Harinder Singh 'Pelia’s Who' the F?ck Are You, all set to be released by Penguin Random House India in partnership with The Sunflower Seeds

“An excellent book for young Indians learning to build and create opportunities”
- NIKHIL KAMATH, co-founder, Zerodha

“A bold, unfiltered journey into self-discovery, this book dares you to strip away labels and confront the raw truth of who you really are” - ANKUR WARIKOO

Who the F?ck Are You is the antidote to cringe “personal branding.” It shows you how to strip away the bullshit and uncover your Minimum Viable Self: the smallest, rawest, most magnetic version of you worth amplifying. With science-backed exercises, wickedly honest stories, and irreverent wit, it takes you from invisible nobody to un-ignorable force, without ever selling your soul or dancing in Reels.

Talking about the book, Harinder says, "I wrote Who the F?ck Are You because one day I realised I was basically invisible at work, beyond the 4-5 people I usually interacted with. Not in a cool, Harry Potter invisibility cloak way. In a depressing, career-limiting, “people forget to copy me on the email” way. Harinder has led marketing at Amazon, Ajio Luxe and Diesel, is also a LinkedIn Top Voice, TEDx speaker and founder of the 10Xer Club and Talent Labs.

I tried fixing it the way the internet told me to: polishing my LinkedIn profile, posting awkward “inspirational” quotes, even considering those godforsaken Instagram reels where people point at floating text bubbles. Every attempt made me feel like I was cosplaying as someone I’d cross the street to avoid.In this book, I wanted to share the findings of the experiments I did, to put myself out there. And give people a validated method of standing out, without ever performing for anyone."

Speaking about publishing the book, Radhika Marwah, Executive Editor, Penguin Random House India said, "Harinder’s Who the Fuck Are You? is a bold invitation to discover what truly sets you apart — your unfair advantage. It’s a powerful reminder that in a noisy world, authenticity is what makes you impossible to ignore. It has been a joy working with a mind so creative and genuine.”

Preeti Chaturvedi, Founder and CEO, The Sunflower Seeds- the literary agency behind the book, says, "Working with Harinder on this book was such a rewarding experience. His research is so thorough and his concepts are so clear, that I am confident the book will immediately connect with the right readership and add immense value to their professional and personal learning experience.

You don’t need to become a LinkedIn robot or an Instagram cringe-fluencer to be seen. You need to become findable for the right reasons by the right people. That’s what Who the F?ck Are You is about.

This book is a rebellious, witty, and science-backed guide to escaping professional invisibility. It introduces the idea of the Minimum Viable Self: the smallest, truest version of you that’s worth amplifying. Forget fake polish and “hustle mindset.” This is about stripping away the noise, finding your sharpest edge, and making the world want what only you can offer.

Across five steps of transformative exercises, stories, and experiments, you’ll uncover your identity, clarify your value, and start putting yourself out there in ways that attract opportunities instead of waiting for them. You’ll learn why most personal branding advice is broken, how to run small visibility experiments that actually work, and how to build an audience that matters (15 → 150 → 1500 people), instead of chasing empty internet fame.

The result? You stop paying the Professional Anonymity Tax. You go from invisible to un-ignorable, without ever turning into a performative clown. Because if the world can’t see you, it can’t choose you. And once it does, everything changes.