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Rory Sutherland

“wise storyteller called Aesop. It appears in several of his fables including, most famously, the story of the fox and the grapes. A fox gazes longingly at a beautiful bunch of grapes hanging from the high branch of a tree, his mouth watering. He jumps to reach them, but misses by a long way. He tries again and again, but each time it is in vain. Sitting down, he looks at the grapes in disgust. ‘What a fool I am,’ he says, ‘wearing myself out to get a bunch of sour grapes* that are not worth the effort.’ The moral of the fable is that many pretend to despise and belittle that which is beyond their reach. This seems fair enough, though it is worth asking how our lives would feel if we did not play this mental trick on ourselves – we might go about in a constant state of resentment because we were not the billionaire recipient of a Nobel Prize.”

Rory Sutherland, Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life
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Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life by Rory Sutherland
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