The sense of 'I' itself is ignorance.+

The sense of 'I' itself is ignorance. In reality, the world in which you exist is merely an illusion created out of the ‘Soul, which is present in the form of consciousness.

Those Gurus hold the ‘I’ as the “Self” only propagating the half-baked knowledge as the ultimate truth. And those who follow such Gurus will remain like stagnant water in the muddy pond.

Those Gurus who say “You are not this, there is nothing of yours in this, except the 'I am', which is the bridge between the watcher and his dream.  ‘I AM THIS; I AM THAT' is a dream, while pure 'I AM' has the stamp of reality on it. You have tasted so many things -- all came to naught. Only the sense 'I am' persisted -- unchanged. Stay with the changeless among the changeful, until you can go beyond”. ~ Such a declaration keeps you permanently in ignorance because it is based on form alone. 

These gurus think the Self is within you whereas you and your experience of the world are within the Soul, which is present in the form of consciousness.

When the Self is not you then what is the use of saying ‘I am not this ‘I am that without realizing what the Self is in actuality.       

You have to make sure what is this ‘I’ supposed to be?  You have to make sure the unreal nature of the ‘I’ which comes and goes to realize the truth, which is hidden by the ‘I’.  The  ‘I’ is present in the form of  the form, time, and space 

That is why Bhagavad Gita: ~ “The permanent is always there, only the transient ‘I’ comes and goes. (2.18) 

The ‘I’ hides the Soul, the Self, which is the cause of the 'I'. 

People think the ‘I’ without the body is the Self. The seeker has to understand the fact that ‘I’ is not the Self, but the witness of the ‘I’ is the true Self, which is eternal.

That is why Ashtavakra Gita 16:10:~ “If you desire liberation, but you still say "I," if you feel the “Self” is the ‘I’, you are not a wise man or a seeker. You are simply a man who suffers. 

People are stuck with the reality of the ‘I’, which they take as real because some Gurus have propagated that the Self is the ‘I’.  

There is no need to convince such a mindset. The seeker of truth accepts only the truth nothing but the truth. 

Without knowing what is this ‘I’ supposed to be in actuality it is impossible to grasp the truth, which is hidden by the ‘I’.

You and your world are within the ‘I’, which is the dualistic illusion.  The Self is not ‘I’ but the Soul, which is the witness of the ‘I’. 'I' is the dualistic illusion. 

You and your experience of the world are nothing to do with the ‘I’, which is the dualistic illusion.

Thus, you and your individual experience of birth, life, death, and the world have nothing to do with the Soul, the Self. 

When ignorance vanishes, then the Soul, the  Self, remains in its own nondual awareness. :~Santthosh Kumaar