MBA: My Business Advice

The Power of Repetition: Why Consistency Wins

Years ago, I watched a rare interview with Bill Gates. Back then—pre-social media—you didn’t often hear from visionaries like him. What struck me wasn’t just what he said, but how he said it. Asked what the most complex challenge of the future would be, he didn’t hesitate:

“Information. Not how to get it. But how to sort it.”

At the time, I didn’t fully grasp it. Now, it’s obvious—information isn’t the issue. It’s what we choose to pay attention to… and for how long.

When we opened Bikram Yoga San Jose in 2003, yoga in general was still new to the Western world. Educating people about Bikram Yoga wasn’t just about sharing facts—there was no baseline of understanding. First, we had to introduce. Then educate. And only after that could we relate.

It reminded me of my time at Il Fornaio, where Hilary, one of our senior leaders, was so protective of the logo and the integrity of our brand. I can still hear her:

“You may be sick of seeing this logo, but the people out there aren’t. For some, it’s the very first time.”

She was right. That idea stuck with me. And I applied it to our studio:

Say it again. Post it again. Send it again. Teach it again.

Not everyone hears you the first time—or the fifth, or the tenth.

It takes 32 touches before something really sticks—especially now, in a world of endless scrolling and short attention spans. With Google, AI, and a thousand voices online, the challenge isn’t getting your message out there. It’s getting people to care enough to pay attention even for a few seconds!

That’s where consistency matters.

At the beginning, we had to remove barriers—even the perception of yoga itself. Some asked, “How can yoga be a business?” or “Isn’t this a sacred practice done only in India?”

My focus was simple: just get them in the room. Get them to try. Let the yoga do the work.

Once they experienced it, my explanations became secondary.

We awaken from the experience itself.

That awakening—that felt knowing—is the foundation of any good business. It’s not always measurable at first. But over time, your data and your instincts align.

The Point: Stay consistent. Stay patient. Be authentic. Be comprehensive.

Repeat yourself-on purpose.

And don’t stop just because you’re tired of hearing it. Someone out there is hearing your message for the first time - right now.