Excerpts from a discourse by Sri Sri Swamiji
When the farmer sows the seed - wheat or some other grain - he does not sow it taking care to place the end from where the plant would sprout, up. Instead he just throws it around the field. Sometimes the seed falls upside down but when the sprout comes out it shoots up rightly. Likewise, whether Bhagavan Nãma falls straight into your ears or falls upside down, it performs its work of taking you to the Lotus Feet of Bhagavãn. Does it not? This is verily the glory of Nãmakirtan. It is this (Nãmakirtan) that is spoken of specially ('visesha Dharma') in the Bhãgavatam.