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The 1980s war in America was a war of burgers. No not about plant based vs. animal based burgers, but about market share. When you read about it, it’s hard not to recall a quote attributed to Oscar Wilde, “I refuse to have a battle of wits with an unarmed man.”
Our ego-self is much like that quote attributed to Oscar Wilde. We, me included, believe we know more than the other person. And once that happens, exploration of ideas, beliefs and subjects like values and ideals just shut down. We all know people who don’t care to engage in discussions that do not reinforce their belief systems. In fact, our ego-self is encouraged to not only avoid such discussions but to avoid people who don’t agree with our world view.
So what about burgers can help us see our ego-self in a new light? A&W created and promoted a burger to capture market share away from McDonalds’ quarter-pound burger. The A&W burger tasted better in blind taste tests, was a third-pound burger and, priced the same as the Donald’s quarter-pound burger.
Despite massive promotions the A&W burger failed in the marketplace. Why? The finding from a follow-up focus group summed it up with this statement: “Why should we pay the same amount for a third of a pound of meat as we do for a quarter pound of meat?”
Smugness almost replaced my disbelief when it dawned on me that I too am bonbu, full of greed, anger and ignorance. I too have my own blind spots and illusions of “facts.” Sure, it is likely some people do not understand fractions but how could so many not understand?
Since A&W published this finding could they have a bias to report the failure in a way not to reflect badly on the company but instead transfer it to the consumer? Could there have been internal failures we don’t know about? Or could the McDonald’s brand have been so powerful that people were not just buying a burger, but engaging with the McDonald’s brand in more inviting retail spaces?
So how do we incorporate the Buddha’s advice for each of us to explore what we are told before accepting it as truth? This is a tough place to be for those of us trying to walk the Buddhist path.
We know about illusions, we know about bonbuness, we know about causes and conditions. We try to listen, discuss, question, explore and learn. Yet, many times, we meet a person who believes that if we do not wholeheartedly agree with them, then we must believe the opposite.
Those who attended the June Shin Buddhist Service at the Cleveland Buddhist Temple shared the story of “Is That So?” As we walk the path and come to greater peace from understanding our human nature, the teachings become more powerful. “Is that so” is not only disarming, but opens a door to find common ground. It takes great effort to say “is that so” and not try to persuade the other person they are wrong and I am right.
May we all find ways in our daily life to explore what we are told, check our fractions and simply say “is that so” when our own ego-self demands to take control.
Namo Amida Butsu
Namo Amida Butsu
Namo Amida Butsu
Rev. Anita
Note: image - plant based burger
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