It is a cautionary tale of troubled times, when people look outside of themselves in desperation. The tragic events of Jonestown in 1978 serve as a reminder of the dangers of blindly following a charismatic leader and the phrase ‘Don’t drink the Kool-Aid’ has become a common phrase used to describe someone who is overly devoted to a person, teaching or belief.
The spiritual marketing world is full of people who use their charisma and theatrical backgrounds to lure vulnerable people into their fold. While some may have the best of intentions, it is important to remember to think critically and not be swayed by a persuasive speaker. The tragic events of Jonestown serve as a reminder of the dangers of blindly following a leader and the phrase ‘Don’t drink the Kool-Aid’ has become a warning to those who may be tempted to put too much trust in a person, teaching or belief.
The lure of modern spirituality is strong, with charismatic figures convincing people to invest in expensive courses and seminars. But the reality is often far from the glamorous image presented. Many participants leave with an empty wallet, and a sense of embarrassment and shame. The truth is, when a person with money meets a person with experience, the person with experience usually ends up with the money.
The message presented is crafted and controlled, with the image and appearance of substance more important than actual substance. Those who do not adhere to the teachings are ridiculed and outcast, and the leader usually has expert henchmen and women to do the dirty work and keep their hands clean.
The temptation to join the ‘pleasure cruise’ of modern spirituality is strong, with people looking for pleasure without confronting the real issues in their lives. But often, the end result is a library of books, countless seminars, and an empty wallet.
The dark side of the industry is often hidden, with those closest to the leader living a monk-like life of service. Even the most successful figures have their flaws, such as the famous mind-body-spirit medical doctor who threw a tantrum over a rented treadmill.
The truth is, the power of the charismatic leader can be intoxicating, and it is important to remember that they are not their message.
As a businessman, I had long questioned the pursuit of money, power and toys as the ultimate goal of life. So, I decided to invest both time and money in the search for greater understanding and, perhaps, even enlightenment. Three years ago, my wife and I joined the day-to-day operations of a new-age spiritual company that seemed to resonate with our values.
However, it soon became apparent that the company was a cult of personality. On the one hand, the healing tools available to delegates were impressive, and I experienced a deeper clearing than I had ever thought possible. On the other hand, the company’s leaders lived luxurious lifestyles, and the culture of control was evident. We were told to “be true to truth,” which seemed to mean spinning the story to present an idealised version of the company.
We realised that the pursuit of happiness is an internal journey, and that the answers we seek are already within us. We no longer needed to idolise someone else; we could take the tools and do what we needed to do to free ourselves. It is only through self-reflection and discernment that we can cut through spiritual arrogance and outrageousness. We must remember that we can get better, and that we have the power to do so.
