Recently, a devotee said to me, “Prabhu, you are now writing articles. Soon, you will be writing books as well. We have had many devotees who previously wrote articles and now are writing books.”

I replied, “I am not thinking about that. I just write whatever inspires me.”

After a brief pause, I further said, “Even if I write books, I can never imagine myself promoting my own book, telling people why they should purchase it. Even the thought of doing something like that repels me.”

We find there are many devotees as well who have written many books after the departure of Shrila Prabhupada. Prabhupada wrote books, and now, many of his disciples, grand disciples have written many books.

We have many devotees who have become quite famous through the social media, and have many followers. We have many devotees who are seen “promoting” themselves, either through their books, or through social media, or through whichever means available to them.

Is self-promotion a breach of humility? Not necessarily.

When is self-promotion a violation of humility?

If self-promotion is solely for gaining name and fame, it showcases a lack of humility.
If self-promotion is aimed at overpowering someone, then it reflects the wrong attitude.
If self-promotion involves demeaning or disempowering others, it also indicates a clear absence of humility.

Also, such self-promotion is impotent of satisfying the person himself or herself, as well as others who are the recipients of that self-promotion.

I had once asked an author about one of his books that he had written long time back. He humbly mentioned to me that he wrote that book because he was under the influence of gaining fame that particular time in his life. He further told me, “Now if you ask me, I won’t ever do it.”

Not that he didn’t write books after that. But, he didn’t write with the same consciousness. And definitely, he wasn’t satisfied with his book written for the pursuit of fame. And later, when his attitude changed, he was totally satisfied.

Can self-promotion be justified anytime?

Yes. In a few cases, when self-promotion is done for a higher cause, it doesn’t supersede the principle of humility.

Let us explore.

1] Self-promotion for promoting Krishna:

It is a general principle that people are often more attracted to a person than to a philosophy or an organization. If one’s sole aim in drawing people to oneself is to ultimately attract them to Krishna, then self-promotion can be justified. This requires a deep level of honesty and purity.

My spiritual master wrote an autobiography entitled “The Journey Home”. He is not the kind of person who likes to do book launches or engage in any kind of self-promotion; in fact, he is the last person who will ever do so. However, simply to bring outsiders closer to the path of bhakti, he exhibited extra-ordinary humility by doing things he would ordinarily never consider.

Humility doesn’t mean staying behind. It means setting aside the consciousness of ‘I’ and ‘mine’ to promote Krishna. If self-promotion is required to glorify Krishna, a devotee may even step forward, shedding one’s humble demeanor for a higher purpose. That is an ornament to the quality of humility.

Lord Caitanya took sannyasa because sannyasis would be the most respected by all. My spiritual master once said, “If Lord Caitanya would have appeared now, He would have become a cricketer.” This was spoken many years back.

We can as well extrapolate this statement by saying, “If Lord Caitanya appeared in the Gen Alpha, He would become a Youtuber!”

Lord Caitanya’s goal was to promote Krishna. Whatever helped him the best to do that, he did.

2] Self-promotion for Accomplishing a Grand Service:

Madhavendra Puri, of whom Lord Caitanya was the grand-disciple, was totally disinterested in fame. Yet, his fame spread everywhere when Lord Gopinatha in Remuna stole “amrtakeli” (sweet rice) for him. In fear of people praising him, he left Remuna. He reached Jagannath Puri where he had to accomplish a service for Lord Gopala in Vrindavan. His fame had already reached before he reached. Obtaining permission for taking sandalwood was quite difficult to get in those days. But, through his influence, he could get it easily. He didn’t run away from fame that time. Rather, Madhavendra Puri used that God-given fame to get sandalwood for Lord Gopala thereby pleasing the Lord.

3] Self-promotion for Inspiring Others:

Many a times, in a Vaishnava community, scores of book distribution and fund collection are announced. One may do these activities with the sole aim of self-promotion. But the very fact that one is extending himself or herself for that service is worthy to be appreciated.

Through one’s service, through self-promotion, one may also have the desire to inspire others to do more for Krishna.

Isn’t that what happens in the spiritual world?

yadi dūraṁ gataḥ kṛṣṇo
vana-śobhekṣaṇāya tam
ahaṁ pūrvam ahaṁ pūrvam
iti saṁspṛśya remire
Sometimes Kṛṣṇa would go to a somewhat distant place to see the beauty of the forest. Then all the other boys would run to accompany Him, each one saying, “I shall be the first to run and touch Kṛṣṇa! I shall touch Kṛṣṇa first!” In this way they enjoyed life by repeatedly touching Kṛṣṇa.

The only goal which these boys had was to inspire each other. And that is a very healthy standard and consciousness one can be in.

When we are seeing someone occupying the top positions in the above services, why not have a broader outlook and simply appreciate them?

Developing a BROADER Outlook:

Shrila Prabhupada would tell his disciples to sell his own books. Was he wanting self-promotion? Definitely not. He wanted the message of Krishna to reach one and all.

There are some people who get repelled and criticize devotees who write and promote their books. They say, “Prabhupada told to distribute his books, not to write and distribute your own books.”

That may be correct. But then, will all people get attracted only by Prabhupada books in the beginning? May not be. They may not get a chance to even see Shrila Prabhupada books.

There are direct ways of preaching, and there are indirect ways of preaching. One cannot progress by having a narrow outlook toward things. Humility means to have a broad-minded vision, and appreciate others’ contribution in the service of Krishna. Prabhupada books are definitely meant to be distributed. If people are promoting their own books, and if those books are helping people in their bhakti, by that service to those devotees, the authors are getting benefitted and accessing Krishna’s grace.

There are many people who have become devotees by online preaching, by watching Youtube videos etc. Imagine if no one opted for that service. The entire internet is filled with non-sense, and if a few devotees who feel for that cause are helping people come closer to Krishna, simply rejecting it as self-promotion is ludicrous.

Vaishnava principles are very fine. One needs to understand the heart of a devotee. If one sees externally, one will simply ruin oneself by finding faults. Rather, one must focus on one’s own purification, and appreciate the service that others are doing in the mission of Shrila Prabhupada. In case of any discrepancies, we must report to higher authorities and seek their guidance. In case of any doubts, we must try to resolve those doubts. But, we must not reject anything and anyone in the service of Krishna. Also, we must sincerely pray to Krishna to reveal the devotees glories and their genuine Vaishnava qualities.