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15 March 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 72nd 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."


From time to time, a lady we know goes down to the sea in ships...well not ships exactly. She goes down to the sea in sailboats, and she goes with her husband. He is captain, she is crew.
     "Always eat the best thing first," is her only advice about sailing. "Then the next day," she continues, "look at what you have in the galley and eat the best thing that you see. This way you are always eating the best thing you have."
     Makes sense to us—you simply act on your first, best instinct. It's like taking the Regent's Exam.
     Every semester, every New Your State high school student took a Regent's Exam in every major subject; back when we were in high school in Brooklyn. These were standard tests that allowed the state to measure differences, gauge performance and project trends. In theory, at least, the tests gave every student the same chance.
     New Your State kids learned a lot about taking exams. Twenty or thirty years after graduation, former students from Brooklyn to Buffalo can still recite test taking strategies that their teachers taught.
     "On the multiple choice parts," goes the advice, "take the first answer that occurs to you. Your first answer is almost always right. If you don't know an answer, skip the question. Answer all the questions you know, then go back and work on the ones you don't. Never, never, never change an answer. If you do you will almost invariably change from right to wrong."
     Why leave good advice like that at the classroom door? Learn to trust your first instincts when you are marketing your products or positioning your services. Your initial ideas for an advertising campaign or marketing effort or a new product are almost always the best ideas. Why? Because they come from your deep unconscious. The place where your gut says it's right.
     The first response—the gut response—always bears listening to. You don't even have to act on it right away. If the steam worries you, you could let that hot little response cool off for a time while you do nothing. But don't let the impulse get away altogether. Remember that your first instinct is usually correct. The thing that looks best to you, usually is the best. Learn to trust your first response and you'll learn to trust yourself.



This is a close approximation of the logo of Boston's MFA logoMuseum of Fine Arts. It is a strong and compelling identity because it draws the viewer in and makes him work to create the design in his own mind. The logo makes use of the principle of closure—the natural human tendency to try to close gaps in order to complete forms that are perceived as unfinished. A closed shape is static. It leaves nothing for the viewer to do so it can be boring. An open shape, however, invites human participation. It asks you to become involved.
     By positioning the initials "mfa" at the lower edge of the red square, which the designer wisely made bright, warn red, and by allowing the letters to bleed out of the square, the logo causes themfa block viewer's eye to fill in the missing elements. It projects an element of tension. The eye must work to complete the image. And in making that effort the viewer stays with the image a few seconds longer.
     Can you use the principle of closure to strengthen your corporate communications? If you already have a logo, can you use it in a brochure or newsletter?


Usha Lee McFarland is a science writer whose funny article "Is That Blood Negative or Affirmative?" turned up in The Boston Globe many years ago. McFarland said that she'd gathered the collection of malapropisms off the Internet.

     "Water is composed of two gins. Oxygin and Hydrogin. Oxygin is pure gin. Hydrogin is gin and water."
      "To collect the fumes of sulphur, hold a deacon over a flame in a test tube."
     "The pistol of a flower is its only protection against insects."
     "The tides are a fight between the earth and the moon. All water tends towards the moon because there is no water in the moon, and nature abhors a vacuum. I forget where the sun joins in this fight."
    " Equator: a menagerie lion running around the earth through Africa."
     "The moon is a planet just like the Earth, only it is even deader."
     "Magnet: something you find crawling all over a dead cat."
      "Vacuum: a large empty space where the pope lives."
     "A supersaturated solution is one that holds more than it can hold."

     "The alimentary canal is located in the northern part of Indiana." "To remove dust from the eye, pull the eye down over the nose."
     "The skeleton is what is left after the insides have been taken out and the outsides have been taken off. The purpose of the skeleton is something to hitch meat to." "For a nosebleed put the nose much lower than the body until the heart stops."
      "For fainting: rub the person's chest or if it is a lady, rub her arm above the hand instead. Or put the head between the knees of the nearest medical doctor."
     "For asphyxiation: apply artificial respiration until the patient is dead."
     "The body consists of three parts—the branium, the borax and the abominable cavity. The brainium contains the brain, the borax contains the heart and lungs, and the abominable cavity contains the bowls, of which there are five. A. E. I. O. and U."      

A Modern Glossary for Workplace Survival

Winning is great for people who believe that they are playing a game. Quite a few do, but it's a limited analogy. A game is a structured activity, defined by rules, determined probabilities and skill. The world of business does share some of those characteristics, but at its heart, it is an arbitrary pageant of rampaging human folly, interpersonal manipulation and occasional grandeur. All central decisions—no matter how they may seem based on metrics and analysis—are, at the moment of their birth, irrational, visceral, a leap into the void. So don't play solely to win. Play to make something grow. And if you win a lot along the way, so much the better for you and all who rely on your wisdom, creative spirit and money.

Workaholics are not people who work hard. Workaholics are people who replace life with the appearance of work. Much of what the workaholic does isn't work per se. It's activity—Brownian motion. Up to a certain point, workaholics must be pitied, for they are the prototypical victims of their own success. After that, they're just crazy people getting between you and your dinner, kids and poker games.


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

Putting First Things First.

Let Your Viewer Participate in Your Image.
Wisdom From the School Room.
The ABC's of Business, Part XI.






"The Risk of a Wrong Decision is Preferable to the Terror of Indecision."










"Patience is passion tamed."

Lyman Abbott












"Give a Man a Fish and You Feed Him For a Day, Teach a Man to Fish and you Feed him for a Lifetime."












"A wise man will make more opportunities than he finds."

Francis Bacon



"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:

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Your comments and questions are welcome.