How to Promote "Just Now"?

  During the group meditation discussion tonight, someone had asked the question of how we can promote Chan to more Westerners. This person was sharing about many television programs in Taiwan which promote various temples and teachers, and the skillful ways in which media is used to help people learn about Buddhism as a religion. But I had to wonder, is Chan best promoted as a religion to Westerners?
    The way that I think about it might be to ask the question: how does one promote "just this?" or "just now?" Meditation is a little bit like this, as is many Chan teachings, simply because there is no special accessory or product to it. In fact, to try to add anything else to Chan would be to go way beyond and to even dilute its power. If that's the case, is there any way to promote Chan at all? I am almost thinking that the term 'promotion' in itself is too much, because we can only really promote what can be sensed or touched. Can Chan be sensed or touched? Can it be bought even? There is something about this practice that simply cannot be commodified in any way. But then on the other hand, we don't want to go to the other extreme and equate Chan with nothingness or with some invisible deity. Chan is a way of being that can only be experienced when there is some room for still awareness.
  One of the biggest traps, I believe, is how people tend to want to take something with them, as a technique. I have found that the Chan way cannot be reduced to technique, even though many techniques are taught.  This is a funny paradox, but it's bad if Chan is reduced to a series of ten steps, or even to something that is measurable. The flavour of Chan gets lost when it is looked at in this way. All one can ever really do is gently point to it, in many skilful ways, and patiently allow the fruit to ripen in mind. Is there any other way? A quicker way is not possible because we can never grab a cloud by the horns.