The word Heyókȟa refers to the Lakota tradition of the Holy Trickster or the Sacred Clown; a jester, satirist, a contrarian.

Heyókȟa functions both as a mirror and a teacher, using extreme behaviors to mirror others thereby forcing them to examine their own doubts, fears, hatreds, and weakness. They provoke laughter in distressing situations of despair and provoke fear and chaos when people feel complacent and overly secure, to keep them from taking themselves too seriously or believing they are more powerful than they are.

"Jagatjoti is one of the smartest guys I know in the food business. Always curious, always thinking and looking where the future can be designed to go in a positive direction. You'll be lucky and amazed if you have the pleasure of working with Jagatjoti." Greg Steltenpohl
Founder: Odwalla, Adina, Interra, Califia Farms

"Jagatjoti is bar none one of THE most creative and strategic thinkers out there..." Julie Smith, Recess Ventures,

"Jagatjoti is very passionate, creative, caring, and talented. He is an inspiration to work with, a great communicator, and does an exceptional job of always keeping the “big picture” in mind..." Joe Flannery
CMO Mountain Hardware,

"..His talents are many, but the ability to translate those talents into effective, positive change for businesses as well as individuals make him a valuable resource in such a complex, ever-changing world." Cole Daily
Vice President, Frontier Natural Products Coop

"...But the really great thing about working with him is how delightfully and energetically direct, open, funny, creative, zany, friendly, unpretentious, efficient, productive and insightful he is. He is utterly unique--a true pleasure to partner with. I recommend you find a reason--any reason-- to work with him" Andy Tuck
CEO Applied Research and Consulting