the guru devised all sorts of elaborate schemes to convince his students to purchase his book. he told them that it contained the meaning of life. he told them that it would make them smarter.
he spent long hours working on branding it, promoting it, and selling it. he studied all the great sales campaigns. he learned all the psychological techniques of persuasion. he could pitch the book in fifteen seconds or spend thirty minutes detailing all the reasons a student should buy it.
then one day, during the middle of a sales pitch, a little girl said, “yeah, but is it good?”
at this moment, the guru attained #zenlightenment.