This happens to be one of my favorite examples of how good attracts the great. ALWAYS.

In the ancient times, spice merchants carried exotic goods, traveling to lands far & wide. The terrain was tough, journey long and they had no way of advertising their arrival. However, as they made their way through towns, the aroma of spices wafted through the air and announced their presence. People thronged to see them. They waited for this aroma in the air, quit everything they were doing and followed the traces of magnetic fragrance.

The roads routinely traveled by these merchants became the spice routes in these kingdoms. In times of no advertising, no mass communication vehicles or emails they used the quality of their goods to attract customer. How smart and perfectly sensible! Let your product do the talking, let it attract the people it needs.

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Similarly I believe that good work will always attract its due. It will never go unrewarded. It will not escape the notice of people it deserves. Goodness never goes unnoticed. We have to simply make the journey. People will join in and fall out. But, eventually you will meet the fate of all good work you do. One doesn’t need to scream intent, it will be recognized. One doesn’t need to market one’s personality, it will be felt.

After all: beautiful things don’t ask for attention. They just get their due share.

Be beautiful, inside out. Let your goodness waft through the lives you touch.


I am the Founder & Director of Azure, Strategic Brand Consulting Firm based in Mumbai. I have had the good fortune of traveling across far away lands. I have also met some incredible people- monks, healers, leaders, magicians, entrepreneurs and more. This blog is an attempt to share these moments. If it strikes a chord with even one person or makes you smile, the purpose would have been served.

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