Reader Sanjay Pande sets the internet straight on what it really means to be a “guru”:

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The word guru is from sanskrit and doesn't translate well to English. "gu" is darkness and "ru" is
remover. It is usually associated with either the spiritual or knowledge or both and signifies
someone who can help remove the darkness. It takes a "teacher" a long time before they're
accorded the status of guru. The presence of any ego or hubris of knowledge automatically
disqualifies them as they're still considered to themselves be in the dark.

But, then again you're talking about gooroos, who are different anyway.

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Which got me to thinking:

Personally, I am not in the business of teaching email or copywriting or whatever it appears on

the surface. In strict accordance with my Brand Barbarian methodology… I am in the business
of being Ben Settle.

That means, by default, there’s a ton of ego in my business.

A whole lot of irrational self confidence in my business.

And, dare I say it… a lot of darkness in my business as far as the term “guru” goes.

If I tried to call myself a guru, I’d be a fraud.

And, I have always rejected it since I simply ain't one.

More:

If you are going to use my non-guru ways to build your own brand via my Brand Barbarian
book’s methodology — on sale today — you can’t be a guru, either. Because that basically
means you, too, will be in the business of being you, and not behaving like and mimicking your
favorite philosopher king or boss lady or whatever.
Anyway, on to the business:

My Brand Barbarian book is on sale at a 25% discount.

The deadline to get it is Friday, 4/19 at midnight EDT.