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Our Philosophy

We are Zen Digital.

The Four Monkeys Experiment is not an experiment that actually happened, it is rather a fable. Nevertheless, its lesson is the basic philosophy behind our agency, Zen Digital. The story goes something like this:

A group of researchers put four monkeys in a big cage with bananas lying on top of a ladder in the middle of the room. When the first monkey goes for the bananas, the researchers soaked the rest of the monkeys with cold water. The second monkey tried to get the bananas shortly after, but again the researchers sprayed the other monkeys with cold water.

After some time, every time a monkey went up the ladder, the other monkeys would beat up the one on the ladder. Soon, no monkey dared climbing the ladder again, no matter how tempting it seemed.

Then, the researchers replaced one of the monkeys with a new monkey who wasn’t part of the original experiment and was never sprayed with water. And, as soon as he touches the ladder to go for the bananas, the other four monkeys attack him to keep him from doing so. If he tries again, they attack him again. Thus, the new monkey learns not to go after the bananas, even though he never knew why.

The researchers then replaced a second monkey with another new monkey. When this monkey goes for the bananas, the other four attack him, including the new monkey who was never sprayed with water. The researchers then continued to replace all the monkeys one at a time, until all four of the original monkeys are removed from the cage. Each time the newcomer goes for the bananas, the others would beat him up, even when they, as new monkeys, have never received a cold shower for going after the bananas. And so the new monkeys learned not to go after the bananas, without knowing why.

The researchers hypothesized that, if they were to ask the monkeys why they don’t go for the bananas, they’d answer “because that’s the way it’s always been done”.

Let's NOT be like those four monkeys.

Are you ready to break convention?
Unlike the four monkeys from the story, we at Zen Digital love tackling the status quo, breaking conventions, and exploring new paths to success. Young, bold, and creative – that's what we strive to be.
Tarik Gogic


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We’re a team of creatives who are excited about unique ideas and help small to medium businesses on their digital marketing journey.

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