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17 January 2017
Welcome to The Cheshire Group eNewsletter

From The Cheshire Press ... Here's a suggestion for a gift for someone on your list. Buy them a recently published book from our website.We have over 34 books to chose from ranging from fiction to memoirs to war stories and to children's books. A great idea would be to chose our most recent publication "Old Dame Dancing." a collection of casual essays and hilarious stories that will amuse and entertain everyone. You can order this book by clicking on this link.

This is the 70th issue of The Better Mousetrap. We have archived the most recent issues on our web site. It is easy to review them. Just click here for the list or go to the Cheshire Group web site and click on the link that says "Newsletter Archive."


Every field has its Language—a rich organic compost heap of terms, concepts and jargon. Consider the lexicon of the internet for instance—URL, cookie, server, spam. It's hard to know if you're in cyberspace or the corner diner.
     Well, marketing has a lingo too. And we've made up a list of marketing expressions and phrases—some old, some new. You gotta stay current, cookie.
Peer Marketing: The strategy of marketing directly to your users then using their product satisfaction to leverage influence with the other users and with the press.
Stealth Beers: Brands of beer that are marketed as if they were micro-brewery products when they are actually made by beer-making giants.
Push/Pull Advertising: Takes its name from the way information gets to the target. If you ask for it, it's pull. If you receive it unasked, it is push. Examples: Pull: the web, response cards, subscription forms. Push: direct mail, telephone solicitation, magazine ads.
Relationship Marketing: The strategy of building unswerving loyalty within your customer base so when they buy in the future, they naturally stay with you.
Disruption Marketing: A three-step process that offers an open-ended approach to strategic and creative issues. It examines conventional marketing thought (which has been conditioned by biases), looks for a larger picture (this is the disruption), then visions new, more ambitious marketing schemes.
Dynamic Obsolescence: To pressure consumers to replace their cars each year or so, General Motors introduced state-of-the-art designs that suddenly looked like cold mashed potatoes when the next year's car crop came in. " The simplest way to assure sales is to keep changing the product," so said GM VP of Research Charles Kettering.
Strategic Inflection Point: Term coined by Andy Grove, Intel president and author of Only The Paranoid Survive. It means the point in a company's life when business is about to change because the fundamental forces acting upon it are changing dramatically. After such a point, the business may take a quantum leap forward or may sink under the weight of its own inflexibility.
Itch Cycle: Tom Hopkins, author of Selling for Dummies, came up with this one. It's the period of time, after a customer has bought from you and when he is particularly receptive to making another commitment to you.



Suppose you were running a small boutique ice cream company and you couldn't get your product placed in stores. Snooping around to find out why, you discover that a mega-ice cream company is trying to block independent dealers from carrying your product. What would you do?
     Here's what Fred Lager did.
     The year is 1984. Ben & Jerry's is the boutique shop, Fred "Chico"Ben & Jerry's Ice Creeam Lager is president and CEO and Pillsbury Co.—which owns, Haagen-Dazs—is the mega bully.
     Lager reports that Ben & Jerry's was able to turn the situation to their advantage with one, single sentence. They publicly asked a question. One question.
     What was the Doughboy afraid of.
     This country still has an ethic of fair play and nobody likes a bully. Ben & Jerry's David and Goliath situation got tremendous publicity. And along with it came brand recognition—far more brand awareness than Ben & Jerry's could have afforded to buy in ad dollars.
     Moral: If you haven't got a big budget for brand awareness, hope that a bully comes along looking for you.

For more about this story go to and get a copy of "Ben & Jerry's: The Inside Scoop: How Two Real Guys Built a Business with a Social Conscience and a Sense of Humor. ISBN 978-05178837-0-9


1. How many fatalists does it take to screw in a lightbulb?
What does it matter? It's just going to burn out again anyway.
2. How many psychiatrists does it take to change a lightbulb?
Only one. But the bulb has to really want to be changed.
3. How many Harvard students does it take to screw in a lightbulb?
Just one. The student holds the lightbulb and the universe revolves around him.Lightbulb
4. How many bureaucrats does to take to change a lightbulb?
One hundred. One to change the bulb and 99 to write the environmental impact report.
5. How many mystery writers does it take to change a lightbulb?
Two. One to screw it in most of the way and another to give it a surprise twist at the end.
6. How many board meetings does it take to get a lightbulb changed?
This topic was resumed from last week's discussion but is incomplete pending resolution of some action items. It will be continued next week. Meanwhile...
7. How many college football players does it take to change a lightbulb?
One. And he gets three credits for it.
8. How many chiropractors does it take to change a lightbulb?
Only one. But it takes six visits.
9. How many Apple vice-presidents does it take to change a lightbulb?
That's proprietary information. The answer is available from Apple on payment of a license fee.
10. How many archaeologists does it take to screw in a lightbulb?
One team. But they'll label every piece of the old one, mark its location in the room and write a detailed description before determining that it was used to store cornmeal.
september 2016

A Modern Glossary for Workplace Survival

Power corrupts, and absolute power corrupts absolutely. Big deal. It's good to have some. Quite a few people can't manage it very well, but these tend to be egomaniacs with a thin shell of grandiosity. Unalloyed with ambivalence or conscience, it may also be evil. And although there are certainly evil people, the vast majority of harm is done by decent people convinced of the absolute correctness of their positions.

Reply All is why you may be fired some day

Revenge they say, is a dish served cold, It is also delicious raw, slow-cooked in a Dutch oven parboiled, baked and fricasseed.

Salary is what they pay wage slaves. Successful players receive compensation. That includes goodies that people who simply receive a salary know not of. When you hear that a beneficent executive has voluntarily decided to receive just one lone dollar in salary find out how many options and Restricted Stock Units he or she is receiving. It can be a nauseating sight.

to be continued

Stanley Bing
in the Wall Street Journal

Click here to visit the NFIB websiteWe are a proud member of the National Federation of Independent Business. For more information click on the logo.

The Cheshire Group is a full service Print and Digital Advertising Agency. We offer services for Web Site Development & Maintenance, Search Engine Marketing, Search Engine Optimization, Print and Digital Media Advertising, Brochures, Direct Marketing and Publicity. Our Cheshire Press division offers On-Demand print book and enewsletter publishing. Our book publications are available in print and digital versions

Marketing Lexicon.

Turning The Tables On Tough Luck.
Ten Lightbulb Jokes.
The ABC's of Business, Part IX.






"A Hangover is The Wrath of Grapes."

Dorothy Parker









"Some Ideas Are So Absurd that Only Intellectuals Believe Them."

George Orwell












"Hope Is The Mother of Fools."

Russian Saying











"There is No Excuse to be Bored. Sad, Yes. Angry, Yes. Crazy, Yes. But There is No Excuse for Boredom, Ever."

Charles Richards






"Build a better mouse-trap and the world will beat a path to your door."

Ralph Waldo Emerson

You can build it but they don't have to come. Let your market know the product is there.


THE BETTER MOUSE- TRAP helps you do it. To do it even better call The Cheshire Group at
978 475-1478 or visit us at:

Please send us an email and let us know your thoughts on The Better Mousetrap.
Your comments and questions are welcome.