Dec 11, 2020 | ENG

The Fox and the Grapes, a marketing lesson

Discover how the fable of Aesop dated over 2.500 years ago, is the most important marketing lesson that you can learn

Tell Aesop in is fable that one day, a fox spied a beautiful bunch of ripe grapes hanging from a vine trained along the branches of a tree. The grapes seemed ready to burst with juice, and the Fox’s mouth watered as he gazed longingly at them.

The bunch hung from a high branch, and the Fox had to jump for it.

The first time it jumped he missed it by a long way.

So it walked off a short distance and took a running leap at it, only to fall short once more. Again and again it tried, but in vain.

Now it sat down and looked at the grapes in disgust.

“What a fool I am,” he said. “Here I am wearing myself out to get a bunch of sour grapes that are not worth gaping for.”

And off it walked very, very scornfully.

I know Aesop’s fables are usually told to children, but they have great lessons for everyone. Especially in terms of marketing.

In fact, The Fox and the Grapes contains one of the most important marketing rules that, especially in times of crisis, people forget.

What am I saying?

How many times, when you see a Rolls Royce, after exclaiming “how beautiful it is”, have you thought about how much it costs?

How many times in front of a Loro Piana coat have you said “how beautiful it is, but how expensive”?

And yet there are so many people who buy them and use them.

Why if they are expensive?

This is the clear example of grapes for the fox.

The fox is a skilled jumper but there are bunches of grapes it can’t reach.


Simply because they are positioned higher than it can reach.

Now consider if your products or services attracted all types of customers from those who can spend big to those who can spend little.

What would happen?

At first, maybe you would sell a lot but then those who can spend a lot would find themselves unhappy.

Because they aim to the exclusiveness.

While those who can’t spend would scream that it’s too expensive.

Just like the fox did with the grapes that just because he couldn’t get to them he exclaimed that they were unripe.

How do you think the market would react?

I’ll tell you, your reputation would plummet.

Your sales consequently.

All your efforts thrown away.

So here’s the important lesson of Aesop’s fable: the nice, rich, juicy bunch of grapes attracts everyone but only a few can get to it. That’ s why it’s important that you attract those who can afford it.

What’s the risk you run?

Simple that of doing a lot of work to not marginalize.

In fact you lose.

If today there are so many foxes coming to your cluster then you have a big problem.

You have a big marketing problem.

And the risk that you’re running it’s very high.

But there is a solution, if you want to discuss about it feel free to contact me writing me directly on [email protected] or clicking on contacts

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