Yesterday, I came across an interesting story:
In the 1530s, the Spanish conquered the Inca Empire. As part of this victory, they brought back Inca’s most precious secret:
POTATOES
But the Europeans took one look at this underground crop…
Oval. Lumpy. Irregular.
(they even have tiny “eyes” all over them *yuck*)
“This is from the devil!” the Europeans claimed, associating this plant with disease and considering it unholy.
For the next 200+ years…
Europe dismissed potatoes as animal feed and indigestible for humans. The French Parliament even banned potatoes for human consumption in 1748.
BUT
In the 18th century…
France was hit by droughts, harsh winters, and floods, which devastated all its crops. This skyrocketed bread prices—leaving hundreds of thousands struggling to put food on the table.
Entered Antoine-Augustin Parmentier.
A French pharmacist, agronomist, and nutritionist.
He believed the “devil’s potato” was the solution. It thrived on poor soil, required tiny space, and provided essential nutrients.
But how can you challenge a two-hundred-year limiting belief?
Parmentier planted two acres of potatoes on the outskirts of Paris.
THEN
He stationed armed guards around the farm—protecting the crop like gold!
But at night…
He instructed the guards to “look the other way,” allowing local farmers to sneak into the field and steal the potatoes.
This popularized potatoes and created a new trend.
(legend says the queen even wore potato flowers in her hair as fashion)
This story shows you the power of perceived value.
Same potato. Very different values.
Now, ask yourself:
How can YOU increase the perceived value of your products?
How can you make your product much (much) more valuable than any and every competitor?
(hint: positioning with story + dramatic demonstration)
Talk soon,
– WYH