Mercury's essence is transition . . . one of "floating freely . . . associative
wandering . . . apercu .. . backtracking and rhetorical repetition [and] .. .
stealth and thievery. Brainstorms, insights, lucky finds, intuitions, the play of
dreams .. . [are Mercury's domain]" (Stein, 1983:52). His style is simultaneous
or instantaneous linkage of places, people, and ideas. Through his activity,
conflicting parties reach agreement, resources are exchanged,
transitions occur.
Mercury also has the attributes of being crafty, deceiving, ingenious, and
suddenly and magically present. He is known for his resourcefulness, nimbleness,
subtle cunning, and in his role as messenger or herald is articulate
and important to the conduct of affairs. His attitude is ironic and unsentimental
We attribute many of these qualities to entrepreneurs. We see them as
creative, opportunistic, persuasive, and freer spirits than the "organizational"
man or woman. Empirical studies have found that many entrepreneurs
conform to the characteristics of Mercury, being socially adroit,
autonomous individuals with lower than average needs for affiliation, conformity,
succorance, and interpersonal affect
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