Personal Branding Sutras - 6

A modern interpretation of the Yoga Sutras for crafting your unique identity.

Sutra 9: Shabda Jñana Anupaati Vastu Shunyo Vikalpah

Sanskrit Sutra:

शब्द ज्ञान अनुपाती वस्तु शून्यो विकल्पः॥  

(Shabda Jñana Anupaati Vastu Shunyo Vikalpah)

Transliteration:

Shabda jñāna anupāti vastu śūnyo vikalpah

Poetic Essence:

Words may form, yet truth is lost,  

In empty concepts, meaning is tossed.  

True understanding, not in thought,  

But in the experience that is sought.

Personal Branding Essence (Poem):

Don’t let words mislead your brand,  

In empty stories, truth is banned.  

What’s real is found in action’s flow,  

Let your essence and purpose glow.

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 Commentary:

In this sutra, the mind is cautioned against indulging in conceptualization and superficial knowledge (Shabda Jñana)—ideas that lack true substance (Vastu Shunyo). Vikalpa refers to these conceptualizations or imaginings, which can mislead you away from clarity and truth. The true essence of knowledge and identity lies in direct experience, not in mere words or constructs.

When applied to personal branding, this sutra advises against focusing solely on external narratives or relying on hollow concepts. Instead, your brand should be grounded in authentic experiences and actions, rather than just words or ideas that have no real basis. 

To craft a compelling personal brand, avoid embellishing with abstract or misleading ideas (Vikalpa) that don't reflect your genuine experience or value (Vastu). Focus on what you do and the impact you have, which provides the true substance and meaning behind your brand.

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 Examples in Personal Branding:

Resume:

- Shabda (Words/Concepts): A resume should not just be a collection of keywords or titles, but reflect the true depth of your work and experience.

  Example of what to avoid: "I’m an expert in leadership development" without specific examples of leadership achievements.

  Why it’s misleading: Words without evidence of experience can be hollow.

  Better Example: "Successfully led a cross-functional team that developed a leadership program that increased team productivity by 25%."

  Why it works: It’s grounded in measurable action and real achievements.

- Vikalpa (Imagination/Empty Concepts): Avoid promoting an idealized version of your role or abilities that doesn’t align with your true experience.

  Example of what to avoid: "I am the best marketer in the industry" when no tangible achievements support that claim.

  Why it’s misleading: It's an abstract claim without proof.

  Better Example: "Led a team to create a marketing campaign that increased brand awareness by 40% in 6 months."

  Why it works: It ties your expertise to real, actionable results.

- Vastu (Substance/Reality): Your personal brand should reflect your true professional and personal substance, not just words or superficial ideas.

  Example of what to avoid: "I’m a visionary leader" without showing how your leadership has transformed projects or teams.

  Why it’s misleading: Words like “visionary” can feel empty without concrete examples.

  Better Example: "I introduced a new project management framework that improved cross-departmental collaboration and reduced delivery times by 20%."

  Why it works: It shows real outcomes of your leadership and vision.

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LinkedIn Profile:

- Shabda (Words/Concepts): Your LinkedIn summary should avoid vague or generic statements and instead focus on concrete experiences.

  Example of what to avoid: "I have a passion for technology and innovation."

  Why it’s vague: Passion alone doesn't provide real value.

  Better Example: "With a background in software engineering, I’ve developed and launched 5 successful tech products, including a mobile app that serves over 1 million users."

  Why it works: It showcases your real contributions and expertise.

- Vikalpa (Imagination/Empty Concepts): Stay away from overblown statements about your abilities or influence without any supporting facts.

  Example of what to avoid: "I’m a thought leader in every aspect of business transformation."

  Why it’s misleading: It’s an exaggerated claim without foundation.

  Better Example: "I’ve spoken at 10+ industry conferences and written articles on business transformation that have been featured in leading journals."

  Why it works: It provides concrete examples of your thought leadership.

- Vastu (Substance/Reality): Your LinkedIn should be filled with genuine accomplishments that reveal your authentic self and contributions.

  Example of what to avoid: Listing roles or achievements that no longer represent your current capabilities.

  Why it’s misleading: Outdated or irrelevant information doesn’t align with your current brand.

  Better Example: "Currently, I lead a team focused on AI research, which has resulted in a 15% reduction in operational costs through automation."

  Why it works: It’s up-to-date, relevant, and reflects your real expertise and value.

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By aligning your personal brand with your true actions and substance (Vastu), rather than relying on abstract concepts or superficial narratives (Shabda and Vikalpa), you will build a stronger, more authentic identity.