Taekwondo-4self-mastery: THE MARKETING OF THE ARTS an old Taekwondo Times Article

This is a Point-Counter-Point article that Grandmaster Stepan and I wrote for The Taekwondo Times September 1997 Issue Titled THE MARKETING OF THE ARTS Different People . . . Different Views by Charles A. Stepan and Samuel D. Naples.

Above each page will be Grandmaster Stepan's part in BLACK TYPE and below the page will be my part in BLUE TYPE .

MARKETING: THE MARTIAL ARTS' LATEST PROBLEM

By Charles A. Stepan

The Black Belt Success System? When did you last visit your old dojang? You just might not recongize it today. Push-ups, knuckle-walks, and getting dumped on your behind seem to be a thing of the past. Building character by forcing the student to face himself in the jojang and in the competionon ring seems to be goin by the wayside. Seems that teaching today's students how to defend themselvs is not considered too important either. More important is instilling effor and concentration; character and self-esteem sincerity and respect; self-control and etiquette.

Well, I guess those are fairly admirable traits, aren't they? But wait, didn't we teach all that . . . I thought we did. (Continue in BLACK TYPE Below)

MARKETING AND THE SUCCESSFUL SCHOOL OF THE 90'S By Samuel D. Naples

The beginning of the marketing of Karate was fashioned by Gichin Funakoshi . . . " All martial arts schools are commercial--some are just more effective than others. The marketing of the martial arts didn not start in the United States. If the martial arts had not been promoted and marketed none of us would be training today. The original "promoters" were the founders of the modern martial arts. Gichin Funakoshim Mas Oyama, Jigoro Kano (Continued in BLUE TYPE Below)

Sure we taught all of it!

Effort and concentration was taught because on test days you couldn't get bast the white belt level without it., let alone any other belt level. On the other hand, try checking out test day at one of these "marketing" schools. I've visited some schools where I would have stacked the white belts I taught against some of today's marketing school black belts.

"I have a student that transferred from one of the commercial market atmospheres-- he came here as a second degree -- had he was probably the prettiest dancer I've ever had. But a seventh gup took this kid apart in the ring. There's something wrong: there's something wrong in what they're doing. They're not teaching a kid to survive first . . . Howard Faison, Seventh Dan, Tae Kwon Do, O Duk Kwan, Head of the MTC System of Tae Kwon Do.

We taught character and self-esteem in our day because we earned our way upward and were properly humbled along the way when we needed it until we understood ourselves and our dojang mates. Check out today's marketing schools . . . everything is "the black belt way." "Hey, children, would a black belt stand that way?" "Would a black belt talk in class?" "Wouldn't a black belt try harder than that?" They will use us a examples but they evidently don't like the way we reached our goals. We stood, and talked and tried "that way" because we knew if we didn't we would have wished we had. If we couldn't cut it, we left.

Sincerity and respect? Without sincerity we went nowhere except out the door. Without respect we were humbled in a number of different ways, including physical pain. But then our teacher weren't as lawsuit conscious as the present generation. Self-control? Withe skills I have seen in many of these "marketing schools" self-control is hardly necessary. It looks to me like once you're past the reputation (usually unearned by them but established by us) the next punch is going to take them out. Etiquette? Isn't that the first thing you learned in your dojang -- and believe me there were many ways to instill that into you, too.

Of course, my mentality is what they're trying tO get away from in their marketing of the arts. The idea today is to fill the studio and there-by fill the coffers. Check out the studio's that use the marketing approach . . . how many adults do you find there? I'll bet if you return in another couple of months those few adults won't be there either. The dojand floors are filled with children, some too young to even seriously be out on the floor.

"The martial arts has turned into almost like a feeding frenzy -- (Continue in BLACK TYPE Below)

. . . and Morihei Uyeshiba, as well as many others, were all promoters and marketers.

The beginning of the marketing of Karate was fashioned by Gichin Funakoshi. Karate Do would not be known at all fi he hand not sent students around the world to teach and promote his art. Master Funakoshi went all across Japan demonstrating and teaching this strange art from Okinawa, then known st ToDe. The demonstrations were forms of promotion and marketing. One of the first things that Funakoshi did was to change the name of something more appealing to the Japanese: Karate-Do. Furthermore, Funakoshi was not beyond "pushing the buttons" of certain influential groups in he felt hat doing so would be helpful. An example is his use of the name Kara Te Do, or Karate Do, the "Kara" representing "void" that he knew would appeal to the Buddhist population of Japan. Grandmaster Funakoshi also brought the Okinawan Pinan forms to Japan but changed the neme to Heian forms giving the Japanese something in which to better relate. This is marketing! He was concerned about the student retention and used what he had to keep his students interested an active.

The belt system known then as Kyu/Dan was developed by Jigoro Kano, the "Father of Judo." This was done for only one reason -- to retain students. The original ran system consisted of four levels: Gyu, a level of blood, sweat and tears; Shu-go, austere training; Shu-gyo-sha, asutere exponent; and the DO level. At the third, or Shu-gyo-sha level, the student was considered a teacher. At the Do Level the student was considered a master. (See Classical Budo by Don Dreager.) If this system is unknown to you it is because of Grandmaster Jigoro Kano's development of his "new" Kyu/Dan sysgem that replaced the old four level system.

Jigoro Kano evidently realized that people need small easily attainable goals to keep them interested and allow them to see progress. This ranking theory was then utilized byt Karate Do and Tae Kwon Do. The Twentieth Century instructor/warrior with his stripes and patches and differently designed doboks has simply expanded upon the same idea. Originally the Karate Gi and the Tae Kwon Do Bok were adaptations of the Judo uniform. Why? Because Grandmaster Kano had marketed to the public that the Judo Gi was what the "modern" martial artist wore. This white uniform then became a symbol of the (Continued in BLUE TYPE Below)

known, if you're dumping garbage overboard a ship and you watch the sharks, they will come in -- everybody is huddled around." . . . Howard Faison

How and when did this all happen to us? Try about ten years ago. Before that we had the large commercial tournaments that were money makers. Those tournaments probably started us in the wrong direction toward the dollar signs and away from the sweat shop individually oriented classes. Do Karate instructors deserve to make a good living? Of course they do. Lots of them had outside interests such as construction companies, real estate offices ,or just held jobs elsewehere. The real diehards didn't get righ but managed to eat three times a day just by operating their dojangs. They considered a part of their compensation the satisfaction of putting out good martial artists.

I guese Haeng Ung Lee, or Hank Lee, should be considered the "grandfafter of Martial Arts Marketing." Lee, who has headquarters in Little Rock, Arkansas, evidently foresaw the potential of mass marketing when he created his ATA organization (American Tae Kwon Do Association.) Originally Chung Do Kwan stylist, Lee through brilliant business promotions, packed them in. He then created a national chain of ATA schools that can be found in almost any city of any size.

If imitation is the sincerest form of flattery then Hank Lee has the right to be quite pleased with himself because a least a half dozen major marketing programs have followed his lead. Their advertising has boosted enrollments and, of course, dojang profits. Other companies take over the contracts and billing once the original sales is made. Seminars and training aids of endless variety keep both the instrctors and the students happy. However since mom and dad are footing the bill in most instances, it became a prerequisite that they, too, must be kept content and happy as they watch youngster zip up his way to black belt status. This accomplished by a number of techniques, some to too subtle. For example, in many mass marketing dojangs, parents accompany their children to the first classes. At these classes, children promise parents that they will clean their . . . .(Continue in BLACK TYPE Below)

martial arts. The addition of a school patch allowed to have pride in his school and in himself.
Today Tae Kwon Do is known "The martial art of the 21st Century;" "The Super Karate,"; "The most popular martial art in the world." Why? Because of marketing!

If you could take a stroll throug Japan's Budo Kan you would find it an impressive structur, large enough for rock concerts! Quite a leap from the old back alley dojos -- and it was accomplished by marketing an promoting the martial arts to the Japanese populace. Many of Japan's martial arts are also businesses. Take Sumo wrestling as an example; the wrestlers are highly paid professional athletes.

Student Creed
"I will develop myself in a positive manner and avoid anything that might reduce my mental growth and physical health,
I will develop self discipline in order to bring out the best in myself and in others.
I will use what I learn in class constructively and defensively to help myself and others, and to never be abusive or offensive."

On the other hand, look at what the martial art instructors teach as compared to golfing lessons, dancing lessons, swimming lessons, et cetera. You would have to conclude that the martial arts instructor is sadly underpaid professional athlete!

Physicians and psychologist often tell parents to send their problem children to a martial arts school--not to soccer or a baseball coach. I truly believe that there is no activity that has such a monumental effect upon the life of a human being as the earning of a black belt. I ask those of you who are black belts what your life would be like if you had never trained in your martial art? Would your health be the same? Would your attitude be as it is today? Stop and think about the meaning of your black belt; the benefits, the confidence you have not that you didn't have before your training; your positive mental outlook. How can you possibly put a price on what you have? It is priceless! The Sabum Nim had dedicated his live to exposing, allowing and empowering anyone that is to make the sacrifice the ability to become a . . .
(Continued in BLUE TYPE Below)

. . . rooms, make their beds and put their belongings away, just as black belts do. They are going to brush their teeth, take baths and put their dirty laundry away. In school they will do their homework and use black belt effort in class and black belt respect for their teachers and classmates; at home they will do and complete their chores and use black belt respect for their entire family Oh, yes. . they will also practice their martial arts 15 minutes a day.

Wow! IN the dojang they learn to use "Ma'am,"and "Sir," and they are required to bring their report cards for approval -- all the while surrounded by photo displays. T-shirts emblazoned with "food black belt stuff," and promises of party time. Tests come fast and furious' it keeps up their interest. As a reward, stripes are added to the belt to signify their new prowess. Never mind that Joey doesn't know a side kick from a roundhouse kick, or an inside block from an outside block. Why worry that he can't complete his form requriement, he cna be led through it. He can immediately belong to the "Black Belt Club" and then the SWAT Team -- which means he can help instructor during class.

Knowing others is wisdom; knowing yourself is enlightenment." --Lao Tzu

Some of the marketing affiliated organizations frown upon outside contact with any other martial arts, dojangs or events. I've gone to ATA regional tournaments where every person in the building was an ATA Member. Comparing your school and your skills by visiting other dojangs or tournaments is a no-no for ATA students.

Is thsi all bad? Of course it isn't. Some of it is down right admirable, and you can bet the parnets love it. But then, is it the martial arts? Of course it isn't. Calling a cow a horse dosn't make it so.

Check out some of these trade journal magazines for the new martial arts industry == here's a sample: "The future of martial arts has begun" this one announces the WMAC masters program where you can get your action figures at the local toy store; or, "Announcing NAPMA's exclusive Cardio-Karate program -- your link back to the adult market." Mmm ... how about: maximize the 'I want to buy' in . . . (Continue in BLACK TYPE Below)

. . . black belt. How much do you charge for something that is priceless?

"It is intereting that som instructors will say, "Come to me and I will build your confidence,' when their own self-esteem is so poor that they are afraid to charge for their teaching!" . . . Buzz Durkin, Seventh Dan, Uechi Ryu Karate, owner of a traditional Okinawan studio with 400 students and 127 active black belts.

The masters of the past were the most innovative and creative people of their time. As an example, Zen was not originally a part of the martial arts, but the Samurai adopetd it in their teaching because it allowed them to produce better students. In their own ways, our instructors adapted their teaching to America for the same reason. In my case my instructor trained in a garage that had no heat. His instrctor would open the door in the winter so that the cenent floor would get snow covered. In a way I'm disapointed that he never taught me that way. Times change. Today's professonal instructor who "markets" the martial arts uses tools that have been learned in the fields of sports psychology and education to make teaching more effective.

"We have changed how we do things bio-mechanically because some of the traditional things were bad for the body. Changing the sit-up so that it strengthens the stomach and does not wreck the back is not sacrificing out art of tradition. Neither is doing anything that allows us to communicate better with our students." . . . Buzz Durkin, Member of the Board of Directors of The Educational Funding Company . . . (Continued in BLUE TYPE Below)

. . . your students." This one has satalogs and posters and lists of "necessary" equipment. How about this on-going article: "The seven laws of success without selling out." I think you get the idea. And here's a locker: age four is an acceptable age.

" A man who has attained master of an art reveals it in his every action." . . . Samurai Maxim

A true martial arts master does not seek out students and neither is he concerned if they choose to leave. If the want what he can give, then they stay and learn. The master sets the path, and if the student has the necessary dedication he can eventually attain black belt status.

When my master tied his belt about me, he admonished me that his reputation went with the belt. I always tried to remember that with the black belt students I trained. When it was time for their black belt test. I reminded them of that heavy obligation. Certainly the way of the black belt should be open to all, but the path should not be made so excessively easy that the value of the belt is diminished.

Obviously the great philosopher Lao Tzu had long ago foreseen problems such as these that face the martial arts today when he wrote:

"THE WAY OF LIFE
A man is born gentle and weak.
At his death he is hard and stiff.
Green plants are tender and filled with sap.
At their death they are withered and dry.
Therefore the stiff and unbending is the disciple of death.
The gentle and yielding is the disciple of life.
Thus and arm without flexibility never wins a battle.
A tree that is unbending is easily broken.
The hard and the strong will fall.
The sofe and the weak will overcome" . . . LaoTzu

Today's martial arts instructor is constantly studying everything from bio-mechanics to Tony Robbins' NAC to enable him to communicate better with his students. If my instructor teaches the same way in 1997 as he taught in 1971, then he has not learned anything in 26 years. If I teach exactly the same way as I was taught then I too, have not learned anything. It is in the spirit of the "founders of the martial arts" that we modern masters must try to improve our teaching I don't believe this sacrifices the tradition of our art. I believe it is the tradition of our art.

At a recent martial arts convention I attended with my master, we were discussing comining martial arts forms and music. My master remarked: "Martial arts to music makes me feel bad." I know that I personally do not like the idea either and could not ever see myself doing so, but I said to him: "You know, I don't want to learn what these people do, I want to learn how to think the way that they think!"

The challenge of the "traditional instructor' is to run a successful school without sacrificing the values of the art. The goal of martial arts business education is to teach instructors to think differently. It is called growth!

As I was perusing this old magazine I came across an article by an good friend of Grandmaster Stepan and a new friend of mine Karen Eden . . . It was it appears her first article in Taekwondo Times . . . Small World.