‘One should observe in the deepest way possible to become unique in any field’
By Eastern EyeJan 03, 2024
THERE is really no such thing as creativity. Everything that human beings have created is only an imitation and modification of what is already there.
It doesn’t matter what kind of machine you create - the finest mechanical and electronic systems and the most complex chemical factories are there in your body. Or, if you look at creativity in terms of art, everything that you do is just a small imitation of nature.
Though all of us receive the same impressions, someone may assimilate them in a certain way, but all creativity is just an imitation of the larger creation. If you are a great imitator, we call you a great artist. It is not that it is of no value, but it is not coming from you. It is something that reflects from within you. If you are just receptive to life, if you become a reflection of it rather than becoming a mind and a jumble of thoughts, this is generally considered as creativity.
If you want to be creative in any field, all you have to do is observe in the deepest possible way. If you develop a sense of observing every little thing that you do and every little thing that is happening around you, it brings enormous vision as to what you can do with everything. Creativity does not necessarily mean that you invented something fantastic. Someone can be creative about how they sweep the floor.
If you develop the means to truly observe what is happening within you on all levels of who you are, then you will be enormously creative. But even if you just observe what is happening around you constantly, you will see there is always a way to do the same thing in a more innovative way.
So, if creativity has to happen, we have to develop a certain level of “undistortedness” in the mind. If you carry the baggage of life with you all the time, you cannot see anything the way it is.
In yoga, we always describe the mind as a mirror. A mirror is useful to you only if it is clean and plain. If it is undulating or has accumulated something, it does not show you things as they are.
The nature of a mirror is such that if you stand before it, it reflects you in full glory. If you leave, the mirror leaves you 100 per cent. It will not retain even a little residue of who you are. The next person who comes and stands in front of the mirror is also reflected in full glory. Even if a million people look at themselves in a mirror, they will not leave an iota of their quality in the mirror.
If you can keep your mind in such a way that exposure to life does not leave any residue on your mind, then you see things just the way they are. Then there is room to innovate and create in every aspect of your life.
With my own life, I am supposed to be a spiritual teacher, but if someone wants to build a building, they come to me. If someone wants to arrange flowers, they come to me. If they want to stitch clothes, they come to me - not because I have knowledge about these things. It is simply because I see everything the way it is, and when you see everything the way it is, how you want it to be becomes very simple. You develop a certain level of involvement.
If you don’t make any distinction as to what is important and not important or what you like and don’t like, you see everything just the way it is. But the moment you decide what is mine and not mine and what is important and not important, how will you get involved with that which you think is not yours?
Where there is no involvement, nothing functions well. When you are deeply involved with everything that you are in touch with right now, only then do you see everything clearly, the way it needs to be seen. When you see things in this manner, it is very easy to create anything because it is just a question of what material you have in your hands and how to put it together.
Ranked among the 50 most influential people in India, Sadhguru is a yogi, mystic, visionary and bestselling author. He was honoured with the Padma Vibhushan, India’s highest civilian award, in 2017 for exceptional and distinguished service.
Jay's grandma’s popcorn from Gujarat is now selling out everywhere.
Ditched the influencer route and began posting hilarious videos online.
Available in Sweet Chai and Spicy Masala, all vegan and gluten-free
Jayspent 18 months on a list. Thousands of names. Influencers with follower counts that looked like phone numbers. He was going to launch his grandmother's popcorn the right way: send free bags, wait for posts, pray for traction. That's the playbook, right? That's what you do when you're a nobody selling something nobody asked for.
Then one interaction made him snap. The entitlement. The self-importance. The way some food blogger treated his family's recipe like a favour they were doing him. He looked at his spreadsheet. Closed it. Picked up his phone and decided to burn it all down.
Now he makes videos mocking the same people he was going to beg for help. Influencers weeping over the wrong luxury car. Creators demanding payment for chewing food on camera. Someone having a breakdown about ice cubes. And guess what? The internet ate it up. His popcorn keeps selling out. And from Gujarat, his grandmother's 60-year-old recipe is now moving units because her grandson got mad enough to be funny about it.
Jay’s grandma’s popcorn from Gujarat is now selling out everywhere Instagram/daadisnacks
The kitchen story
Daadi means grandmother in Hindi. Jay's daadi came to America from Gujarat decades ago. Every weekend, she made popcorn with the spices she grew up with, including cardamom, cinnamon, and chilli mixes. It was her way of keeping home close while living somewhere that didn't taste like it.
Jay wanted that in stores. Wanted brown faces in the snack aisle. It didn’t happen overnight. It took a couple of years to get from a family recipe to something they could actually sell. Everyone pitched in, including his grandmom, uncle, mum. The spices come from small local farmers. There are just two flavours for now, Sweet Chai and Spicy Masala. It’s all vegan and gluten-free, packed in bright bags that instantly feel South Asian.
The videos don't look like marketing. They look like someone venting at 11 PM after scrolling too long. He nails the nasal influencer voice. The fake sympathy. “I can’t believe this,” he says in that exaggerated influencer tone, “they gave me the cheaper car, only eighty grand instead of one-twenty.” That clip alone blew up, pulling in close to nine million views.
Most people don't know they're watching a snack brand. They think it's social commentary. Jay never calls himself an influencer. He says he’s a creator, period. There’s a difference, and he makes sure people know it. His TikTok has around three hundred thousand followers, Instagram about half that. The comments read like a sigh of relief, people fed up with fake polish, finally hearing someone say what everyone else was thinking.
This fits into something called deinfluencing; people pushing back against the buy-everything-trust-nobody cycle. But Jay's version has teeth. He's naming names, calling out the economics. Big venture money flows to chains with good lighting. Family businesses with actual stories get ignored because their content isn't slick enough.
Jay watched his New York neighbourhood change. Chains moved in. Influencers posted about places that had funding and were aesthetic. The old spots, the family ones, got left behind. His videos are about that gap. The erosion of local culture by money and aesthetics.
"Big chains and VC-funded businesses are promoted at the expense of local ones," he said. His content doesn't just roast influencers. It promotes other small food makers who can't afford to play the game. He positions Daadi as a defender of something real against something plastic.
And it's working. Not just philosophically. Financially. The videos drive traffic. People click through, try the popcorn, come back. The company can't keep stock. That's the proof.
Daadi popcorn features authentic Gujarat flavours like Sweet Chai and Spicy Masala, all vegan and gluten-free Daadi Snacks
The blowback
People unfollow because they think he's too harsh. Jay's take: "I would argue I need to be meaner."
In May, he posted that he's not chasing content creation money like most people at his follower count. "I post to speak my mind and help my family's snack biz." That's a different model. Most brands pay influencers to make everything look perfect. They chase viral polish, and Jay does the opposite. In fact, he weaponises rawness and treats criticism like a product feature.
The internet mostly backs him. Reddit threads light up with support. One commenter was "toxic influencers choking on their matcha lattes searching their Balenciaga bags." Another: "Influencers are boring and unoriginal and can get bent." The anger is shared. Jay simply gave it a microphone and a snack to buy.
Jay's success says something about where things are going. People are done with curated perfection. They can smell the artificiality now. They respond to brands that feel like humans rather than committees. Daadi doesn't sell aspiration. Doesn't sell a lifestyle. Sells popcorn and a point of view.
The quality matters, including the spices, the sourcing, and the family behind it. But the edge matters too. He’s not afraid to say what most brands tiptoe around. “We just show who we are,” Jay says. “No pretending, no gloss. People can feel that and that’s when they reach for the popcorn.”
Most small businesses can't afford to play the traditional game. Can't pay influencers. Can't hire agencies. Can't fake their way into feeds. Maybe they don't need to. Maybe honesty and humour can cut through if they're sharp enough. If the product backs it up. If the story is real and the person telling it isn't trying to sound like a PR script.
This started with a list Jay didn't use. The business took off the moment he stopped trying to play by the usual rules and started speaking his mind. Turns out, honesty sells. And yes, the popcorn really does taste good.
Daadi Snacks merch dropInstagram/daadisnacks
The question is whether this scales. Whether other small businesses watch this and realise they don't need to beg for attention from people who don't care. Right now, Daadi keeps selling out. People keep watching. The grandmother's recipe that was supposed to need influencer approval is doing fine without it. Better than fine. Turns out the most effective marketing strategy might just be giving a damn and not being afraid to show it.
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