Module 1: Introduction to Life Skills

1. Definition and Importance of Life Skills

Life skills are a set of abilities that enable individuals to handle challenges, build
healthy relationships, and make informed decisions. These skills are vital for
adapting to a rapidly changing world and are essential in every aspect of life—
education, career, and personal development.

Key Points Discussed

• Life skills encompass cognitive, emotional, and interpersonal abilities.

• They empower individuals to deal effectively with the demands and stresses
of everyday life.
• Examples: Problem-solving, communication, empathy, self-awareness,
resilience.

2. Framework for Life Skills

ten core life skills that are fundamental to healthy development. These skills are
broadly categorized into three areas:

Cognitive Skills:

• CriticalThinking: Ability to objectively analyze information and form

judgments.
• Creative Thinking: Fostering innovation and generating solutions to
problems.
• Decision-Making: Making well-thought-out choices by weighing options and
consequences.
• Problem-Solving: Identifying solutions for complex challenges.

Social Skills:

• Effective Communication: Conveying ideas clearly and empathetically.

• Interpersonal Skills: Building and nurturing positive relationships.

Emotional Skills:

• Self-Awareness: Understanding one’s emotions, strengths, and weaknesses.

• Empathy: Recognizing and respecting the feelings of others.
• Managing Emotions: Controlling emotional responses in challenging
situations.
• Coping with Stress: Managing stress positively to maintain well-being.
3. Relevance in Education, Career, and Personal Life

In Education:

• Helps students adapt to new learning environments.

• Encourages collaborative and independent learning.
• Builds confidence to engage in academic and extracurricular activities.

In Career:

• Enhances teamwork, adaptability, and leadership.

• Facilitates effective communication in professional settings.
• Aids in decision-making and problem-solving under pressure.

In Personal Life:

• Promotes mental and emotional well-being.

• Strengthens interpersonal relationships.
• Prepares individuals for real-world challenges and responsibilities.

What Is Self-awareness?
While awareness is the ability to recognize what’s happening in your
surrounding environment, self-awareness is the ability to control that
environment. Cultivating self-awareness puts you in the driver seat of your
own life and gives you an opportunity to make conscious decisions that align
with your character, feelings, and what inspires you. Without awareness and
self-awareness, nothing can change. So, are you going to work on becoming
self-aware, or are you going to remain the same?

Why Should You Care to Become Self-aware?

Not convinced about diving into self-awareness? Well, let me put it this way: If
you choose to not practice self-awareness, you risk living a life that passes by
in front of your eyes, one that is gone before you know it. Tapping into what
moves you physically, mentally, and emotionally yields you the greatest
chance to seize any opportunities that come your way to step into your power.
The nice thing? Practicing self-awareness is not all that difficult.

How to Practice Self-awareness

If you've never practiced self-awareness, that's completely okay. It's never too
late; it's always the right time to start. Self-awareness was the first thing I
embraced on my own quest for finding my most authentic self, and I think it's
the perfect place for you to start, too. Use the below exercises and tools to help
bring awareness into your own life.

1. Take Up a Journaling Practice

Anytime someone asks me for guidance on their journey of self-discovery, I

first tell them to buy a journal. Cultivating a daily writing practice is one of the
easiest and affordable (it's free; all it costs is your time) ways to tap into your
self-awareness. Journaling gives you an opportunity to discover more about
yourself that you may have otherwise never discovered if you didn't put the
pen to the paper.

Journaling doesn't need to take hours. In my personal practice, I set aside five
to 10 minutes every morning to journal, which has let me practice and become
more self-aware. A writing practice like this can make you the author of your
own life, as it will let you dive further into your self-awareness than ever
before.

Never tried journaling? Not a problem. Here are three journal exercises I use
to help me practice self-awareness and tap into the best version of myself:

• Gratitude journaling: Gratitude is the readiness to show thankfulness.

So, every morning, write down five things you are grateful for, or five
things you're thankful for.
• Verbal vomit: This exercise is meant to be a brain dump with no
restrictions. Write down whatever comes up. Don't resist. You may
learn something new about yourself or your feelings that can change
the course of your life for the better.
• Guided brainstorm: Simply write down a question you're looking to
answer, like "What is my purpose?", and then brainstorm a list of ideas
that help you uncover the answer to your question.

Don't over complicate this new writing practice. Five minutes is all you truly
need. But don't hold back if your mind, body, and soul is eager for a longer
practice. The beauty of journaling is it becomes whatever you want it to
become.

2. Meditate

Mediation is becoming more mainstream. There, I said it. A simple meditation

practice changed the course of my self-discovery journey, and I'm confident it
can do the same for you, too (so are studies). While it may seem challenging at
first, meditation gets easier and more comfortable the more you do it.
Meditation is like a muscle; the more you flex it, the stronger it gets. Will
practice make perfect? I don't believe so, because perfection means you think
you can't improve anymore. However, practice creates confidence.

If you don't know where you start, that's completely okay. I would never leave
you hanging; I'm here to support your journey. If you're new to meditation,
start small. Use a five- to 10-minute guided meditation on YouTube, or if you
want to challenge yourself, try sitting in silence with your eyes closed for five
minutes. Any time you and meditate, you will increase your self-awareness.

3. Connect With Your Feelings

Remember, self-awareness is understanding what moves you

physically, emotionally, and mentally, and being able to control each of those.
When you're connected with your feelings—your emotions—you're able to
understand what in life you should do more and less of; do more of the things
that give you energy and do less of the things that take from you. It's a simple
equation, but you must have the awareness of your feelings to do so.

So stop pushing your emotions to the side; men, I'm especially talking to you.
Avoiding your emotions does you no good; it keeps you from tapping into
your self-awareness. Next time an emotion (or emotions) arises, stop,
recognize, and feel it.

4. Recognize Your Surroundings & Adapt With Them

Similar to pushing your emotions to the side, it's easy to float through life
without the awareness of what's happening around you. I get it, life's busy and
sometimes you may feel like you don't have enough time to slow down. But
I'm telling you right now, slowing down will let you become aware of your
surroundings and adapt with them to improve your life or seize new
opportunities.

The more you choose to slow down and take note of what's happening and
changing around you, the more likely you are to continuously mold and design
your life in a way that supports your journey of self-discovery. If you never
choose to slow down, you risk missing new opportunities that might guide
you closer to your desired path.

5. Ask For Feedback From Your Inner Circle

Asking for feedback is typically a handy way to uncover things about your life
that other people see but you may never know are present, whether that be
tendencies or other things you are not aware of. Be cautious about who you
ask for feedback from; make sure it's someone you trust and who will be
honest. When receiving feedback, it's crucial to see it as an opportunity to
improve on something rather than a way to feel bad about yourself.

The feedback you'll receive will help you become more self-aware in various
areas of your life. Sometimes it's easier for another person to identify
something about your life than it is for you to do it yourself. Be open to
hearing what your inner circle may have to say. Their feedback may change
your self-awareness and life forever, and for the better.

3 Ways Self-awareness Can Change

Your Life
1. Recognize your strengths and weaknesses: When you are self-aware, you're
able to identify what in life you are exceptionally good at and areas of life you
could improve on. Being able to see both will allow you to become the best
version of yourself and continue to push the needle when it comes to your
personal growth.
2. Control the environment you live in: Self-awareness not only lets you
understand what moves you physically, emotionally, and mentally, but it also lets
you control your environment to only include things that align with your values.
Self-awareness puts you in the driver seat of your own life.
3. Invites presence into your life: Becoming self-aware and embodying that
awareness, simply makes you more present. Life will no longer zoom by in front
of you. You will begin to appreciate every temporary moment more than ever
before.

Bottom Line
Self-awareness, one pillar self-discovery, ultimately lets you live in the present
moment and make conscious decisions the control the world you live in.
Without cultivating it, you risk letting life happen to you and losing control of
your direction and path. It's time you step into your power and become the
best version of yourself.

Session Take aways

Self-Awareness

Definition:Self-awareness is the ability to recognize and understand your own

emotions, thoughts, and behaviors. It allows individuals to identify their strengths,
weaknesses, values, and motivations, enabling personal growth and better decision-
making.
Types of Self: STR test

Self-Concept: The mental image or perception one has about themselves, including
their beliefs, abilities, and roles in life.

Body Image: How one perceives their physical appearance, which can impact self-
esteem and confidence.

Self-Esteem: The value or worth one assigns to themselves, influenced by personal

achievements, feedback, and experiences.

Techniques Used for Self-Awareness:

The Self analysis test

A tool that helps individuals understand their relationship with themselves and
others by exploring four quadrants:

Open: Known to self and others.

Blind: Known to others but not to self.

Hidden: Known to self but not to others.

Unknown: Unknown to both self and others.

To be done
SWOT Analysis: A method to evaluate strengths, weaknesses, opportunities, and
threats:

Strengths: Personal capabilities or positive attributes.

Weaknesses: Areas needing improvement.

Opportunities: External chances for growth.

Threats: External factors that may hinder progress.

Self-Management

Key Components:

Mindfulness: Staying present and fully engaged in the moment without judgment.
This helps in managing stress and improving focus.

Trustworthiness: Being honest and reliable, fostering trust in relationships and

professional settings.

Adaptability: The ability to adjust to changing circumstances and remain flexible in

different situations.
Agility: Being quick to respond and proactive in addressing challenges, ensuring
resilience in dynamic environments.

Innovation: Cultivating creativity and implementing new ideas to solve problems and
improve outcomes.

Self-Motivation: Driving oneself to achieve goals through intrinsic motivation,

maintaining a positive attitude, and staying committed despite obstacles.

Notes on STR separately attached

Time Management

1. Set Goals

• Definition: The process of defining clear, actionable objectives to focus

efforts effectively.
• SMART Goals:
o Specific: Clearly define what you want to achieve.
o Measurable: Include criteria to track progress.
o Achievable: Ensure goals are realistic and attainable.
o Relevant: Align with broader objectives or life priorities.
o Time-bound: Set a deadline for completion.
• Benefits: Increases motivation, provides direction, and enhances
productivity.

2. Organize

• Planning Tools:
o Calendars, planners, and to-do lists help manage daily tasks.
o Digital tools like Google Calendar, Trello, and Notion are
effective.
• Techniques:
o Break larger tasks into smaller, manageable steps.
o Allocate specific times for tasks and stick to a routine.
• Decluttering:
o Keep physical and digital workspaces organized to reduce
distractions.

3. Energy Levels

• Understand Natural Rhythms: Identify peak productivity hours

(morning, afternoon, or evening).
• Maintain Energy:
o Sleep: Ensure 7-9 hours of sleep each night.
o Nutrition: Eat balanced meals rich in nutrients.
o Exercise: Engage in regular physical activity to boost stamina.
o Breaks: Incorporate short breaks to recharge and avoid burnout.
4. Prioritize

• The Eisenhower Matrix:

o Urgent and Important: Do immediately.
o Not Urgent but Important: Schedule for later.
o Urgent but Not Important: Delegate to others.
o Not Urgent and Not Important: Eliminate.
• Pareto Principle (80/20 Rule): Focus on 20% of tasks that yield 80%
of results.
• ABC Method: Categorize tasks into A (critical), B (important), and C
(low priority).

5. Deal with Distractions and Procrastination

• Common Distractions: Social media, emails, noise, and interruptions.

• Strategies:
o Create a distraction-free workspace.
o Use apps like Focus@Will or Pomodoro timers to stay on track.
o Set boundaries and inform others about your focus time.
• Overcome Procrastination:
o Identify the root cause (fear, perfectionism, lack of interest).
o Start with small, easy tasks to build momentum.
o Reward yourself after completing tasks.

Stress Management

1. Definition

• Stress: A psychological and physiological response to external or internal

challenges (stressors) perceived as threatening or overwhelming.

2. Stressors

• Sources of Stress:
o Environmental: Noise, pollution, and overcrowding.
o Work-related: Deadlines, workload, and job insecurity.
o Personal: Financial issues, family conflicts, and health concerns.
o Social: Relationship problems, societal expectations, and peer
pressure.

3. The General Adaptive Syndrome (GAS) Model of Stress

• Developed by Hans Selye:

1. Alarm Stage: Initial reaction to stress; body releases adrenaline
and cortisol.
2. Resistance Stage: Body tries to adapt to the stressor; energy
consumption is high.
3. Exhaustion Stage: Prolonged stress leads to fatigue, weakened
immunity, and burnout.

4. Coping Strategies

• Problem-focused Coping:
o Identify and address the root cause of stress.
o Develop actionable solutions (e.g., time management, delegation).
• Emotion-focused Coping:
o Manage emotional responses to stress (e.g., meditation,
journaling).
o Seek support from friends, family, or counselors.
• Avoidance Coping:
o Distract oneself temporarily through activities like hobbies or
entertainment.

5. Building Resilience

• Definition: The ability to bounce back from adversity and adapt to

stress effectively.
• Techniques:
o Positive Thinking: Focus on growth opportunities instead of
setbacks.
o Mindfulness: Practice being present and accepting situations
without judgment.
o Social Support: Build strong relationships with a network of
supportive people.
o Adaptability: Learn to embrace change and stay flexible in
challenging circumstances.
o Self-care: Prioritize physical health, mental well-being, and
relaxation techniques.
Interpersonal skills refer to the abilities that help individuals interact
effectively with others. These skills are essential in both personal and
professional settings, as they influence communication, collaboration, and
relationship-building. Strong interpersonal skills contribute to teamwork,
leadership, conflict resolution, and overall workplace success.

Key Interpersonal Skills

1. Communication – Clearly expressing ideas and actively listening to

others.
2. Empathy – Understanding and considering others' perspectives and
emotions.
3. Emotional Intelligence – Managing emotions and responding appropriately
in social interactions.
4. Active Listening – Paying full attention to the speaker and responding
thoughtfully.
5. Conflict Resolution – Addressing disagreements constructively and finding
mutually beneficial solutions.
6. Collaboration – Working effectively as part of a team and valuing diverse
opinions.
7. Adaptability – Adjusting to different personalities, situations, and
environments.
8. Persuasion and Negotiation – Influencing others while maintaining
positive relationships.
9. Respect and Professionalism – Treating others with courtesy, honesty,
and fairness.
10. Networking – Building and maintaining relationships for mutual benefit.

Importance of Interpersonal Skills

• Enhance workplace communication and productivity.

• Improve teamwork and leadership effectiveness.
• Foster strong professional and personal relationships.
• Help in resolving conflicts and reducing misunderstandings.
• Boost career growth and employability.
1. Interpersonal Skills in Leadership

Effective leaders rely on strong interpersonal skills to inspire, guide, and

connect with their teams.

Key Skills:

• Emotional Intelligence – Understanding and managing emotions in

yourself and others.
• Active Listening – Making employees feel heard and valued.
• Empathy – Addressing team members' concerns with understanding.
• Clear Communication – Setting expectations and providing constructive
feedback.
• Conflict Resolution – Handling disagreements diplomatically.

Why It Matters:

• Builds trust and credibility.

• Boosts employee morale and engagement.
• Enhances decision-making and problem-solving.

2. Interpersonal Skills in Team Dynamics

A productive team thrives on effective communication, trust, and mutual

respect.

Key Skills:

• Collaboration – Encouraging participation and idea-sharing.

• Adaptability – Being flexible to different working styles.
• Constructive Feedback – Providing and receiving criticism positively.
• Conflict Resolution – Addressing differences to maintain a positive
environment.
• Respect & Inclusivity – Valuing diverse opinions and backgrounds.
Why It Matters:

• Strengthens teamwork and cooperation.

• Reduces misunderstandings and workplace conflicts.
• Increases efficiency and innovation.

3. Interpersonal Skills in Business Communication

In professional settings, clear and effective communication is key to success.

Key Skills:

• Persuasion & Negotiation – Convincing stakeholders and reaching

agreements.
• Professionalism & Courtesy – Maintaining a positive and respectful tone.
• Non-Verbal Communication – Understanding gestures, eye contact, and
tone.
• Clarity & Conciseness – Avoiding misunderstandings through clear
messaging.
• Networking – Building long-term professional relationships.

Why It Matters:

• Helps in career advancement and leadership roles.

• Improves relationships with colleagues, clients, and stakeholders.
• Increases effectiveness in meetings, emails, and presentations.

4. Interpersonal Skills for Client and Agency

Relationships

A strong client-agency relationship is built on trust, transparency, and

effective communication.
Key Skills:

• Relationship Management – Understanding client needs and expectations.

• Transparency & Honesty – Setting realistic expectations and being
upfront.
• Problem-Solving – Addressing client concerns efficiently.
• Adaptability & Flexibility – Adjusting to client feedback and market
changes.
• Effective Storytelling – Presenting ideas in a compelling and persuasive
manner.

Why It Matters:

• Builds long-term client partnerships.

• Enhances brand reputation and credibility.
• Increases client satisfaction and business growth.

Case Study 1: Leadership & Emotional Intelligence at

Microsoft

Scenario:
When Satya Nadella became CEO of Microsoft in 2014, the company was
struggling with internal silos, low morale, and declining innovation. He focused
on fostering a culture of empathy and collaboration.

Key Interpersonal Skills Used:

• Emotional Intelligence: Nadella encouraged a "growth mindset" where

employees felt valued and motivated.
• Active Listening: He sought feedback from employees at all levels and
acted on it.
• Clear Communication: He aligned employees with a shared vision of cloud
computing and AI.

Outcome:
• Microsoft’s stock value tripled.
• The company’s internal culture shifted to one of collaboration and
innovation.
• Employee satisfaction increased significantly.

Lesson:
A leader's interpersonal skills can transform an organization’s culture and
performance.

Case Study 2: Team Dynamics & Collaboration at

Pixar

Scenario:
Pixar Animation Studios fosters a culture of open communication through its
"Braintrust" meetings, where directors and creative teams critique each
other’s work without fear of judgment.

Key Interpersonal Skills Used:

• Collaboration: Everyone’s opinion is valued, regardless of their rank.

• Constructive Feedback: Teams openly discuss flaws in movies without
taking criticism personally.
• Respect & Inclusivity: Diverse viewpoints help refine creative ideas.

Outcome:

• Movies like Toy Story, Finding Nemo, and Inside Out became industry
benchmarks.
• Pixar maintains a 90%+ success rate with its films.
• Employees feel more invested in the creative process.

Lesson:
Encouraging open dialogue and feedback in teams leads to innovation and
excellence.
Case Study 3: Business Communication & Crisis
Management at Johnson & Johnson

Scenario:
In 1982, Johnson & Johnson faced a crisis when Tylenol bottles were
tampered with, leading to deaths. Instead of downplaying the situation, the
company prioritized transparency.

Key Interpersonal Skills Used:

• Clarity & Transparency: The company communicated openly about the

crisis.
• Empathy & Responsibility: CEO James Burke took full accountability and
addressed public concerns.
• Crisis Communication: J&J worked with media and authorities to
update the public.

Outcome:

• They recalled 31 million bottles, despite the financial loss.

• Introduced tamper-proof packaging, setting an industry standard.
• Regained public trust and restored Tylenol’s market share.

Lesson:
Clear, honest communication in a crisis can save a company’s reputation.

Case Study 4: Client-Agency Relationship & Trust at

Coca-Cola & Wieden+Kennedy

Scenario:
Coca-Cola’s relationship with advertising agency Wieden+Kennedy has resulted
in some of the most iconic campaigns (Open Happiness, Share a Coke). Their
collaboration is built on mutual trust and creativity.

Key Interpersonal Skills Used:

• Trust & Transparency: Open discussions about brand vision and

expectations.
• Adaptability: The agency adjusts strategies based on changing market
trends.
• Effective Storytelling: Campaigns focus on emotional and cultural
connections.

Outcome:

• Coca-Cola's branding remains globally strong.

• The partnership has lasted decades, showing sustained mutual respect.
• Their ads consistently resonate with audiences.

Lesson:
Strong client-agency relationships, built on communication and adaptability,
lead to long-term success.

Case Study 5: Leadership & Conflict Resolution at

Apple

Scenario:
In the mid-1990s, Apple was struggling, and internal conflicts between
executives led to poor decision-making. In 1997, Steve Jobs returned as CEO
and had to resolve conflicts and rebuild team trust.

Key Interpersonal Skills Used:

• Conflict Resolution: Jobs removed bureaucracy and focused on

collaboration.
• Clear Communication: He simplified Apple’s product line and aligned
teams with a shared vision.
• Inspiration & Motivation: He encouraged teams to innovate, leading to
the iMac, iPod, and iPhone.

Outcome:

• Apple became one of the most valuable companies globally.

• The company’s culture shifted toward innovation and efficiency.
• Employee engagement and collaboration improved significantly.

Lesson:
Strong leadership and conflict resolution can transform a struggling company
into an industry leader.

Case Study 6: Teamwork & Adaptability at NASA’s

Apollo 13 Mission

Scenario:
During the Apollo 13 space mission in 1970, an oxygen tank exploded, putting
the crew’s lives at risk. NASA engineers and astronauts had to collaborate
under extreme pressure to bring the crew home safely.

Key Interpersonal Skills Used:

• Team Collaboration: Engineers and astronauts worked together to solve

the crisis.
• Problem-Solving: They improvised a carbon dioxide filter using available
materials.
• Clear Communication: Mission Control guided the astronauts step by
step.

Outcome:

• The crew returned safely despite overwhelming odds.

• NASA’s teamwork and problem-solving became legendary.
• The incident became a case study in crisis management and
collaboration.

Lesson:
Effective teamwork and communication can save lives in high-stakes situations.

Case Study 7: Business Communication & Brand

Recovery at Domino’s Pizza

Scenario:
In 2009, Domino’s faced severe backlash after a viral video showed employees
mishandling food. Instead of ignoring the issue, Domino’s embraced
transparency and communication.

Key Interpersonal Skills Used:

• Crisis Communication: The CEO issued a public apology and outlined

corrective actions.
• Active Listening: Domino’s used customer feedback to improve its
recipes and service.
• Trust Building: The company launched the "Pizza Turnaround" campaign,
showing its commitment to change.

Outcome:

• Sales increased by 14% in one quarter.

• Domino’s rebranded successfully, focusing on quality and transparency.
• The company regained customer trust and expanded globally.

Lesson:
Honest communication and responsiveness to feedback can turn a crisis into an
opportunity.
Case Study 8: Client-Agency Relationship &
Innovation at Nike & Wieden+Kennedy

Scenario:
Nike and advertising agency Wieden+Kennedy have partnered since 1982,
creating legendary campaigns like "Just Do It." Their long-term relationship is
built on trust, creativity, and risk-taking.

Key Interpersonal Skills Used:

• Trust & Collaboration: Nike gives Wieden+Kennedy creative freedom.

• Adaptability: The agency continuously evolves campaigns based on trends.
• Effective Storytelling: Their ads focus on emotions, personal stories, and
motivation.

Outcome:

• Nike remains a global leader in sports branding.

• Ads like Colin Kaepernick’s "Believe in Something" created cultural
impact.
• The Nike-Wieden+Kennedy relationship has lasted over 40 years, proving
the value of strong partnerships.

Lesson:
Long-term client-agency relationships thrive on trust, innovation, and shared
vision.

Leadership & Conflict Resolution (Apple & Microsoft)

1. Steve Jobs’ leadership at Apple involved both inspiration and tough

decision-making. Do you think a leader should always be empathetic, or
is strict decision-making necessary at times?
2. Satya Nadella transformed Microsoft’s culture using emotional
intelligence. How can emotional intelligence help leaders manage diverse
teams effectively?
3. In a workplace conflict, is it better to address issues immediately or let
them settle over time? Why?
4. How does a leader’s communication style affect employee morale and
innovation?
5. Should a leader focus more on building relationships with employees or
delivering results? Can both be balanced?

Teamwork & Collaboration (NASA’s Apollo 13 & Pixar’s Braintrust)

6. The Apollo 13 mission showed how teamwork can solve high-pressure

problems. What qualities make a team effective in crisis situations?
7. Pixar’s Braintrust encourages open and honest feedback. How can
organizations create a culture where constructive criticism is welcomed?
8. How important is adaptability in teamwork, especially when things don’t
go as planned?
9. In some teams, conflict can spark innovation, while in others, it can be
destructive. How can teams manage disagreements productively?
10. Do you think diverse teams (different backgrounds, skills, personalities)
perform better than homogeneous teams? Why or why not?

Business Communication & Crisis Management (Johnson & Johnson &

Domino’s Pizza)

11. Johnson & Johnson took full responsibility during the Tylenol crisis,
while some companies try to minimize damage. Which approach do you
think works best in crisis communication?
12. Domino’s used customer feedback to improve its products. How can
businesses actively listen to their customers to stay competitive?
13. Transparency is critical in business communication. When do you think
too much transparency could be a disadvantage?
14. If a company makes a mistake, should it apologize publicly, or handle
the situation privately? Why?
15. How does effective storytelling in crisis management (like J&J’s Tylenol
case) help in regaining public trust?

Client-Agency Relationships & Brand Innovation (Nike & Coca-Cola)

16. Nike gives Wieden+Kennedy creative freedom. Do you think brands

should control their agency’s work more closely, or allow them flexibility?
17. Coca-Cola’s long-term agency relationship is built on trust. What are
the key factors that make a client-agency relationship last?
18. How can an agency balance creative freedom with meeting a client’s
specific expectations?
19. How do trust and transparency between brands and agencies influence
the success of a marketing campaign?
20. In advertising, risk-taking (like Nike’s Colin Kaepernick ad) can be
controversial. Should brands focus on playing it safe or making bold
statements? Why?
Tattvas in Samkhya

Introduction
Samkhya (sometimes Sankhya, often translated as “enumeration” or “perfect
declaration”) is one of the schools of classical Indian Philosophy – and possibly, one of
the earliest. It is thought to have developed from dualist teachings in the Upanishads. It
has been a strong influence in the development of Yoga and it is possible that it was
studied by the Buddha. Patanjali’s Yoga Sutras also shows traces of Samkhya influences.
The most well-known Samkhya text is the Samkhya-karika of Isvarakrisna. Samkhya is
characterised by a reliance on traditional doctrine and a form of rational enquiry into the
nature of reality and human existence. Samkhya is often presented as nontheistic, as
opposed to Yoga, which is theistic.

Purusha and Prakriti

The Samkhya doctrine is basically dualist, regarding the universe as consisting of two
eternal and distinct realities – Purusha (Consciousness) and Prakriti (material
existence). Purusha is sometimes referred to as the “Transcendental Self” or Eternal
Witness. It is absolute, independent, and – above all experience – unknowable.
Prakriti – “The Seen” – is matter – unconscious and transient; composed of the three
gunas – that which multiplies.
Everything in the world – all physical events, all experiences – comes from Prakriti. This
includes self-consciousness, intellectual activity and emotions. Everything in the universe
(with the exception of Purusha) is composed of varying degrees of the three “primary
strands” – the Gunas: sattva, rajas and tamas. Sattva is illuminating, Rajas is activating,
and Tamas imposes limitations and restrictions. These three qualities are continually
transforming, and are inseperable from each other.

Purusha (as “Pure Consciousness”) cannot create anything of its own accord. It is only
when Purusha ‘witnesses’ Prakriti that the world comes into being and things are
presented to consciousness. The union (samyoga) of these two principles is mutually
beneficial: Purusha is given something to “see” and Prakriti gains the illumination of
consciousness.

The Tattvas
In the Samkhya doctrine there are 25 Tattvas:
1. Purusha (Transcendental Self)
2. The uncreated (unmanifest) Prakriti (primordial nature)
3. Mahat/Buddhi (intellect)
4. Ahamkara (ego, consciousness of self)
5. Manas (mind)
6-10. The five sense-organs
11-15. The five motor-organs
16-20. The five subtle elements
21-25. The five gross elements
Tattvas 3-25 evolve from primordial nature. All of the Tattvas account for the totality of
the unverse as a whole, and each individual human being.
The Antahkarana & the Powers
Buddhi
Buddhi is the principle of reflective discrimination. It is through the activity of Buddhi
that all things are known, classified or understood. One might say that it is Buddhi’s
“task” to distinguish between Purusha and Prakriti.

The Bhavas
In Samkhya, the Buddhi is divided into bhavas – states of being which are illustrative of
particular modes of action. The bhavas are sattvic or tamasic: thus Virtue (dharma),
Knowledge (jnana) Nonattachment (viraga) and Power (aishvarya) are sattvic bhavas,
and Nonvirtue (adharma), Ignorance (ajnana), Attachment (raga) and Weakness
(anaishvarya) are tamasic bhavas. These states pervade one’s sense of selfhood, and
shape the individual’s perception of the world, and the kinds of actions that one pursues
as a result. For example, a predominance of the raga bhava would result in the constant
pursuit of personal desires, whilst a predominance of viraga bhava would result in non
attachment and contentment. Of the Sattvic bhavas, it is Discriminative Knowledge
(jnana) which is considered to be that which leads to liberation. Whilst notions of
bondage and liberation are concepts of the intellect, the jnana of nonattachment to the
body, the sense-experiences, or the mind, the individual becomes gradually aware of the
knowledge of the True Self (i.e. the Purusha) and is freed from confusion and false
identifications.

Ahamkara
Ahamkara (“I-maker) is the sense of subjective selfhood – that which interprets the
activities of the three gunas in a way that understands the “I” as the agent or origin of
an experience, i.e. “this is my experience.” From the Ahamkara springs the desire to
experience the five sense-objects. From the establishment of Ahamkara, its further
evolution of takes two forms – the production of Manas and the Tanmatras. Out of
Manas is formed the five Buddhindriyas; the sense-powers of hearing, touching, seeing,
tasting, smelling, and the five Karmendriyas; the action-powers of speaking, grasping,
walking, excreting and generating. It is with these ten powers that Manas is able to
gratify the desires which arise out of the Ahamkara. Also from the Ahamkara arise the
five Tanmatras or qualities of subtle matter: sound, touch, form, taste and smell, which
are in turn, the essences of the five Bhutas (gross) or visible elements: Space, Air, Fire,
Water, Earth.
Buddhi, Ahamkara and Manas are collectively referred to as the “inner organ” – the
Antahkarana. Predominately Sattvic, they determine how the world will be seen.

The groups of five-powers, tanmatras and Bhutas are related to each other as follows:
S
Action-Power

Hearing Speaking Sound Spac

e

Touching Grasping Touch Air

Seeing Walking Form Fire

Tasting Excreting Taste Wate

r
Smelling Generation Smell Eart
h

Liberation
Suffering (caused by ignorance – the ground state of the human condition) is associated
with a failure to discriminate between Purusha and Prakriti. The bound self identifies
itself with the body and its constituents, such as Manas and Ahamkara. Liberation
occurrs when one realises that one is distinct from, and not restricted to physical matter.
It is the curiousity of the Purusha for experience that leads to the identification with the
limitations of Prakriti and thus causes bondage. The Purusa is sometimes likened to an
observer who, enchanted by a beautiful dancer, cannot take his eyes off the performer.
The Samkhyan approach to Liberation involves examining how perception operates, in
order to reverse the world-generating process and allow Pure Consciousness to be
released from its bonds.

Some thoughts
I have, heretofore, tended to pass over the tattva “system” due to the way I’ve often
seen it presented – as rather dry, abstract categories of “spiritual” hierarchy. However, it
seems immediately clear from looking at the Samkhyan presentation of the tattvas that
this is a human-oriented schema – one in which the world is not understood as
something seperate to human existence. The Samkyhan Tattvas schema is not so much a
sequence of “cosmic creation” as is often presented, but rather, an account of the
formation of conscious experience.

The Kid in the Sweetshop

An analogy I’ve come up with to illustrate the Tattva process is the Kid in the Sweetshop.
A kid goes into a sweetshop for the first time – this is the conjunction of Purusha with
Prakriti. Before him is arrayed a dazzling splendour – one of those WOW! moments. The
dazzling splendour of the sweetshop is made up of things. “There’s that! And that! And
oh, look, that!” This is the activity of Buddhi – the discriminating facility. The kid
“realises” that all those things are different – and seperate to him (i.e. not self). It’s at
this point that the Ahamkara comes into play as the kid thinks “I want that! And I want
that! And that!” Simultaneously, the mind – Manas – draws the kid’s attention to the
(perceived) external world through the capacity to make sensory distinctions (smells,
sights, tastes, etc.) and the capacities for action (speech, grasping, etc.)

It’s through the interaction of the sense-capacity and the objective sense that gives rise
to knowledge of that sense. When an object excites the senses, Manas arranges the
sense-impressions, the Ahamkara makes it self-referential, and the Buddhi forms the
concept. The Antahkarana makes claim to the objects of the world, identifying with the
desired objects and rejecting the undesirable ones, so leading to the pursuit of that
which is desired and the avoidance of that which is rejected – thus leading to pleasure
and pain.

This is a natural process, but, according to Samkhya, its because of the predominance of
tamas (intertia) and rajas (activity) and the intense attachment to the objects of the
world, that the Antahkarana loses its capacity for “right discrimination”. The answer,
therefore, is to examine one’s thought-processes in order to develop the proper attitudes
towards the objects of the senses – in order to extricate oneself from the constant
agitations of the mental complex (desire, anger, disappointment, attachment, etc.).
In Samkhya, consciousness becomes authentic when claims of “I, mine or me” no longer
intrude. An example of this might be that of a piano player who, asked to focus on how
his fingers dance over the keyboard, loses the ability to play fluently. For the player’s
hands to work, the mind has to be stilled.

Now, because of being overcome,

he goes to confusedness,
he sees not the blessed Lord,
the causer of action,
who stands within oneself.
Borne along and defiled by the stream of gunas,
unsteady, wavering, bewildered, full of desire,
distracted, this one goes to the state of
self-conceit In thinking ‘This is I’ and ‘That is
mine,’ he binds himself with his self,
as a bird does with a snare.
Maitreya Upanishad
Module 2: Self-Awareness and Emotional Intelligence

1. Understanding Self-Awareness and Self-Regulation

Self-awareness is the ability to recognize and understand your own emotions, thoughts, and

behaviors. It is the foundation for personal growth, decision-making, and improved relationships.

Self-regulation refers to managing and controlling one's emotions and behaviors, particularly in

challenging situations. Together, these skills are essential for personal development and emotional

balance.

Activity: Johari Window Exercise

Instructions: The Johari Window helps individuals explore their self-awareness by examining four

areas:

1. Open Area: Known to self and others.

2. Blind Area: Known to others, but not to self.

3. Hidden Area: Known to self, but not to others.

4. Unknown Area: Unknown to both self and others.

In this exercise, fill out the window and ask for feedback from peers to increase your self-awareness.

2. Emotional Intelligence: Importance and Applications

Emotional Intelligence (EI) involves understanding and managing emotions, both your own and

others'. It consists of five key components:

1. Self-awareness: Recognizing and understanding your emotions.

2. Self-regulation: Managing your emotions and reactions.

3. Motivation: Using emotions to drive behavior and goals.

4. Empathy: Understanding and sharing the feelings of others.

5. Social Skills: Managing relationships and communicating effectively.

Applications of EI:

- In the workplace: Enhances teamwork, leadership, and conflict resolution.

- In personal life: Improves relationships, communication, and emotional support.

Activity: Emotional Intelligence Role-Play

Instructions: In pairs, role-play scenarios where EI is crucial:

- Handling criticism in a team meeting.

- Resolving a disagreement with a friend.

- Motivating a team member feeling discouraged.

Practice empathy and social skills while role-playing.

3. Managing Emotions and Developing Resilience

Managing emotions is key to maintaining emotional balance. Techniques to manage emotions

include:

1. Mindfulness: Practicing awareness of the present moment.

2. Relaxation techniques: Breathing exercises or visualization.

3. Journaling: Reflecting on emotions to gain perspective.

4. Gratitude: Focusing on the positive aspects of life.

Resilience involves the ability to bounce back from adversity. To build resilience, focus on:
- Accepting change and challenges.

- Building on personal strengths.

- Developing a strong support network.

Activity: Resilience-Building Workshop

Instructions: Think of a challenging situation you've faced. Answer the following questions:

1. What emotions did you feel during the situation?

2. How did you manage your emotions?

3. How could you respond differently now, using resilience-building techniques?

Reflect on how you can develop your resilience in the future.

4. Assessment and Assignments

Reflective Journal Assignment:

Prompt: Write about a recent situation where you experienced a strong emotion (positive or

negative). Analyze:

- How self-aware were you in the moment?

- Did you regulate your emotions effectively?

- What did you learn about your emotional intelligence?

Case Study Analysis:

Scenario: A team leader is frustrated after a team misses a deadline. Propose steps the leader can

take using self-awareness and emotional intelligence to manage the situation.