How the story of the Chinese Farmer can guide you to success

Hey, it’s Alex.

In today’s issue - I want to share with you “The Story of the Chinese Farmer” by Alan Watts, and what you can learn as an employee, business owner, or brand from this story.

I personally love this story, and often refer to it during ups and downs in business as a reminder to just keep going - it’s about the journey.

Enjoy.

THE STORY

The Story of the Chinese Farmer

Once upon a time, there was a Chinese farmer whose horse ran away. That evening, all of his neighbours came around to commiserate.

They said, “We are so sorry to hear your horse has run away. This is most unfortunate.”

The farmer said, “Maybe.”

The next day the horse came back, bringing seven wild horses with it. In the evening, everybody came back and said, “Oh, isn’t that lucky. What a great turn of events! You now have eight horses!”

The farmer again said, “Maybe.”

The following day, his son tried to break in one of the horses, and while riding it, he was thrown and broke his leg. The neighbours then said, “Oh dear, that’s too bad,” and the farmer responded, “Maybe.”

The next day, conscription officers came around to draft young men into the army, and they rejected his son because he had a broken leg. Once again, all the neighbours came around and said, “Isn’t that great!” Once again, he said, “Maybe”

The Story’s message:

“The whole process of nature is an integrated process of immense complexity, and it’s really impossible to tell whether anything that happens in it is good or bad — because you never know what will be the consequence of the misfortune; or, you never know what will be the consequences of good fortune.”

— Alan Watts

DEEP DIVE

What you can learn from this story

Lessons for your business and brand

1. Embrace Uncertainty and Change

• Ecommerce markets are volatile - trends shift, platforms update algorithms, and consumer behaviours change unpredictably.

• The story encourages brands not to judge individual outcomes as definitive wins or losses. A failed campaign, for example, might lead to better understanding or new opportunities down the road.
  
  

2. Practice Resilience Over Reaction

• Instead of panicking over short-term setbacks (product delays, negative reviews), brands can adopt the mindset of the farmer: “Maybe this will lead to something good.”

• This resilience strengthens brand coherence and builds trust with customers over time.
  
  

3. Focus on the Long-Term Journey

• The fable’s wisdom lies in suspending judgment and thinking beyond immediate outcomes.

• Companies that anchor themselves in core values and mission - rather than chasing every trending metric - tend to cultivate deeper customer loyalty and sustainable success.
  
  

4. Storytelling for Brand Identity

• Sharing your story with audiences can personify your brand as wise, calm, and philosophical - qualities often admired in lifestyle markets.

• It encourages consumers to also embrace the ups and downs of their journey, fostering community and engagement.
  
  

5. Navigating Setbacks and Successes

• When faced with apparent setbacks (e.g., slow product launches, supply chain hiccups), brand leaders can use the “Maybe” principle to keep teams motivated and resourceful.

• Similarly, celebrating wins with humility and openness to new risks keeps the brand adaptable.
  
  

Practical Applications

• Share the story within your brand’s onboarding materials or customer content to foster a culture of patience and perspective.

• Train customer service teams to approach challenges with a solution-oriented, non-judgmental attitude.

• Use the framework to guide strategic decisions, reminding teams that today’s setback could be tomorrow’s breakthrough.

In summary

You and your business can thrive by internalising the farmer’s patient, open-minded approach to both fortune and misfortune - transforming every event into an opportunity for learning and growth.

Until next time.

Alex Murton
Shopify for Lifestyle Brands
Co-Founder @ Studio Almond & Almond Labs.