MARKETING: WHO COULD BE EATING YOUR LUNCH? Leave a comment

MARKETING: WHO COULD BE EATING YOUR LUNCH? MIKE BOND DISCUSSES HOW WE ALL NEED TO CONSIDER MARKET CHANGES TO PROTECT OUR FUTURE

In these highly competitive times, we need to consider who might be trying to eat our lunch and It might not be just another dental lab. Many of the large corporations like Straumann and others are starting to offer direct to dentist services offering to produce all kinds of restorations from Orthodontics to implants and everything in between.
Who Moved My Cheese? By Spencer Johnson is a motivational business fable which describes change in work and life, and four typical reactions to those changes by two mice and two “little people”, during their hunt for ‘cheese’. A New York Times business bestseller upon release, Who Moved My Cheese? remained on the list for almost five years and spent over 200 weeks on Publishers Weekly’s hardcover nonfiction list, selling more than 26 million copies worldwide in 37 languages and remains one of the best-selling business books of all time.
Allegorically, Who Moved My Cheese? features four characters: two mice, “Sniff” and “Scurry,” and two little people, human metaphor, “Hem” and “Haw.” (The names of the little people are taken from the phrase “hem and haw,” a term for indecisiveness.) They live in a maze, a representation of one’s environment, and look for cheese, representative of happiness and success. Initially without cheese, each group, the mice and humans, paired off and travelled the lengthy corridors searching for cheese. One day both groups happen upon a cheese-filled corridor at “Cheese Station C.” Content with their find, the humans establish routines around their daily intake of cheese, slowly becoming arrogant in the process.
One day Sniff and Scurry arrive at Cheese Station C to find no cheese left, but they are not surprised. Noticing the cheese supply dwindling, they have mentally prepared beforehand for the arduous but inevitable task of finding more cheese. Leaving Cheese Station C behind, they begin their hunt for new cheese together. Later that day, Hem and Haw arrive at Cheese Station C only to find the same thing, no cheese. Angered and annoyed, Hem demands, “Who moved my cheese?” The humans have counted on the cheese supply to be constant, and so are unprepared for this eventuality. After deciding that the cheese is indeed gone, they get angry at the unfairness of the situation. Haw suggests a search for new cheese, but Hem is dead-set in his disappointment and dismisses the proposal.
Meanwhile, Sniff and Scurry have found “Cheese Station N,” and new cheese. But back at Cheese Station C, Hem and Haw are affected by their lack of cheese and blame each other for their problem. Hoping to change, Haw again proposes a search for new cheese. However, Hem is comforted by his old routine and is frightened about the unknown. He knocks the idea again. After a while of being in denial, the humans remain without cheese. One day, having discovered his debilitating fears, Haw begins to chuckle at the situation and stops taking himself so seriously. Realising he should simply move on, Haw enters the maze, but not before chiselling “If You Do Not Change, You Can Become Extinct” on the wall of Cheese Station C for his friend to ponder.
Still fearful of his trek, Haw jots “What Would You Do If You Weren’t Afraid?” on the wall and, after thinking about that, he begins his venture. Still plagued with worry (perhaps he has waited too long to begin his search…), Haw finds some bits of cheese that nourish him, and he is able to continue his search. Haw realizes that the cheese has not suddenly vanished but has dwindled from continual eating. After a stop at an empty cheese station, Haw begins worrying about the unknown again. Brushing aside his fears, Haw’s new mindset allows him to again enjoy life. He has even begun to smile again! He is realizing that “When you move beyond your fear, you feel free.” After another empty cheese station, Haw decides to go back for Hem with the few bits of new cheese he has managed to find.
Uncompromising, Hem refuses the new cheese, to his friend’s disappointment. With knowledge learned along the way, Haw heads back into the maze. Getting deeper into the maze, inspired by bits of new cheese here and there, Haw leaves a trail of writings on the wall (“The Handwriting on the Wall”). These clarify his own thinking and give him hope that his friend will find aid in them during his search for new cheese. Still traveling, Haw one day comes across Cheese Station N, abundant with cheese, including some varieties that are strange to him, and he realizes he has found what he was looking for. After eating, Haw reflects on his experience. He ponders a return to see his old friend. But Haw decides to let Hem find his own way.
Cautious from past experience, Haw now inspects Cheese Station N daily and explores different parts of the maze regularly to prevent any complacency from setting in. After hearing movement in the maze one day, Haw realizes someone is approaching the station. Unsure, Haw hopes that it is his friend Hem who has found the way.
There is no stopping market advancements, but dental laboratories and technicians need to start to consider how market changes will affect them in the future and how they monitor and understand these changes will be an important factor in survival of their businesses. Perhaps take a read of ‘Who move my cheese’ and consider the future!