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October 15, 2020
Sour Grapes

The Fox and the Grapes


One hot summer’s day a Fox was strolling through an orchard till he came to a bunch of Grapes just ripening on a vine which had been trained over a lofty branch.

“Just the things to quench my thirst,” quoth he.

Drawing back a few paces, he took a run and a jump, and just missed the bunch.

Turning round again with a “One, two, three,” he jumped up, but with no greater success.

Again and again, he tried after the tempting morsel, but at last, had to give it up and walked away with his nose in the air saying, “I am sure they are sour.”



Why has the moral of this story endured for 25 centuries?

It is difficult to remember an abstract concept.

It is difficult to forget a concrete visual.

Fables create vivid images, like grapes, a fox, and a dismissive statement, to make concepts memorable.

If you want people to remember your message, embody it in a highly visual story.

We need more fables!