Yogi was able to create what could probably be the first informal brand in matters beyond mind — TM, which he broadly defined as “a natural, effortless procedure practiced 20 minutes twice each day while sitting comfortably with the eyes closed.” Yogi was also probably the first to have converted the immense knowledge of Indian spirituality into digestible bites, something that many younger gurus (the third wave?) of today are following. In a way, he redefined the business of spirituality.
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