Published June 2003

Keep ahead of pack: learn to ‘move your own cheese’

A client recently introduced me to the popular book “Who Moved My Cheese?” The premise is that change happens, and you should anticipate, adapt and embrace it. Although a good read, I feel it missed a critical concept — “moving your own cheese.”

I admit it: I’m a late adopter on this one. “Who Moved My Cheese?” has been out for a while, and I just now got around to reading it. As far as moving your own cheese, it underscores my marketing philosophy, “If it’s not broken — break it.” There is always a better way. If you move your own cheese, you’ll know where it is and won’t be forced through a maze to find it.

As with any competitive environment, it’s better to be the leader than a follower; this is especially true when it comes to your business. You know the old saying: “If you’re not the lead dog, the view never changes.” The purpose of marketing is to elevate your brand to a leadership position.

Many of the clients I initially meet with are in a maze and don’t realize it. They’ve been stuck in the same rat race, sometimes for years. From inside the maze all you see are walls and dead ends. It takes an objective “top level” perspective to see the path to your cheese. Our market environment is changing faster than ever before, and it will continue to accelerate.

So, move your own cheese! Start by looking at your current marketing activities and practices. Document what you are doing, when and why you started doing it. You may find that the initial reason for your current path no longer exists.

After you’ve critically analyzed what you’re doing, view your marketplace — competitors, customers and emerging opportunities — from a new “demand side” perspective.

Look for new ways to serve your customer in ways that your competitors are not. Exponential growth doesn’t come from conducting business as usual; it comes from demand innovation. It’s all about looking above, below and side-to-side to identify new ways to meet new needs.

Don’t deviate too far, however, from your core business. Begin the process by looking at your current marketing mix of products, pricing, placement and promotion. Ask yourself questions in each of the four categories that involve meeting an emerging need and increasing customer value.

John Deere realized a growing demand (among its professional landscaper market) for finance packaging. In response, they launched John Deere Credit to enable contractors to offer their customers financing, which allowed them to expand their landscape projects.

Change is inevitable. The book “Who Moved My Cheese?” is correct by inscribing, “The sooner you deal with change, the better off you’ll be.” I’m suggesting you take it to the next level and be proactive instead of reactive. Instead of being a “change agent” you’ll be a “cheese agent.”

There are no off-ramps in business, only on-ramps, and your competitors are constantly trying to merge into your lane. You need to change lanes before they do. Move your own cheese and you’ll stay in the driver’s seat.

Andrew Ballard, President of Marketing Solutions Inc. in Edmonds, develops brand leadership strategies for businesses and teaches strategic marketing through Edmonds Community College. He can be reached at 425-672-7218 or by e-mail to andrew@mktg-solutions.net.

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