A holistic approach to business management: perspectives from the Bhagavad Gita.

Abstract

Taking perspectives from the Bhagavad Gita, an ancient Hindu epic, this paper presents a management grid to link the profit-orientated approach with a purpose-orientated approach in running a business. Different aspects of aptitude and attitude towards competition and business sustainability are discussed with specific extracts from this Indian classic.

Keywords: Capital, Capability, Connections, Communication, Commitment, Management Grid, Essence of Business Management, Empower, Delegate, Lead, Network, Discipline, Detachment, Devotion.

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Business is about meeting market demand by having the capability, capital and connections (3Cs) to sustain cash flow for the generation of profit. These 3Cs are cardinal features for an aptitude towards competition. However, business thrives on truth and integrity, and more importantly the attitude towards customers, stakeholders, and society--to maintain mutual trust and the management of expectations. Development for aptitude is usually evidence-based and profit-centric. Cultivation of attitude is experience-based and purpose-centric.

Today, there are many professional specialisations in many aspects of management, for example, human resources, real estate, and wealth. However, there is still limited research on the essence of management. Analysis by Henri Fayol divided management into five elements: plan, organise, command, coordinate, and control. According to Peter Drucker, a manager does his work by getting other people to do theirs. So, business management would include communication and commitment, in addition to the 3Cs.

Together, these 5Cs would encapsulate the essence of business management. Debate continues on whether a manager needs to be leader in order to be efficient or effective, including the balance between IQ (intelligence quotient) and EQ (emotional quotient). But ultimately, all endeavours should prepare a manager for decision-making and implementation whenever a business opportunity strikes.

To bridge the gap between profit-centric and purpose-centric management, this paper extracts wisdom from an ancient Hindu scripture. The first part is an overview of the Bhagavad Gita, while the second part specifies its application to the 5Cs. For the purpose of this paper, the application of the Gita is examined from the perspectives of a manager (the decision maker) and that of a company, that is, the legal entity for doing business. These considerations are conceptualised in the form of a management grid.

The Bhagavad Gita

The first English translation of the Bhagavad Gita was in 1785 by Sir Charles Wilkins. This Hindu epic, which is considered as the world's longest poem, is part of the Mahabharata written by Rishi Veda Vyasa. The earliest of the 100,000 verses could have been orally composed around 3140 BC, while written documentations were dated between 300 BC and 200 AD. In the Gita, there are 700 shlokas (verses). Forming Chapters 25 to 42 of the epic, the Gita is a little shrine in the huge temple of the Mahabharata.

The Mahabharata recounts a feud between cousins that ended in a war in Kurukshetra, now a barren field in the state of Haryana of modern India. The Bhagavad Gita is an episode in this war. It captures the dialogue between Ajurna, a warrior, and Krishna, his chariot driver, one of the 10 incarnations of Lord Vishnu, the Hindu God of Growth.

As illustrated in Figure 1, the Hindus believe in a Supreme Being called Brahman. It is without qualities and attributes, neither existent nor non-existent. It is universal consciousness in eternity. This entity is not a denial of time nor devoid of history, but a transfiguration of time akin to infinity.

Our entire world is basically not real. It seems real to those who live in ignorance. Endless chains of cause and effect (karma) bind individuals to a cosmic process (samsara). Redemption (moksha) is only through wisdom: dissolving the ego so that the enlightened can freely and knowingly engage in chance and choice with perfect bliss. Although the world is not fulfilling a prearranged plan mechanically, such engagement would, however, involve human effort that the Hindus divide into four categories: Brahmanas (Intellectuals), Kshatriyas (Warriors), Vaisyas (Trade and finance) and Sudras (Service). Each category is unique. Yet, the quality of individual action lies not in performance, but in the motive or desire that prompts it. Wisdom is always present, yet it takes the purity of intentions to reveal it. Unlike knowledge that can be acquired by learning, wisdom is born out of insight.

Another manifestation of Brahman is the Divine Trinity comprising Brahma (creative force), Vishnu (preserving force), and Siva (destructive force). All reinforce one another, existing concurrently. Whenever evil forces threaten to destroy human values, an Avatara or a descent of the divine in human form appears. In the Gita, Krishna represents the embodiment of Vishnu. This guide is more to awaken than to instruct. When a student is ready, the teacher appears.

Also, deep inside everyone is Atman that cannot be extinguished by death, decay or corruption. So, the Supreme Being is within everyone. But not everyone is operating this link, therefore the cause for suffering. Since every physical form is the result of an inside tension, the human person enjoys an outward personality (extrovert, introvert) while restraining the ego (pride, dignity, lust) by managing the gunas. These comprise sattva (lightness/goodness) that brings happiness/harmony, rajas (movement/passion) that ignites action/activity, and tamas (ignorance/ inertia) that leads to delusion/confusion. They individually and jointly influence the psychophysical condition of a person.

Sanctification of daily work is by detachment from the fruits of labour, devotion to duty, and the discipline to persevere for wisdom. Common distortions to such efforts are the adherence to rituals like extravagant ceremonies, dogmas like mandatory routes of advancement for career development, and multiple redundancy in contingencies, and habits especially in business entertaining that distract the link to and disturb the acceptance of one's own essential nature.

So, every individual manager and company would have an inherent aptitude: Brahamanas are those in research and development, think tanks and corporate planning. The Kshatriyas are those in marketing, sales, investor relations, benchmarking, and those in physical security and espionage. The Vaisyas are in finance, logistics and trade-related operations. Reinforcing all are the Sundras who are service providers ranging from receptionists (call centres), toilet cleaners (contractors) to CEOs or bureaucrats and politicians, that is, anyone with intangible contributions to a business value chain. The attitude in business is reinforced by discipline, detachment, and devotion.

Therefore, as illustrated in Figure 1, the various categories of human effort denote capability. The rituals, dogmas and habits are gateways to connections, especially to competitors and supporters. Individual management of the gunas is the most important capital, and the orifice in communication is the humble acceptance of the Krishna-Atman guidance. Commitment is through discipline, detachment and devotion. Hence, the 5Cs are contained in the Bhagavad Gita.

[FIGURE 1 OMITTED]

Overview of the Applications of The Bhagavad Gita to Business

Figure 4 and 5 list the chapter summaries with the associated applications. The 18 chapters of the Gita can be divided into three six-chapter parts. The first third deals with karma yoga (ways of selfless action), the second with jnana yoga (ways of self-knowledge), and the last with bhakti yoga (ways of love, devotions). Yoga literally means "link". Meditation is the process, while yoga is the result, the connection.

[FIGURES 4-5 OMITTED]

Specific Business Applications from The Bhagavad Gita

The preceding yogas aspire to link ordinary man with the divine. In mundane business, there are basically four types of managers that are not mutually exclusive. The first group believes in "doing things right" and resist change (conservatives). The second relishes change and believes in "doing the right things" (entrepreneurs). The third group represents change and also gets others to do things that are perceived to be right (leaders). Lastly are those who complicate the issues about being "right" (politicians). However, all these managers would need to optimise their 5Cs for profitability and productivity. Detailed below are specific extracts from the Gita to apply to business.

Capital

Capital comprises basically money, men, machines, and methods. However, their optimal combination would be determined by a business motive. This is expressed in the business vision, mission and core values, and they would remain as mere words if not implemented with passion and compassion.

Gita III:35 "Nothing is ever lost in following one's own dharma, but competition in another's dharma breeds fear and insecurity" (Easwaran, 1998). Therefore, realising one's own contribution towards the entire cluster/industry is vital in unifying/justifying one's existence. Core competencies, intellectual properties and niche expertise are intangible capital.

The Gita further specifies, Gita II:47 "You have the right to work, but never to the fruit of work" (Easwaran, 1998).

Gita II:50 "When consciousness is unified, however, all vain anxiety is left behind. There is no cause for worry, whether things go well or ill" (Easwaran, 1998). So, managing and owning capital are forms of stewardship from the Gita perspective.

Capability

While capital is essential to service market demand, capability refers to the intrinsic qualities that contribute to competitive advantage. For example, fresh perspectives that do the same things better, faster, cheaper. These include outsourcing, corporate governance and corporate social responsibility.

In Gita VI:5 "Reshape yourself through the power of your will, never let yourself be degraded by self-will. The will is the only friend of the Self, and the will is the only enemy of the Self" (Easwaran, 1998). Although change is an intra organisational decision, it is more important that the new capabilities developed are linked to heritage while servicing new market demands.

So, strive for links with business multipliers and network catalysts. Gita IV:18 "The wise see that there is action in the midst of inaction and inaction in the midst of action. Their consciousness is unified, and every act is done with complete awareness" (Easwaran, 1998).

Gita IV:20 "The wise, ever satisfied, have abandoned all external supports. Their security is unaffected by the results of their action; even while acting, they really do nothing at all" (Easwaran, 1998). Masterplans (for example, revolving long range planning) and scenario planning outline strategies to retain, replace or review essential capabilities that are vital for the business as an on-going entity.

Connections

While capital and capability provide for the supply-side, a business needs connections to capture its demand-side. These include feedforward (market intelligence, feasibility studies) and feedback (reviews, audits). Gita XVII:23-27 mentions "OM, TAT, SAT" (Easwaran, 1998). OM being the sacred syllable that connects the known to the unknown; TAT refers to supreme reality beyond what human language or thought can describe; and SAT embodies all that is good in self-harmony. Likewise, specific jargon provides limited access to qualified members. Being connected means staying afloat on the same boat.

More importantly, Gita XVII:28 refers to "ASAT" (Easwaran, 1998) as all work done without faith is nothing. So, sincerity is vital for all interconnectivities between deeds and needs. Truth prevails. A business needs to maintain a culture of integrity in order to sustain trust, inside and outside.

Communication

While connections refer to the physical links and intricate personal networks, communication is the process for such interconnectivities.

In Gita XVII:20-22 "Giving ... without thought of return, at a proper time, in proper circumstances, and to a worthy person, is sattvic giving. Giving with regrets or in expectation of receiving some favor or of getting something in return is rajasic. Giving at an inappropriate time, in inappropriate circumstances, to an unworthy person, without affection or respect, is tamasic" (Easwaran, 1998). So, besides sender and receiver (worthy or unworthy), communication within the Gita perspective is dependent on timing and circumstances, regardless of content and duration of the message. From the business perspective, data mining and market analyses help prepare impactful deliveries to targeted audiences. Very often, it is not what but how things have been said or packaged that determine responses.

Commitment

Another purpose-centric perspective is the commitment of managers and owners to the business as an on-going concern. From Gita 11:34 "... for a man of honour, dishonour is worse than death" (Easwaran, 1998). And, sustaining a business is an honourable duty.

The Management Grid

Therefore the essence business management can be graphically summarised in Figure 5.

[FIGURE 5 OMITTED]

In Figure 5, "important" refers to influences and impacts that are significant to desired results. "Urgent" refers to time-sensitive issues that need decisionmaking. For "not important", there is still influence although in varying and perhaps in reduced degrees. On the other hand, "unimportant" refers to a banal matter incurring sheer waste of resources.

Matters that are not urgent and not important can be delegated. However, transparency in the organisational structure is vital so as not to disrupt and distort the ordinary rhythm of business.

For urgent but not important issues, appropriate parties could be empowered to act. However, they need to be abreast with the strategic intent of the business. Strategy is about aligning activities to create a unique and distinctive mix that cannot be easily and quickly emulated by competitors.

Matters that are not urgent but important usually affect the business in the long-term requiring an extensive network of expertise. However, these need intimate understanding of local culture for optimal management. Tact and tolerance are vital in handling differences, spoken and unspoken.

In urgent and important matters, usually depicted in a crisis or chaos situation, leadership is necessary. There is a need to exhibit conscious control, although timely communication (feedforward, feedback) requires efficient coordination and effective co-operation of all parties involved.

Holistic Approach 

While the management grid consolidates the business perspective by focusing on evidence-based, profit-centric approach, "Self Control" as promoted by the Bhagavad Gita completes the experienced-based, purpose-centric aspect of management.

As illustrated in Figure 6, capital can be delegated when there is a transparent structure in an organisation (for example, licensing, franchising). Capability can be empowered when the overall strategy is clear (for example, agencies, sub-contractors, original equipment manufacturers). For connections, the expanded networking would today include blogs and portals with real time pushmails via Blackberry or similar technologies. The vital link between business and management is the leader. This person relies on communication to bond an enterprise together. From the wisdom of Bhagavad Gita, this process can in summary involve discipline, detachment and devotion, reinforcing the commitment to sustain an on-going concern for business.

[FIGURE 6 OMITTED]

Validity

This presentation cannot be tested empirically because not all aspects of the 5Cs can be measured adequately. However, the various models can help managers and companies have less haste and more speed in decision-making. Clarity of thought breeds confidence in action. Adherence to the Bhagavad Gita would also include an abundance attitude (win-win), always grateful and sincere towards business opportunities.

Conclusion

From the Bhagavad Gita, the essence of management can be summarised as self-control focusing on discipline in perseverance, detachment from fruits of labour, and devotion to duty. The key components in business management are the 5Cs: capital, capability, connections, communication, and commitment. A management grid facilitates decision-making based on urgency and importance. Unlike conventional business models, this presentation is based on the assumption of abundance instead of scarcity.

References

Drucker, Peter, 1968. The Practice of Management, Pan Books, London.

Easwaran, Eknath, 1998. The Bhagavad Gita. Nilgiri Press California.

Farrow N, 1987. The Gower Handbook of Management, 2nd edition, Gower, Vermont (USA).

"Gita according to Gandhi" in htt://members.aol.com/jajnsn/anasa.html (reproductions of text written by Mahatma Gandhi in 1931)

Mascaro, Juan, 1972. The Bhagavad Gita, Penguin Classics, Harmondsworth, UK.

Nawal K Prinja (editor), 1998. Explaining Hindu Dharma, Vishwa Hindu Parishad UK, Surrey.

Radhakrishnan S, 1960. The Bhagavadgita, George Allen and Unwin, London.

Dr Charles Chow Hoi Hee

East-West Gateway Pte Ltd, Singapore

Figure 2: Application of Karma Yoga to Business

Karma Yoga [right arrow] Selfless action requires discipline

Chapter                             Application to Business
Summaries
                                Manager                 Company

Chapter 1 SELF-DOUBT:    Paralysis of            Quantitative
Overcome by the need     analysis.               justifications do not
to kill own relatives,                           warrant the business,
Arjuna gives up his                              yet for the sake of
determination to                                 long-term relationship
fight.                                           a decision needs to be
                                                 made.

Chapter 2 SPIRITUALITY   The corporation         Succession planning to
OF BEING: Death is       prevails, in spite of   include transmission
only an illusion. The    regular changes in      of tacit knowledge and
soul travels from life   management personnel.   the assurance of
to life by changing                              continuity in
the body as a garment.                           corporate culture and
Controlling material                             mission.
pleasures strengths
individual will. More                            Bankruptcy, mergers
important is to subdue                           and acquisitions
possessiveness and                               service the market,
egocentricity.                                   and individuals.

Chapter 3 SELFLESS       Develop and remain      Corporate social
ACTION: By aligning      relevant with niche     responsibility to
with the supreme         competencies that       share benefits and
purpose of the           service a specific      improvements with
universe, a self-        market segment or       society at location.
realised person enjoys   industry.
the pleasure from
within while             Lifelong learning.
instilling compassion
in others.

Chapter 4 WISDOM         Be the mentor or be     Participate in
INACTION: There is a     mentored.               relevant industry
need for a guru to                               councils and provide
guide. Wisdom is the                             shared opportunities,
end of selfless                                  especially in
action. Knowing is the                           international tenders.
fruit of doing.

Chapter 5                Win-win options,        Co-opetition
SANCTIFICATION OF        always with an          (cooperate while
WORK: A detached         abundance attitude:     competing) including
worker performs          The pie is big enough   in the development of
dutifully with own       for all.                innovations.
rhythm and purpose.
This person sees
divine essence in all
beings.

Chapter 6 MEDITATION:    Frequent examination    Structure follows
Meditation tames the     of key performance      strategy, but always
turbulent mind. Once     indicators bring        with back-up/standby
in full consciousness    order, with order       plans during
of the Supreme Being     individual time is      execution.
(samadhi), the person    multiplied.
lives in spiritual
freedom (moksha). But,
this is extremely
rare. Only few have
attained brief
glimpses.

Figure 3: Application of Jnana Yoga to Business

Jnana Yoga [right arrow] Self-knowledge is key to detachment

Chapter                            Application to Business
Summaries
                                Manager                 Company

Chapter 7 SUPREME        Reality checks--know    Strengths, Weaknesses,
TRUTH: Everything is     own resources and       Opportunities and
prakiti (lifeless and    influence. Work         Threats (SWOT)
dark) until              within such             analysis for appraisal
illuminated by purusha   boundaries. Leverage    of prevailing
(efficient cause). The   on extended networks,   situation. However,
three gunas create       if possible.            this will change with
forms and illusions.                             time.

Chapter 8 UNITY WITH     Unity of life-          Espirit de crops-
THE SUPREME: Always      congruence of work,     convergence of purpose
rebirth except when      play and family         for a motivated team.
united with Krishna at   binding body, mind
the time of death. In    and soul.
meditation, focus all
energies to the head
while repeating the
syllable "Om" to
resonant with the
Supreme Spirit.

Chapter 9 DEVOTION:      Purity of intentions    "Stick to the
With purity of will      is key to own wisdom.   Knitting", remain
and freedom from         But be prudent by       focused on the
selfish motives, even    accepting truth with    deliverables. Be
a sinner who takes       tact.                   honest with customers,
wholehearted refuge,                             employees and
becomes good.                                    stakeholders.

Chapter 10 ALIGNMENT:    Guidance is always      Remain relevant to
Verses 8 to 11 are       available, therefore    market demand. Change
gist of Gita, that is,   "ask". Be humble.       is constant, speed is
Krishna is the source                            king.
of all spiritual
wisdom. Loving
devotion to Him
dispels ignorance and
brings forth happiness
and fulfillment.

Chapter 11 UNIVERSAL     Dare to dream--vision   Who is the customer?
FORM: Krishna reveals    of an entrepreneur.     Otherwise create one.
to Arjuna his various
manifestations from
human form to a
supernatural fire
consuming the entire
universe.

Chapter 12 DIVINE        Courtesy and decorum    Learning organisation.
QUALITIES: The           lubricate social
faithful will develop    interactions.
divine qualities:
friendly,                Detachment services a
compassionate, look      human need beyond
upon friend and foe      Maslow's self-
with equal regard, not   actualisation.
agitating the world
nor being agitated by
it, grieves not, lusts
not but let things
come and go as they
happen.

Figure 4: Application of Bhakti Yoga to Business

Bhakti Yoga [right arrow] To remain in grace demands unalloyed
devotion.

       Chapter                      Application to Business
      Summaries
                                Manager                 Company

Chapter 13 DETACHMENT:   Respect private         Corporate retreat, to
Akasha is a space that   space, otherwise        jointly recharge and
remains pure even in     burnout.                plan ahead.
the midst of unpure
things, sothe Supreme
Self can never be
tainted even though it
dwells in every
creature.

Chapter 14 WISDOM        Sincere about own       Unity in diversity,
TRANSCENDS KNOWLEDGE:    efforts, yet nothing    tolerance for
Those who have gone      is impossible with a    mavericks to ensure
beyond the gunas         willing mind.           business continuity.
become steadfast and
impartial.

Chapter 15 THE SUPREME   Reputation goes         Branding and brand
SELF: There is a         before a manager and    value developed in
Supreme Self that is     lingers on after his    accordance with
part of Krishna. It      death.                  business constitution.
becomes the inner Self
in every creature. It
enters the body at
conception, dwells in
the body and departs
at death. It is the
vitality and the
propulsion of the
body. This is Atman.

Chapter 16 DIVINE AND    Nothing in excess.      Specify corporate dos
DEMONIC NATURES:                                 and don'ts in a Credo,
Everyone has divine                              endorse in Standard
and demonic                                      Operating Procedures
tendencies. Avoid                                with regular reviews
lust, anger and greed                            and updates.
while containing pride
and selfish desires.
Give freely, be
sincere, be
compassionate and
gentle.

Chapter 17 FAITH:        Not just drive but      Management by
Every person is his      also determination to   Objectives, Management
faith, expressed in      ensure success.         by Exception, Servant
his worship and the                              Leadership.
type of food
preferred. However, no
act or intention can
be added to spiritual
growth if it is
faithless. All work
done without faith is
nothing.

Chapter 18               Non disclosure          Limited circulation on
RENUNCIATION: By         agreements;             "need to know" basis,
devotion to one's        Embargoes.
duty, everyone can
attain perfection by
controlling speech,
body and mind. Do not
share Gita's wisdom
with those who are not
ready.