Ravi runs a small dairy booth in Ludhiana. For years, customers came daily. One week, sales suddenly dropped. No warning. No complaints.

That’s Brittle.

Things look fine—until they crack suddenly.

👉 What Ravi learned:

Never take “regular customer” for granted.

Daily trust needs daily care.

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Farah owns a home-baking business in Hyderabad. Customers keep asking:

“Eggs fresh hain?”

“Sugar kam kar sakte ho?”

“Safe for kids?”

She used to feel irritated.

That’s Anxious.

People are worried, not doubting you personally.

👉 What Farah learned:

Answer calmly. Reassure.

Anxiety needs patience, not defence.

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Manoj sells ready-to-cook dosa batter in Mysuru. One month, a ₹10 price increase had no effect. Another month, same increase caused drop in sales.

That’s Non-linear.

Customer behaviour doesn’t move in straight lines anymore.

👉 What Manoj learned:

Stop predicting. Start observing.

Adjust slowly, not emotionally.

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Shalini runs a small organic grocery store in Dehradun. A customer picks items, fills basket, then suddenly leaves saying:

“Pata nahin, mann nahin bana.”

That’s Incomprehensible.

Even customers don’t always know why they decide.

👉 What Shalini learned:

Don’t force closure.

Let people feel safe to return.

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Lesson (simple, usable):

Today’s customer is not difficult.

They are fragile, worried, unpredictable, and confused.

Your job is not to push harder.

Your job is to be steady, kind, and present.

👉 Try this yourself:

In every interaction, ask silently:

“Is my behaviour reducing stress—or adding to it?”

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My honest closing view

In a BANI world,

aggressive selling loses.

Calm sellers survive.

Gentle sellers grow.