The Trojan Horse Strategy

A Timeless Lesson for Modern Business

The story of the Trojan Horse is one of history’s most famous examples of cunning strategy. During the Trojan War, the Greeks, unable to breach the walls of Troy after a decade of siege, devised a clever plan: they built a massive wooden horse, hid soldiers inside, and left it as an apparent offering to the gods. The Trojans brought the horse into their city, unwittingly granting their enemies access. Once inside, the hidden soldiers emerged and opened the gates, leading to Troy's defeat.

This tale is more than just a historical anecdote—it holds valuable lessons for entrepreneurs today. Like the Greeks, entrepreneurs often face fortified “walls” when trying to enter markets or sign new clients. The key? Getting inside the fortress.

The Trojan Horse as a Business Analogy

Many beginner entrepreneurs set their sights on high-value contracts or premium pricing, expecting to be rewarded for their hard work and innovation. But this approach often leads to rejection, as clients may not yet see the value in their product or service. They remain outside the walls, unable to learn from their potential customers and adapt their offering.

Instead, the Trojan Horse strategy suggests a different approach: enter the market by offering clients a moderate or even low price to begin with. This isn’t about undervaluing yourself or your product; it’s about gaining access to a client’s world, understanding their needs, and building a foundation for future growth.

Once you’re inside the fortress—once you’ve landed the client—you can demonstrate your value and establish trust. Over time, this relationship can lead to higher-value contracts, referrals, and invaluable insights into what your customers truly need.

Strategic Pricing: Focus on Long-Term Value

When setting prices, it’s tempting to focus solely on what you should be charging based on costs, perceived value, or competitors’ pricing. But an important question often goes unasked:

What value will I gain from working with this customer beyond the initial transaction?

For early-stage entrepreneurs, the learning opportunities that come from working with clients are often just as valuable as the revenue. Clients provide feedback that helps refine your product, improve features, and understand your unique advantages. They shape your barriers to entry, giving you a competitive edge over time.

Avoiding the Pitfalls of Ego and Greed

Greed and ego can be fatal for new businesses. Insisting on high prices without proving your value can leave you locked out of the market, unable to gain the experience and insights you need to grow. On the other hand, undervaluing your offering can deplete your resources and damage your brand.

The Trojan Horse strategy offers a middle ground. It’s not about undercharging or overcharging—it’s about pricing strategically for the stage you’re at. This mindset requires humility, patience, and a long-term perspective. It means accepting smaller wins in the short term to secure bigger opportunities later.

Lessons from the Trojan Horse Strategy

1. Focus on Access, Not Immediate Profit: The goal is to enter the market or secure the client, even if it means a lower initial price. Once inside, you can showcase your value and build trust.

2. Value Learning Over Revenue: Early clients are your greatest teachers. Use their feedback to improve your product, refine your processes, and strengthen your value proposition.

3. Think Long-Term: Don’t worry too much about your initial pricing. Think about where this client relationship can lead and how it aligns with your growth strategy.

4. Adjust Pricing Over Time: As you gain experience and credibility, your pricing can evolve to reflect the true value you offer.

5. Stay Humble, Stay Hungry: Ego can keep you out of the fortress. Instead, approach each opportunity as a chance to learn, grow, and demonstrate your worth.

Conclusion: Get in the Fortress

The story of the Trojan Horse reminds us that success often requires strategy, patience, and adaptability. In business, your first goal is to “get in the fortress”—to gain access to markets, clients, and opportunities that allow you to prove your value and refine your offering.

It’s not about sacrificing your worth or settling for less. It’s about seeing the bigger picture, building relationships, and positioning yourself for sustainable growth. Over time, the more clients you work with, the more experience you gain—and the easier it becomes to win new opportunities.

So, as you set your pricing and approach new clients, think like the Greeks. Focus on the long game. Your key to success? Getting in the fortress.