Amazon has faced an interesting problem in Japan, like everywhere else: the boxes that Amazon delivers goods in are always big, they are much bigger than the goods when the goods are small. The box comes filled with packaging materials, paper and plastic where you fish for your goods. This is done for logistical reasons as handling large uniform sized objects is easier. The downside is, of course, that Amazon standardized on a box that’s way too big to fit in any of the letterboxes world around, causing grief to delivery companies, post offices and customers. Not to mention the amount of waste.
How do you think Amazon handled the problem? Do you think Amazon downsized the shipping boxes to save on materials cost? Do you think they were nice to the post office and customers and introduced a smaller packaging that would fit the letterboxes for the smaller objects? Nah. That’s not Amazon way.
Amazon started selling new letterboxes in Japan last year that are designed to be large enough to accommodate Amazon’s own post. How is that? They now set the rules: “Here is the post size that we will send to you and, here, buy this box to replace yours because we designed it to actually be big enough for our post.”
All in the name of “efficiency”. Of course.
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What is “ego”? The part that thinks of itself as “I”? Ego is basically a tool for existing in this world. Ego is the tool that we create in order to perceive a coherent world and be able to communicate about it with others, who have developed the same tool, in a coherent manner. It is a perception and communication tool.
Now, why do we associate with it? Or, rather, why do we allow ego to take over and associate itself with the totality of our being? This is the same as if I made a hammer, held it up and say “I am hammer!” and the other hammer next to me would go “Hey, nice to meet you! I am a hammer too!” People who associate themselves with various objects and tools usually end up you-know-where for being incoherent with our common agreement that we must associate ourselves with a single universal tool – the ego. The situation is insane. Well, it is perfectly sane from the point of view of the hammer ego but it is insane from the point of view of the human being.
We develop a very complicated and beautiful tool, it is a wonder that allows us to talk about this world, have conversations through other tools of the same kind, enjoy all sorts of things and suffer enormously from the hole deep down that keeps reminding us that we are not the tool. Yes, the tool is wonderful, but it remains a tool. No matter how beautiful the tool is we should be able to put it aside at will. Now that we made the tool, the task is to unlearn it, to make us able to put it down and pick it up when necessary.
Now, how does one disassociate oneself from one’s ego?… --> continue reading →