Positioning, Marketing & Founder Identity for Entrepreneurs Building What's Next | Clear Signal
We talk positioning, orientation and alternative forms of decision intelligence–including but not limited to Human Design–to help entrepreneurs and founders navigate the next era of business. Positioning here means 2 things: where you stand in the market and where you stand in your own trajectory. Because how you're positioned determines what you can see, and what you can see determines every move you make.
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All conversation flows through one lens: helping you distinguish signal from noise so you can make smarter moves that are right fit for you. It's about building and leading from your unique edge-not despite it. We toss industry dogma and manufactured authority to share practical truths, entrepreneurial stories and unique perspectives you won't hear anywhere else.
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I'm Sunita. Business consultant and non-traditional positioning strategist. 25yrs of category innovation, global brands and life in the business thunderdome. Cornell optimization engineer, Ross MBA, MSc, 2x founder. I fuse my Founder Design™ system, intuitive gifts and a focus on practical application into everything I do.
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This space is a bridge between brass tacks business and non-formulaic insight designed to orient pioneers building the next era. Expect content about navigating without a map, business fundamentals and the realities of doing things differently. Everything about this podcast is about where we're going—not where we've been. Mostly solo with select hand-picked guests.
Positioning, Marketing & Founder Identity for Entrepreneurs Building What's Next | Clear Signal
A Master Class in Human Design Emotional Authority: The 5 Things You Need to Know [E6]
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Show Notes:
Special Announcement: The Awakening Primal Energy masterclass ($44) - This is evergreen but occured on 12/7/24. Recording will be sent to email used to purchase. ⬇️
Class Link: https://truth-authority-b9b.notion.site/Awakening-Primal-Energy-13768c55ccfb807ca1b2f6dd220c0525
If you’re a Generator or Manifesting Generator (or frankly anyone with the this center defined) this episode is your free masterclass.
I break down what it really means to navigate business decisions using your clarity center (aka solar plexus), and how ignoring this center can cost you energy, confidence, and money.
Learn the 5 most important principles of emotional authority that most people skip over—plus why fast decisions, high-pressure sales tactics are not only not for you - they are DESIGNED to f*ck you over.
Episodes Mentioned in This Episode
1) Intro Episode to Find Your Chart
2) How Entrepreneurs Can Alchemize Costly Mistakes Into Golden Opportunities
🔑 What You’ll Learn:
- The emotional wave: why it matters and how to work with it
- Why pressure to act fast in business often leads to regret
- How to spot manipulation in sales and say “not now” with power
đź§ Keywords for SEO:
- Emotional authority in Human Design
- Sacral authority vs emotional authority
- Human Design business decisions
- Emotional wave Human Design
- Clarity center Human Design
Email for client inquiry or collaborations (No guest pitches). iamsunitakumar@proton.com
[00:00:00] welcome back to the podcast. Today's episode piggybacks on the first episode where I gave you instructions to find out if you are a sacral being. Sacral beings are 70 percent of the population, so it's likely it's you just by math. And just energetically, if you're attracted to me, it's also likely because I'm a sacral being and the big way that I use Human Design is, , really through life force optimization. A lot of people use type as like an identity. I'm a generator. It means this. I'm a manifesto. It means this. No, it doesn't. , and no type and no label is going to represent 70 percent of the population. but we do have a way that we respond to the world and we do have a way that we move.
That's what I mean by sacral design. being. We're quite easy when you break it down to mechanics and that's why it makes it easy to uniform some of the other messages and that is that they're only one way to respond. [00:01:00] That's our strategy and we have two types of authority, one's sacral authority and one's emotional authority.
In a nutshell, sacral authority is you respond and you act and emotional authority is you wait. Emotional authority is not unique to us. You can be a manifester with emotional authority. You can be a projector with emotional authority. You can be a sacral being with emotional authority. Right there, I've given you 99 percent of the population.
The only people who cannot be emotional is reflector because they have no centers to find. So you're in good company no matter what type you are. If you have emotional authority, you make decisions with that center. And there are five things you to take away about using emotional authority in business. Number one, it's the highest priority center. And what do I mean by that?
I mean that no matter what else is filled in your body graph. , if you have that center filled in, that's the highest priority. It trumps [00:02:00] all the other centers in your chart. It's the highest priority and it's most important.
Why is that? Because if you think about what the centers are, the centers are where we are conditioned, where we take an influence. If they're undefined, we take an influence from outside conditioning, peers in the business world, it's going to be a coach, a family, society, peers, The Emotion Center is actually going to determine whether or not, not only do you give a shit about what you're working on now, are you going to care about this tomorrow?
What about in three days? What about in three months? When you're building something as a sacral being, that's really important.
So at the end of the day, Human Design is, and I said this in episode one, is about making decisions. You're making decisions with your body and not with your mind. When you are making decisions based on your emotion [00:03:00] center and you have it defined and filled in, you are making decisions coming from you.
Your emotions change. A decision that is right today might not be right tomorrow. That may sound complicated, but in a nutshell, it's the highest priority and that's all you need to know. Number two is that there is no truth in the now. If the rest of emotional authority is over your head and you have that defined, just take that away for right now.
A lot of Human Design is a lived experience. Theory is one thing. but it's, you got to take this away and use it and see how you feel with this. If you're new to sacral response, if you're new to emotional authority, I would actually ignore a lot of the dogma.
that everything is strategy and authority. Everything is strategy and authority. We're not going to talk about the rest of Human Design until you get strategy and authority because you're using the mind. Frankly, it's touted by a lot of people who are coaches and early adopters to Human Design and guess who they are?
Projectors. Do they have sacral [00:04:00] response? They don't. It's like a man telling you what it's like to have cramps. You can't. So every sacral response is different. And I actually think that compared to the other types, our body response is the most conditioned in modern society, modern times and further along in life you are.
The more that is going to be true. You probably live in your head. And you have lost touch with your body. Another hypothesis I have on this is that, , women, what do you, what is the sacral? , it's Greek, it's procreation, it's creation at all levels.
So if we have this aura we're sending out it can be. Maybe, at some level, a hidden fear about being unsafe or sending out the wrong signal. There's an hypothesis I have on that, that it's been by design that that's been conditioned out of us because that's why we operate as robots and people who have a turned on sacral doing what they want, that's going to look like a very [00:05:00] different universe. , just don't make decisions right away. and take some time to think about it. Don't commit to things in a spontaneous way because there's an outlay of energy there. You want to pause for a beat. You want to wait for clarity. I don't like that it's called the emotion center because emotions mean mind. How are you feeling that day in your mind? The solar plexus, solar plexus is traditional chakra that's in the seat of the body, the heart of the body. , Leo and confidence and will, and that is not what the center is about. We moved from a seven, eight, chakra center system to a nine centered being. And this is one of the new kind of centers. Two of the centers split. That's the bottom line for that. It's confusing. I call it the clarity center. , I live in New England and, , I don't know why people did this, but they came over here, they risked life and limb [00:06:00] and they named all the towns, all of the counties, all of the streets, the same name as where they came from. I don't know why people do that, but there it is. Let's call it the Clarity Center for clarity purposes. The reason you want to work for clarity is because if you have an emotional center, you're going to recognize that your emotions change. You might think one way one day, another thing, another day as a business owner, I'm sure there are days you literally want to throw the whole thing out the window.
You got to wait for neutral. Right? , you got to wait for that kind of be balanced out a little bit so that the it's not a wave. Number three, that it's not rational. , and I just want to throw that out there because a lot of, , advice that's given out there is rules.
Sleep on it and decide the next day. Random rules. I think it's for Instagram memes people love to click on that Instagram shit. Everything's, boiled down to a slide and it people that use Human Design is give me the rules for life.
Tell me what to do, right? There is no rules. This is, try this on for yourself, [00:07:00] but it's an accurate and there's a difference between it. Okay. Universalizing a concept, which is what I try to do as a five line, takes, share something that everyone can take away and generalizing something.
Generalizing it waters it down to the point of inaccuracy. The timeline for you to make a decision is going to be completely irrational. You might need a day to decide you're selling all of your belongings and moving to Hawaii. You might need three months to decide you want to trade in your car for a new car. it took me years to get clear on what I wanted to do with my stuff and I'm still figuring it out. And there are reasons for that in my personal astrological chart, ways I'm literally reconstructing a new me. I have an emotional wave. I'm an emotional authority. I'm an emotional wave in a larger metamorphosis container.
But the bottom line is it's not rational and people are not going to get it and you cannot let anybody rush you is what you need to know Human Design in theory is one thing, but applying it to the real world is another thing.
Let's just talk about this for a second. Why is this important? [00:08:00] Why am I emphasizing this so much? Let's think about this. If you're a sacral being with emotional authority, what you're doing is protecting your sacral energy. You're saying before I want to decide to commit to this thing, I'm going to make sure it's the right decision for me over time because I know that I have highs and lows.
I know that in the world we live in we want everyone to be happy and people medicate and positive psychology, , but the reality is that 50 percent of us have an emotional wave and it's natural to have highs and lows. There's light. There's dark. I don't, I'm not talking about bipolar or deep depression.
I'm talking about the natural ebb and flow that anyone with an emotional wave is going to have. It comes in a wave and depending on the gates and channels that you have activated and other centers, that will determine the nature of your wave. That could be its own separate piece of content, but it's going to come and go like a wave think like an ocean, right?
You want to wait till there's calm seas. You're going to wait till there's neutral and you can gauge okay, I can make a decision from [00:09:00] here. That's what you want to do. As a sacral being, you're protecting your life force energy I gave a story in one of the episodes, Golden Nugget Entrepreneurial Mistakes.
I'll link that below. I gave that story about the trip I took, the backstory about that, the coaching program I bought, the money I lost, so much. It was also confidence lost in myself as well as just the opportunity cost I lost, from all the money I could have spent on something else. That was before I understood emotional authority. That was way early in my experiment. I waited a long time to redeem that bonus. And I talk about that story. The bonus was good for a very long time. Then the program was fairly long, almost a year. When I purchased that, to the time I actually had to redeem the bonus, very, very big window. So I was paying for decisions, physically paying as well, for decisions I made a long time ago. And that's where we get off course. You set yourself up and sign yourself up for things that are like, oh shit, [00:10:00] now what? I firmly believe that everybody who's got emotional authority is going to have A story in their life where they could share.
We should start a support group. We could share, Oh my God, never again. Right? If you have three lines, I'm a majority of three lines, more so three line is trial and error. Let's learn the hard way. You're going to have a story like that, particularly if you've part further along in your journey, right?
Your life journey, you learned Human Design. Not at 20 where you can save yourself a lot of trouble, my story is that it's not cheap. I'll be fine, but I'll never do that again. And the reality is when you push against your sacral, you actually burn out the battery. And the after effects are a lot more than just the commitment of time spent.
Like for this instance, you might travel for three days and then sleep for four days afterwards because you pushed it to do something that it didn't want to do. You literally are driving the car without gas in it, and now you have to regenerate it back. You've thrown yourself off [00:11:00] course, and as generators, we don't turn around quickly.
We're like these ocean liners, I mentioned I'm in New England, so let me give you another analogy, that the commuter line in New England, it stops before it gets into the city, before you turn into the subway. It stops and it pauses and it goes back in the other direction. That's what we are.
Pure generator is more than this. When we get off course, it's a whole thing. We got to get back on track and it's a lot of time and money lost. Opportunity cost time lost. And this is really going to depend on, , MGs are less than this than Gs. There are going to be placements in your chart that are going to make you more prone to, , finishing what you start in a not self way and holding on to the past. Certain gates and placements. But as a general universalizable concept, we're going to pivot less quickly and commit to things. We got to be careful what we commit to for that reason, emotional authority is there to protect us.
I have an old iPhone. I need to replace it. It's very old. It's a 10X, 10 something like [00:12:00] that. I don't know the battery. I can't rely on it. . I gotta have a charger with me a lot, especially when it gets down to 50 percent because then it goes from 50 percent to 25 percent and then gone.
I can't rely on it. that's what I think of as the sacral. It's not this 24 hour go go go beings. I know that a lot of non sacral. Business coaches have used that in as marketing and their stuff, you know, don't listen to sacral business coaches. Listen to me because I know how your body operates as if we wake up in the morning and say, you know what I want to do today, I'm going to make a reel, no, we don't, we don't like any of this shit either, but we do have sustained energy for what we want to do.
When we're energized, we can go a lot, but when we push ourselves, that last bit is going to get drained and is going to stay gone. And then we've got I don't want to get out of bed. I can speak for myself. I don't want to get out of bed. I'm depressed. Something's wrong with me. I have no energy. We turn to processed food.
We turn to dopamine hits like social [00:13:00] media, caffeine. Negative self talk and then we avoid the things that we don't have energy for and then we literally have overwhelm, right? Welcome to the story of a lot of sacral entrepreneurs before they started paying attention to this stuff like, Oh my God, I did this. It could even be non business.
I got married. I bought this car. I decided to X, Y, Z, and it was a disaster. It's a protection mechanism that's built in. It's ensuring we're making decisions from a defined center. We're making decisions from our body because as sacral beings, people are going to want access to our energy.
We are the powerhouses of the earth and we need to make sure that we are making decisions about our actions in a way that's going to serve us. Remember, a drained sacral being is also not powering anybody else. You get to decide. what that means for you. What's a big outlay of energy?, that is so subjective in the business world.
I'm going to say it's, signing up for, I don't know, I'm going to do a YouTube channel. I'm going to do a podcast. I'm signing up with this coach. I'm going [00:14:00] to run this program. I'm going to do this. class. It doesn't have to be a big thing, but I don't think of it as like going to a restaurant, a coffee chat, , going to a networking event or being a guest on somebody's podcast because what is emotional wave?
It's that it's going to change over time. How long are you going to have to live with that decision? That's the window you need to be thinking of. An hour, a couple hours, you you're gonna be fine. So I don't want Human Design to become this thing where you're second guessing everything because that's another form of conditioning.
You just, want to be making big decisions, whatever you decide is a big decision, from an emotional high or an emotional low. And, again, this is not the mind, it's a horrible name it's a feeling you get in your body, I would call it neutral. You're never 100 percent sure, unfortunately you're 80 percent sure you're not wrestling with the decision anymore, you're neutral on it.
And if you're wrestling with it, it's probably your mind. Either you made [00:15:00] the decision with your mind or your mind is making you crazy and you actually know what to do. I choose to use emotional authority only for big decisions, big implication decisions. I don't use it for day to day stuff, like whether or not I should do this podcast.
I just let my sacral will tell me, yes, I want to do this. I have energy. This. Number four, it's a frequency. Every center has its own frequency and every center is emitting a frequency and it's a wave you're emitting a wave dependent on the gates and channels. It's a frequency you're emitting.
And why is that important? Because you are sending that signal to the outside world. A lot of artists who've been labeled melancholy, writers, poets, , anybody who's gotten a wave, you've probably been labeled an Eeyore at some level, right? Because we love shiny, happy people. And if you don't have a defined emotion center, you're going to take on other people's emotions.
You might take on their guilt. You might do stuff out of wanting to please them and all that. It's in a frequency. So if you've got this defined, you're emitting that frequency out and you're affecting those around you positively or negatively. And that's [00:16:00] something to be aware of. Number five, doesn't wait for you, not for you.
This is tough in society, right? Because in the business world, we are sold on make a decision now. Remember that emotional authority is 50 percent of the population. And that's the way the coaching world is sold. If you go to a retreat, they sell you something at the end, scarcity, marketing, and all that. a lot of the stuff people do, , remote challenges now and virtual webinars and all that. We used to do that in hotels. It was a really a way to bathe people in conditioning I used to go to a lot of these it was really expensive cities You might share a room then you're in a room with these people for three days You paid for the event at the end. They upsell you to the coaching program blah blah blah And if you sign before you leave the event, well, then you get the bonus. You get this thing, right? And it's all based on creating this false sense of urgency. And the truth is if it's a high ticket program and you can afford it, you can also afford the additional 500.
Whatever bonuses they're going to give you. [00:17:00] It's not going to be worth the second guessing of yourself that's going to happen afterwards. It's not going to help the time and energy drain away from your business.
It's not going to help the money and that you lost. Then you're going to have the sunken cost mentality where you're going to do the modules and waste time on stuff that's not for you. We're humans. You get it. It's a mess. Frankly, you could use this whether or not you're into Human Design, whether or not you're an emotional authority to put a new set of glasses on as you enter the business world or any part of the world, any kind of negotiation.
What's really going on here? They're manipulating you to the fact that 50 percent of the population have an emotional wave. There can be highs at these events and emotional high that's where they,, they get you up jumping around and slapping each other hands and making friends. you're buying at that high. And if you don't complete that program, you don't do that program, it doesn't matter. They have their money and that's what they're taught. This is classic sales training. I've taken so much sales training, I've taken so much fricking online coaching shit. It's [00:18:00] unimaginable. You get a yes or no on the phone.
You don't even want a maybe. You want a yes or no. And it never sat with me because the whole thing was like, well, the person who says I have to think about it. is someone who is just being nice to you and doesn't actually want to say no. and they don't know what they want and they're confused. They're not someone who makes fast decisions, right? You get a lot of that in the bro marketing space, , successful people make fast decisions. Bullshit. And now there's a lot of people who've started to integrate Human Design into their coaching because that's the pipeline now, right? You used to do Human Design, then you're a Human Design coach.
Now you're sell coach Human Design to other coaches. That's the pipeline, but they still follow the traditional sales model of what I just said. So, you believe emotional authority is real, but then you don't actually practice this in the way you run that business. I hope this inauthentic shit is going out the window, but at the very least I'm calling it out.
You're full of shit. You're saying one thing and [00:19:00] you're doing another thing. It's really up to us, right? We have the power. Take back our power, lean into our own authority, and say, if you have this defined, I have to think about it.
I'm not sure. I'm going to wait on that. This could be for an apartment, this could be for contracting, a job, any opportunity. And I'm thinking big things here I'm not talking about going out to dinner or guesting on a podcast, getting new curtains. I think I mentioned in prior episodes, I used to be a marketing consultant.
Marketing, consulting, contracting, a lot of what I did when I lived in Silicon Valley. Very, very competitive. You got a lot of people with a lot of really prestigious backgrounds, worked at really prestigious companies, then taking a step back to raise children, and then become contractors and consultants.
A lot of supply, not a lot of demand, and at that time everyone was doing stuff on site. So we're all competing for the same spots in a geographic area. Recruiters will call you. I need your resume in an hour. , oh, [00:20:00] yeah, the client wants to jump on the phone with you tomorrow at 8am. Can you do that? Can you start Monday? I need the contract by tomorrow. It's like crazy. Just high pressure tactics, right? Because it's commission based. And I didn't know anything about Human Design back then. I didn't know anything about emotional authority. But I just don't do that. I just don't play that fucking game. And I was like, you know what? I'm not going to do this. So look, if it doesn't wait for you, it's not for you. And often it gets better. You know that apartment that you're not sure about? maybe the person who was going to sell it to you three days later decides, Oh, you know what? I just want to get this off the market.
I'm going down 200 in price. That's an easy example you can understand. It's not for you or it gets better. as you ride your wave think about that. You don't have to be unprofessional about this, right? You can say, I need to think about it, etc. There are ways to work with this in the real world. And if someone can't wait 24 hours, a [00:21:00] coach, , a job opportunity, an apartment, a landlord whatever your pressure point is here, whatever it is to create this false sense of urgency maybe that apartment's not for you, that job's not for you, that client's not for you, that coach isn't for you, that contract's not for you. This takes a lot of self trust. Because you have to look fear in the face and say, no, this takes a lot of trust in the universe. And that's why Human Design, in my opinion, is not just a body system. It's a spiritual system. Because it's the assumption that you're on your path and you're being guided on your path in the right way possible through your body signals. And they're working together. It's using your body as a navigational tool that is Human Design in a nutshell. And business has scarcity built in it. That's part of psychology. That's part of sales. That's part of marketing.
You heard one of my other episodes where I talked about Human Design and business mixing. Is it the not self? Yes, it is. And you're going to use aspects of it in there, but it's really the intent. All of business energetics is the intent. How are you using [00:22:00] it? You have to trust that the people who need to think about it when they finally think about it, maybe they're not spots available.
Maybe the price goes away. Maybe it wasn't for them. Maybe it's not all or nothing. Maybe it's just the way that you ensure that the right people are in your containers in your world as clients. And on the other side of you are protecting your life force energy and honoring your inner authority in the best way possible.
So there's a lot of people who say if you just followed your strategy and authority, you don't need any of the rest of Human Design. I guess, in theory, I don't agree with that having learned all the other nuances of the system. They say the rest will take care of itself, but if you're in business and you're marketing and selling yourself in any way in line with your design, you have a business that, , you're building a business model and an operating model in line with your design, then just following SNA is not enough.
That's going to be a lot of what we talk about, building your business around your design in a detailed, useful way. So you can apply this stuff. There's [00:23:00] no shortage of just consuming free information.
This is for people who want to use it. I'm gonna do a quick sum up just to ensure I landed this number 1, highest priority center.
If you have that defined, it trumps everything else and is your decision making center. Number 2, Number two, no truth in the now, there's a wave, you're going to ride that wave and you're going to get to neutral. Number three, it's not rational. The amount of time you're going to take for decisions is not going to make sense.
And it's not going to make sense to the outside world. I'm talking big decisions here, based on what you determine to be a big decision. That's going to be, , life, time, energy, money, clients you take on, business stuff. And it's inconsistent. One thing might take you a day and another thing might take you a year. You don't have to explain that to anybody else but you. Number four, that it's a frequency. It emits a frequency. The type of frequency is going to depend on the gates and channels that you've got. And other people are going to [00:24:00] feel that and you're going to affect those around you.
it's not really emotions. , we felt that bad vibe from people. That's not what I meant. The body centers are unconscious to you. Whether or not you're trying to do it, you could be like in an emotional wave about something. Other people are going to feel that. It's a vibration. You can't not emit it. It's a vibe. And number five, if it doesn't wait for you, it's not for you.
In this episode, we did a lot about Human Design mechanics, fundamental component of Human Design, which is ultimately frequency and mechanics when you take it away from business. This podcast is about business, but this is a foundational pillar, which is why it's one of the first episodes of the podcast.
Next episode, we go in a completely different direction. We talk about divine signs, we talk about synchronicities. We talk about animal totems, we talk about signs and synchronicities and things that cross our path, and that is the divine communicating with us. This is not Human Design. Human Design does not bring that in, [00:25:00] but I believe that all of it is part of it, especially when you're navigating the unscripted path, which most entrepreneurs are every day. And that was also one of the prior names of the podcast. Let's get into that episode now.