With Easter around the corner, maybe eggs are on your mind. They are on ours and that led to wondering about the origin of the expression, “putting all your eggs in one basket.”

Turns out this idiomatic phrase has been around for centuries. The first printed record of it was in 1660, and it was considered well known even then. It means that you should not focus all of your resources on one hope, possibility or avenue of success, or just one person. If that one person fails you, you will be “broken” and left with nothing, i.e., no eggs.

If you put all your eggs in one basket and then drop the basket, you will break all your eggs. Similarly, if you pin all your hopes on one course of action and it fails, then you are left with no recourse. A better strategy is to put your eggs into several different baskets for safekeeping…to put your money or time or investment into several different things. If something happens to one of your baskets, you have other baskets remaining as backup.

You likely can see the wisdom in this idiom for many aspects of your life. We think it makes sense in advertising, too. That’s why we advise clients to send their message out through multiple media channels for greater success. It’s risky to rely on just one avenue to reach the target audience.