Driven by hunger, a fox tried to reach some grapes hanging high on the vine but was unable to, although he leaped with all his strength. As he went away, the fox remarked, 'Oh, you aren't even ripe yet! I don't need any sour grapes’ - Aesop's Fable

In order to make sense of giving up on his efforts, the fox told himself that the grapes were sour. He has changed his thinking to align it with his actions.

Attitudes being influenced by experiences is central to our belief that media is best built around actions and ideas, not the ‘opportunities to see’.