In the digital age, attention has become a highly coveted commodity. It’s a currency that fuels the information age, where platforms and advertisers vie for your focus. Amidst this clamor for attention, a profound truth emerges: the moment someone or something owns your attention, a subtle transformation occurs. In this blog, we’ll explore the concept that the only self-knowledge worth knowing is the knowledge of ‘I Am’—an awareness that transcends the distractions of the external world.

The Currency of Attention

1. The Attention Economy: In today’s world, attention is a valuable resource. It’s what drives advertising revenue, social media engagement, and the success of countless digital platforms. As individuals, we are constantly bombarded with stimuli vying for our attention.
2. Ownership of Attention: When we engage with content or technology, we often surrender a piece of our attention. This can be a conscious choice, such as when we watch a movie or read a book, or an unconscious one, like when we mindlessly scroll through social media.
3. Transformation of Consciousness: The moment someone or something owns your attention, your consciousness is subtly altered. Your thoughts, emotions, and focus align with the object of your attention, and you become absorbed in that experience.

To Know ‘I Am’

1. The Profound Truth: Amidst the clamor for our attention, there exists a truth that transcends it all—the knowledge of ‘I Am.’ This is not a mere statement of existence but a deep awareness of your being.
2. The Inner Observer: To know ‘I Am’ is to become the observer of your thoughts, emotions, and experiences. It’s recognizing that you are not these transient phenomena but the silent witness behind them.
3. Beyond Distraction: In a world filled with distractions and external demands for attention, knowing ‘I Am’ offers a sanctuary of inner stillness. It allows you to navigate the external world while remaining rooted in your true self.

‘I Am IS’ and the Unknowable

1. The Paradox of ‘I Am IS’: Some spiritual teachings proclaim ‘I Am IS,’ suggesting that the very essence of existence is encapsulated in these words. Yet, this essence remains unknowable and transcendent, beyond the grasp of conceptual understanding.
2. The Limitations of Language: Language can only point to the truth of ‘I Am.’ It cannot fully capture or define the ineffable nature of consciousness and existence.
3. The Quest for Self-Knowledge: While ‘I Am’ remains a fundamental truth, the search for self-knowledge is an ongoing journey. It involves continuous exploration and self-inquiry, as well as an acceptance of the mystery that lies beyond comprehension.

Additional Thoughts

In a world where attention is bought and sold, where distractions abound, and where external forces vie for control, the knowledge of ‘I Am’ offers a refuge of profound self-awareness. It is the understanding that, amidst the noise and chaos, you can anchor yourself in the unchanging truth of your existence.

While language and concepts can point to this truth, they can never fully capture its essence. ‘I Am’ remains a living experience, an ongoing journey of self-discovery, and an acknowledgement that the only self-knowledge worth knowing is the knowledge of ‘I Am.’ In this recognition, we find a sanctuary of inner stillness and an enduring connection to the mystery of existence that transcends the distractions of the external world.

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