Transcendental meditation and virtual reality don't strike you as the most natural bedfellows.
The TM movement seeks to bring about greater awareness of an individuals reality, whereas VR seeks to take us to a new, artificially created one.
Yet listening to Jaron Lanier on the excellent BBC radio show Click (http://www.bbc.co.uk/programmes/w3csvpcf), they seemed more related than I thought.
His new book (out today) called 'Dawn of the New Everything' is a potted history of the world of Virtual Reality and an exploration of the future possibles.
However a world where VR becomes ubiquitous as technology becomes less cumbersome and more powerful, has many running scared of the technology's increasingly central role in our lives as humans.
It's seen as driving further detachment from what it means to be human. Less genuine connections, less 'real' experiences, more sitting at home plugged into the matrix.
But in one snippet of the interview above, we hear Lanier propose a completely different view.
He tells the story of a session where a user was plugged into the VR world for a period of time, and whilst he or she was 'in' it, they had a single rose placed next to them on the table.
And when they removed the headset, coming out of the virtual space, they saw the rose.
The real rose.
In a way that they'd never seen it before.
It's gloriously crisp shape, its vivid colour, its smell and the gentle touch of the petals.
The virual experience had helped them transcend in the way meditation does, to give them a whole new sense of 'reality'.
Which I thought was pretty powerful stuff, and an interesting perspective on the real power of transporting people into a virtual space.
Not for them to escape reality, but for them to have a better appreciation of it.
So should brands therefore, in thinking about how VR can play a role, consider the journey from the virtual to the real world...how are consumers going to react to the real brand having spent time with them virtually?
How can they make the most of this hyper awareness of the real?
In a marketing environment, you can see this working brilliantly. From coming out of a virtual experience into a real product space, seeing the your product for the first time, having spent time 'meditating' in a parallel world.
A fascinating new customer journey begins to emerge...