If there’s one phrase that’s been repeated through the ages — from village markets to boardrooms — it’s “Don’t put all your eggs in one basket.”
It’s so familiar that most of us use it without stopping to think where it came from, or why it’s such sound advice for just about everything — from investing your savings to building an online business.
But like most sayings that have stood the test of time, it began with something much simpler… and rather more fragile.
Where It All Began
Imagine a country market somewhere in England several centuries ago.
A farmer’s wife, perhaps, carrying her morning’s collection of eggs in a wicker basket to sell to the townsfolk. The road is bumpy, her arm a little tired, and one careless stumble could send a week’s income crashing to the cobbles.
The lesson was obvious even then: spread the risk.
Carry two baskets. If one falls, the other survives.
The phrase appears in print as far back as the 17th century, but it was Miguel de Cervantes, author of Don Quixote (published in 1605), who gave it a literary push. In his wise and witty tale, he wrote:
“It is the part of a wise man to keep himself today for tomorrow, and not venture all his eggs in one basket.”
Cervantes was talking about business and survival — the art of playing a long game. And it seems not much has changed in 400 years.
Why It Still Matters Today
Fast-forward to the modern world and the metaphor still fits perfectly.
Whether you’re a trader, a teacher, or a TikTok marketer, putting all your hopes — or income streams — into one fragile container is as risky now as it was then.
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If you rely entirely on one source of income, what happens when it dries up?
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If your business depends on a single platform, what happens if that platform changes the rules?
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And if all your digital eggs — your leads, products, and promotions — sit in one online basket, what happens when the basket gets a hole?
The truth is, most people only learn this lesson the hard way. I certainly did.
My Own ‘Cracked Egg’ Moment
Years ago, when I first began dabbling in affiliate marketing, I had a favourite platform — one that brought in nearly all my leads and sales. It was easy, reliable, and for a while, it felt like the golden goose.
Then one day, with no warning, the rules changed.
The algorithm shifted.
My traffic disappeared almost overnight.
It was a humbling reminder that no matter how good your product or message, if you depend on just one route to reach people, you’re one tweak away from silence.
That was when I made a decision: I’d never keep all my eggs in one basket again.
And that decision — to diversify and systemise — completely changed my business approach.
The “Eggs” of Online Marketing
When you think about it, every online business has several types of “eggs” — each one fragile in its own way.
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Traffic Sources. Don’t rely solely on ads, social media, or email. Blend them. Let each feed the other.
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Products. Have more than one offer. An entry-level product, a mid-tier course, and something premium.
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Income Streams. Mix affiliate commissions, digital products, and recurring memberships.
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Tools and Platforms. Back up your lists and files. Keep copies offline or on a separate cloud.
The most successful entrepreneurs don’t have just one basket — they have a whole shelf of them, neatly labelled and carefully managed.
And yes, it takes a little more effort to get there. But losing a few minutes each week is far better than losing everything in one careless stumble.
The Psychology Behind It
There’s a reason this phrase resonates so deeply: it speaks to our natural urge for security.
Human beings love the feeling of control. We prefer to keep our eggs where we can see them.
But real stability doesn’t come from holding one basket tightly — it comes from having several, each with its own purpose.
That’s why diversification feels counterintuitive at first. It can seem scattered, inefficient, even unnecessary. But the moment one “basket” fails — an ad account banned, a supplier delayed, a partnership ended — you’ll be very glad for the others.
Marketing Lesson from the Market Stall
In marketing, as in life, this old proverb is still pure gold.
Your list of subscribers? Wonderful — but build a social following too.
Your top affiliate program? Great — but add two or three more.
Your blog? Excellent — but repurpose your content into newsletters, PDFs, and short videos.
Every extra basket makes you stronger, steadier, and less dependent on luck.
It’s not about doing everything — it’s about building options.
A Final Thought
Next time you hear the phrase “Don’t put all your eggs in one basket,” picture that cheerful market trader from centuries past — carefully spreading her eggs between several sturdy baskets before setting off down the cobbled street.
She didn’t have spreadsheets, analytics, or autoresponders.
But she did have wisdom, balance, and patience — and that, in truth, is what every good marketer still needs today.
So here’s a simple rule to remember:
Success rarely comes from one big basket.
It comes from a lot of little ones, well looked after.
Takeaway for Today
Whether you’re creating PLR products, promoting affiliate offers, or building your brand, diversify your effort.
Build multiple income baskets, nurture each one, and keep walking steadily forward.
After all — the goal isn’t just to keep your eggs safe.
It’s to make sure they hatch into something worth having.
