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SAN FRANCISCO, CALIFORNIA, October 27, 2002: Tom Mitchell and Bruce Cady, former telecommunications executives, are founders of Jupiter Returns, a new San Francisco company that merges business and astrology. “We want to create a brand name,” said Mitchell. “When you want a chart done for yourself or your family, you’ll call Jupiter Returns. It will be a company like Starbucks or Microsoft.” The goal of the company is to help people create successful business relationships through an understanding of astrology. For the past six months, the business partners have hosted astrology seminars for salespeople at US$35 to $40 per person in San Francisco and New York City. Mitchell, a Boston-educated attorney, also has been busy promoting his book, “Star Salesperson: Using Astrology to Get to Yes.” Readers learn how to use a client’s sun sign to size up his or her character and style. For years astrologers have helped companies and executives figure out the best timing for business planning, marketing and relocation, said Georgia Stathis, a member of the International Society of Business Astrologers and a faculty member at Kepler College in Washington state, which offers bachelor’s and master’s degrees in astrological studies. Financier J.P. Morgan is famous for his astrological beliefs. Astrologers often cite his quote, “Millionaires don’t use astrology; billionaires do.”

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