About Biju Jayaraaj
If you want a polished guru bio, this is not it.
This page is about Biju Jayaraaj, also known as BJay – an entrepreneur who has spent more than two decades building and running real businesses and who cares more about honest effort than about titles.
Most of what is on this site – TAME Your Goals, Think Third Perspective, books, talks – grew out of one blunt realisation: people obsess over results they cannot fully control and ignore the effort they can.
Who Is BJay And Why Listen To Him
BJay has worked as an entrepreneur and CEO for more than 25 years, across different markets and cultures. He has led event and exhibition businesses, managed international teams, and dealt with the usual mix of great years, painful years, and everything in between.
Along the way he saw the same pattern again and again:
- Once people hit a target, they coast.
- When targets look far away, they panic.
- Very few teams have a simple, effort based way of working that keeps them honest between those two extremes.
That frustration led to the TAME System or the TAME Your Goals framework – a practical way to build effort based goals alongside result based goals so founders can finally see what is happening in their business.
From Public Events in the UAE and the United States
Vice President of UAE
Mayor of Las Vegas
Commissioner of Clark County (Las Vegas)
Civic Recognition in Las Vegas
2019
2022
Coverage in Gulf News and Las Vegas Media
Philosophy – Effort Over Identity
If there is one line that explains BJay’s philosophy, it is this:
“I stand tall because I am a nobody.”
Identity, labels, and personal branding are background noise. What matters is the work done today, and whether the systems around that work are clear, simple, and honest.
This is why you will hear the same themes in everything connected to his name:
- You cannot control outcomes.
- You can control your effort.
- You can design systems that make it easier to keep that effort honest.
TAME Your Goals is how that philosophy shows up in business. Think Third Perspective is how it shows up in writing, videos, and parenting work.
What BJay Does Now
Today, most of BJay’s time is spent on three things:
Helping founders and teams install effort based goal setting systems so execution becomes predictable instead of chaotic.
Working with parents and families who want to build effort based systems at home instead of shouting and guilt.
Speaking and writing about third perspective thinking – looking at business, success, and parenting from angles that ignore ego and focus on what actually works.
If you want to see how this looks inside a company, start with the TAME Your Goals page.
If you want to hear the thinking unfiltered, start with Think Third Perspective.
Not A Guru, Not A Coach
BJay is not here to be a coach or a motivational brand. He is a founder who likes to talk plainly about what he has seen work in the real world.
You will not find promises of instant transformation or guaranteed outcomes. You will find practical structures for effort based goal setting, honest conversations about trade-offs, and a refusal to pretend that slogans can replace work.
If that sounds useful, there is value for you here. If not, you will know that quickly and can move on without wasting time.
Next Step If You Want To Work With BJay
If you are a founder who already has a business, a team, and goals that matter, the most direct way to work with BJay is through a TAME Your Goals implementation.
You can also invite him to speak to your leadership team or at your event, or simply follow the writing and videos until you are ready.