Figuratively, it means that things often appear more attractive or better from a distance than they actually are when examined closely. It conveys the idea that we tend to idealize things that we cannot observe up close.
In the business context, this proverb means that one often tends to view other business models, markets, companies, or career paths as more attractive or advantageous than one's own. Here are a few examples:
Regarding career decisions, employees might think that other companies offer better working conditions, higher salaries, or more attractive projects. This can lead to frequent job changes without thoroughly assessing the actual benefits. Or consider business strategies: companies may have the impression that their competitors have more successful strategies or business models. Abandoning their own strategies and attempting to copy those of competitors without considering specific differences and challenges can have unforeseen consequences. This also applies to entering new markets, which may seem easier or more profitable than further developing the existing market. Additionally, there may be an impression that a merger or partnership with another company would bring better synergies and benefits, without considering potential conflicts and cultural differences.
In all these cases, the lesson is to be cautious before assuming that what appears more attractive from the outside is actually better. A thorough analysis and critical questioning are always necessary to make well-informed decisions.