflections from my time as a monk and how they resonate with our creative industry:
The Power of Clarity
In monkhood, I learned that while our bodies are similar, our minds define who we are. Similarly, in branding, products within the same category often share similar features, but it is the clarity of a brand’s philosophy and purpose that sets it apart. Just as the mind requires patience and discipline to evolve, brands too must consistently refine their messaging and actions to stand out authentically in the marketplace. A brand essence, much like a disciplined mind, leads to stronger connections with their end consumer.
Mindfulness Matters
One of the most transformative lessons I learned was the importance of cleanliness and mindfulness. We were taught to clean public spaces, even toilets, so meticulously that THE NEXT PERSON WOULD FEEL THEY WERE NEVER USED. This attention to detail mirrors the creative industry – whether writing copy, designing visuals or crafting our next campaigns, the little things make a big difference. Just as a clean, clear space promotes mindfulness, wellthought-out campaigns build higher trust and engagement.
Distractions in part of us
In meditation, I struggled to focus solely on my breath for even 10 minutes. The mind’s tendency to wander mirrors the challenges brands face in retaining audience attention. Distractions are inevitable, but with consistency and practice – whether through meditation or sustained brand storytelling – are key to overcoming them. The solution lies in consistency – whether it is meditation or creating meaningful, sustained brand narratives.
Empathy and Human Connection
The Four Noble Truths emphasized that suffering arises from desires and attachments, but inner peace can be achieved through mindfulness, compassion and purpose. Similarly, brands must move beyond superficial goals and focus on building genuine connections with their audiences. Compassionate marketing that truly understands and addresses consumer needs builds lasting relationships with their end consumers.
The Power of Teamwork
Even in monkhood, teamwork was essential – whether it was wearing the monk’s robe or participating in the evening confessions. The same applies to advertising campaigns: NO CAMPAIGN SUCCEEDS WITHOUT COLLABORATION. Just as monks reflect on their daily actions and hold themselves accountable, brand n agency team must foster an environment of openness and responsibility to produce the best works as a team.
Truth VS Fiction
One of the key realizations during my ordination was the contrast between truth and fiction. While truth can be complex and sometimes painful, it ultimately leads to growth and clarity. Even in brand marketing, staying true to a brand’s core values – even when it is challenging – is critical. Fiction may seem more attractive at times, but authenticity builds trust and credibility which is sustainable in the longer run.
The Role of Mentorship
The presence of my teacher, Venerable Thavorn, was pivotal throughout this journey. His guidance reminded me of the importance of having “mentors” who lead by example. In the creative and brand marketing industry, mentorship plays an equally vital role. Great leaders inspire, challenge and guide their teams, fostering resilience and growth. I have been fortunate to have a few remarkable mentors in my professional life who have provided clarity and direction during moments of confusion, helping me navigate challenges with purpose.
Importance of Gratitude and Generosity
The practice of gratitude and generosity emerged as one of the most powerful lessons during my journey. In monkhood, we depended entirely on the kindness of strangers for alms, a humbling reminder of the interconnectedness of life. For brands and companies, this principle translates into giving back to the community – whether through impactful social responsibility initiatives, meaningful content, sustainable practices or acts of kindness that genuinely enrich the lives of their consumers and stakeholders. I see many brands today making commendable efforts to drive meaningful change. A brand that embraces generosity not only uplifts others but also creates a ripple effect of goodwill, fostering deeper connections and lasting loyalty.
These lessons from monkhood are not confined to monastic life – they hold profound relevance for the brand marketing and creative industries. In a world that often prioritizes speed and profit, we are reminded to slow down, seek clarity and stay true to our core values. By embracing mindfulness and empathy, we can create work that not only drives results but also inspires and uplifts. I hope these reflections spark meaningful conversations within our industry and encourage us to approach our craft with renewed purpose.
