It's not just high powered meetings, networking and speeches at the World Economic Forum, some attendees are also taking part in meditation sessions.
"There's always a quiet place in your mind," says Rick Goings, the boss of Tupperware Brands.
Despite being at the helm of a company valued at a whopping $3bn - yes plastic box sales really are worth that much - he religiously spends 20 minutes twice a day meditating.
Sometimes he does it in bed, other times in the car on the way back from a meeting or on an aeroplane, as well as in the office.
The one crucial thing is that he has to be upright, he says. After all, he chides, it's meditating not sleeping.
Until recently, many people may well not have known the difference. While meditation has been around a long time, it's been seen as a religious practice rather than an activity in its own right.
But increasingly it's becoming part of everyday life. Sports centres, schools and now workplaces are beginning to offer meditation or something they call "mindfulness".
According to a recent study by Pew some 40% of Americans say they meditate regularly.
Meditation session
One clear demonstration of its mainstream popularity is its presence at the World Economic Forum in Davos.
Each morning there's a half-hour session that anyone can attend.
In the frenzied, noisy, non-stop meetings of this speed networking event it seems an anomaly. It's far from the macho world of power typically on show here.
