ARTICLES: THE MERCURIAN PRINCIPLE – KNOW YOUR CUSTOMER, KNOW YOURSELF, KNOW YOUR DESTINY
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The Lesson: “Know Your Customer — Not NO Your Customer=Money + Business Success
# **THE MERCURIAN PRINCIPLE – KNOW YOUR CUSTOMER, KNOW YOURSELF, KNOW YOUR DESTINY**
*Guruji Shrii Arnav* | *The 9×12 Way*
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Invocation
Aum Ganeshaya Namah.
Good morning and wish you a beautiful, purposeful day ahead.
May grace, intelligence, and right alignment guide all your actions today.
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The Lesson: “Know Your Customer — Not No Your Customer”
*Know your customer equals know your business equals money flows to you.*
That, in essence, is the **Mercurian Principle** — understanding, adaptability, communication, and the sacred art of connection.
Yesterday was an interesting day, full of divine coincidences. But two moments stood out — both carrying a message for every entrepreneur, artist, and seeker who wishes to make not just money, but meaning.
The Sharmila Story – From a Child to a Legend
As I was exiting the hotel lobby, a middle-aged Indian man approached me with tremendous warmth, touched my feet, and said, “Guruji, Guruji! I am so happy to see you.”
Before I could recall where we had met, he waved excitedly and called out, “Sharmila! Jaldi!”( Come Quick)
Out came a *stunningly beautiful young lady*, no more than twenty-five, draped in an exquisite chiffon sari.
She saw me, rushed forward, and hugged me tightly and started sobbing.
The sight — as an entire Emirates crew of two hundred looked on — was both moving and mildly amusing.
Then the father said softly, “Guruji, aapne apni beti ko pehchana?” Guruji , did you recognise your daughter?
In that instant, memory flashed back two decades — a small girl of five or six, with uncombed hair, shabby shoes, and tears mixed with a runny nose, diagnosed as a *special child* with attention and learning difficulties. Her name then was *Urja* — meaning “Energy” — though her reality seemed opposite.
I had changed her name to **Sharmila**, explaining to her father that *Sharmila* does not mean “shy.” It means *“One for whom Grace & shyness is a Rare Jewel.”*
The name was her **personal mantra**, her energy signature, aligned with her planetary chart and destiny. I had prescribed a few remedies then, trusting time to do the rest.
Her Birth Chart instantly flashed before my eyes with rahu-Mars in the first house and Ketu-Venus in the seventh -A unique combination that inherently makes the person combative and contradictory at the same time.
It was based on that principle that I changed her name because when she was named as Urja, she was behaving in an introvert manner,
and
once she was named as Sharmila, she started behaving like an energetic, extrovert and has blossomed into that ravishing and eloquent beauty- that held me with so much emotion yesterday. 
And today — standing before me as a radiant, eloquent woman, now a **director in a distinguished global financial institution** and simultaneously a fashion designer preparing for her **first international roadshow in Bangkok** — she embodied transformation itself.
Her mother had died while giving birth to her.
She held me and wept softly. Her father said, “Guruji, we still read every single post of yours — every morning and evening — and discuss our interpretations.”
The moment he said *connected*, something inside me lit up. That single word carries the essence of today’s message:
**Your Relationship with Your Customer is the Soul of Your Business.**
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Relationships Are Ships – They Move You Forward
The word “relationship” itself holds a key.
The *S* in the word represents the *ship* — a vessel of movement with intent.
If a ship just stands in the harbour, it is safe but useless.
Relationships — with customers, vendors, teams — are meant to move, evolve, and grow.
No artificial greetings, no automated birthday wishes from bots, no outsourced copy can replicate the warmth of real connection.
**AI can simulate efficiency.
Only Heart can sustain legacy.**
And whether you’re in gemology, finance, art, or hospitality — the same law applies:
“The river does not argue with the rock; it simply flows around it — and in time, it carves mountains.”
Grace and patience are not weaknesses; they are planetary superpowers.
The 9×12 way calls us to balance inner equilibrium with outer excellence —
**Grace → Respect → Precision → Legend.**
The Evening Dialogue – The Mercurian Lesson for Entrepreneurs
Later that evening, during a satsang session with business leaders and management students at the **Man Asia 2025 Conclave in Bangkok**, a student asked a question about customer engagement, content, and social media trends.
He was frustrated that despite quality work, his company’s posts weren’t getting “likes.”
I smiled and said,
“You don’t know your customer.
You don’t know the difference between *advertising* and *marketing*.
And you depend too much on portals and algorithms designed for foreign markets.”
The truth is simple:
If you apply an American formula to an Indian or Asian audience, it fails.
If you follow advice written by an SEO clerk sitting in a 10×10 cubicle, it fails even faster.
Advertising requires **deep pockets**.
Marketing requires **deep presence** — being *seen by the right people at the right places at the right time and all the time- No Social- you are NOWHERE.
When you are *social, interactive, and personally consistent* — you build recall.
That’s what makes people say: *“We feel connected to you.”*
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### Old Monk & Organic Marketing
To illustrate, I gave an example.
Have you noticed that **Old Monk Rum** has never advertised?
Yet its bottle — unchanged for over fifty years — is instantly recognizable.
You’ll find it reused as a flower vase, a money-plant pot, or a souvenir in homes.
That’s *living marketing.*
That’s emotional continuity.
Marketing is not what you push — it’s what people pull into their lives because it feels authentic.
To explain it a bit more in detail:
I gave him the example of the old Monk Rum, if you have noticed old Monk, never advertises in a Surrogate way by producing Soda or ashtrays or bottle openers, or we audio cd’s or DVD with their branding
But their bottle is so distinctive, And that design has not changed for more than 4 to 5 decades, so you might find a old Monk bottle in the apartment window right next to you with the money plant, growing out of it to the old Monk bottle holding Some artificial flowers in some other peoples house that is powerful marketing,
And that is not advertising.
Product placement that happens in natural organic situations.
For example, in a movie a group of old college friends spending an evening together reminiscing about their college days, where one of the guys asks what will you drink the reply to which is our regular the old monk with Cola, that is very powerful marketing,
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### The Golden Line – The Core of the Mercurian Principle
“Give your customer more of what they want,
not what *you* think they should want.”
That single understanding separates those who **sell** from those who **succeed.**
No one — not even your secretary or AI — knows your brand, your energy, and your relationship with your audience better than *you.*
That’s why I say, “Know your customer — and you’ll know your destiny.”
### Closing Reflection
These are exciting times.
Despite the noise, the sluggish economy, or the confusion of copy-paste culture — timeless values like **trust, solid worth, and exquisite style** never go out of fashion or business.
The Mercurian Principle is not just about communication.
It’s about **conscious connection.**
And when consciousness meets commerce, Lakshmi herself flows toward you.
God Bless You.
— *Guruji Shrii Arnav*
Invested in your success
Founder | Gemstone Universe
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From the desk of Revered & Beloved Guruji Shrii Arnav
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Spiritual Guru, Mystic, Mentor, Astrologer & Author. He is one of the leading experts & professionals in the field of gems and Gemology. He is also an Accredited Jewelry Professional from the GIA (Gemological Institute of America). He is the horoscope columnist and astrologer of the Deccan Herald-a Leading English Daily Published from India. He is widely credited with standardizing Gem Therapy & spreading the knowledge of Jyotish Gemstones at a larger scale.
He is the author of the internationally acclaimed book The Secrets of Jyotish Gems.
www.gemstoneuniverse.com is a leading online retailer of precious untreated Gemstones that have played a significant role in standardizing the online retail and e-commerce of Gemstones that are rare and highly-valued commodities
Gemstoneuniverse is the world’s leading authority on Astrological Gemstones and Jyotish Gemstones. To view a treasure chest of 3500+ articles written by Gem Professionals and Astro Gemologists please click here or visit the Gemstoneuniverse Blog.
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