Section 1 – The Problem

There once was a man named Bob who sold apples by a busy road.

Bob and his competitor both struggled. Every day they tried to outdo each other by putting up signs, lowering prices, and offering “buy one get one free” deals.

But at the end of the day… apple sales were slowing down.

Bob thought to himself,
“People can buy apples anywhere. And my competitor is even giving them away.”

Feeling stuck, Bob decided to apply for a job with a friend who also sold apples. He helped clean apples, stack displays, and set prices. But no matter where he went, it was the same problem.

Too many red apples in one basket.

Section 2 – The Shift

One day, Bob heard about a man who helped struggling businesses sell more of their products. Bob invited him over for dinner.

Bob asked,
“So you build brands, websites, and run ads… is that basically what you do?”

The man smiled.
“That’s a small part. About 80% of what we really do is business, sales, and marketing strategy — to NOT compete.”

He continued,
“Bob, there’s nothing wrong with your business. The problem is you fit into the crowd… like a red apple in a basket of red apples.

I want to help you become a green apple in a basket of red apples.”

Then he said,
“Don’t sell apples.
Sell apple candy.

Sell to kids — they bring moms.
Moms bring families.
Families build community.

Add apple juice, peanuts, and chocolate.
Create an experience.

And instead of charging $1 for an apple… charge $10 for a gift.”

Section 3 – The Transformation

The consultant got to work.

He created new signs.
A new name.
New colors.
New positioning.

Apple Gifts.

Bob’s wife prepared caramel and chocolate apples while Bob stuck in the sticks, wrapped them, and packed the gift boxes.

The next morning at 9:00 a.m. sharp, a mother arrived and said,
“My son has been begging me about these apples and juice boxes.”

She pulled in.

That brought a grandfather.
Who brought his daughters.
Who brought their kids.

Within 30 minutes, the line was full.

By 11:00 a.m., Bob was completely sold out.

He closed early and hired a sign painter to make a new sign:

“SORRY — SOLD OUT. MORE TOMORROW.”

Section 4 – The Lesson

Bob’s Apple Gifts became a busy community spot. Newspapers featured it. People talked about it. Soon, the media came to interview him.

They asked,
“Bob, how are you selling so many apples? What’s the secret?”

Bob smiled and said,

“I met a good friend who helped me realize something.

I was a red apple in a basket of red apples.

So I decided to become a green apple.”

“I focused on kids with juice boxes — which brought mothers.
I added flavors — which attracted adults.
I added tables — so people could sit, talk, laugh, and connect.”

“Then I realized something else…”

“Ten to twenty dollars wasn’t expensive.

I wasn’t selling apples.

I was selling a family experience.
A happy child.
A healthy treat.
A warm smile.
And a place people wanted to be.”