Every business should learn a few things from Sadhguru JV. I can’t comment on him being a mystic or not, but what I do know is that he has one of the most brilliant minds when it comes to building something people connect with. And that’s something every entrepreneur should take notes on.
In 2016, I had my first encounter with Sadhguru when I visited the Isha Foundation. My life turned around after that and it actually did for good—no doubt about it.
No one sells you anything at Isha, but everyone talks about everything offered by Sadhguru or the center. The way it’s positioned makes you feel that if you don’t get it, you’ll regret it for the rest of your life.
Their programs start at 5 AM and go on till 9 PM. You barely get time to just chill or roam around the ashram freely—everything is structured so meticulously.
The yoga and meditation classes? Top-notch. But the real magic is in those 3-hour pre-recorded video classes where they plant the seed.
By the time you’re done, you’re convinced that everything there—be it the overpriced clothes or the ridiculously expensive water—is the best thing for your well-being. You stop comparing, you stop questioning.
Sadhguru talks about letting go of materialism, yet Isha has one of the most well-oiled sales machines I’ve ever seen. You don’t even realize you’re being sold to—until you check your credit card statement.
And here’s the best part—every time someone from Isha foundation talks to you, they tell you about another course. But to attend that, you need to complete another course first. And if you can’t make it to the ashram? No problem. You can do these courses online as well. The structure, the positioning—it’s beyond amazing.
And that’s the key lesson for businesses: Don’t sell. Create an aura. Build your product, service, or brand in such a way that people believe it will make their life better.
If people genuinely feel that what you offer will improve their life, they will buy—without you having to push it.
Your product or service might not be perfect today, but your mindset for making it better every day can be. And that’s what creates long-term success.
Also, yoga is actually what makes your life amazing. Do it. Regardless of whether you see Sadhguru as a mystic or one of the most sorted businessmen ever.
What do you think? Have you seen similar strategies play out in other businesses?
