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"More Cheese, Less Whiskers" - Marketing Masterclass

"More Cheese, Less Whiskers" - Marketing Masterclass

The "More Cheese, Less Whiskers" philosophy, developed and articulated by marketing experts Dean Jackson and Joe Polish, provides a foundational analogy for understanding customer behaviour.
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Responsible Ian Dibley
Last Update 11/10/2025
Completion Time 5 hours 15 minutes
Members 5
Basic
  • The Two Prime Directives: Get Cheese, Avoid Cats
    3Lessons · 45 mins
    • Theory – The Two Prime Directives: Get Cheese, Avoid Cats
      10 xp
    • Case Study – The Restaurant Email Campaign
    • Case Study – The Real Estate Postcard
  • The Strategic Framework – The 8 Profit Activators
    3Lessons · 45 mins
    • Theory – From Philosophy to Playbook
      10 xp
    • Case Study – "Clean Label" Marketing to Younger Audiences
    • Case Study – The "Got Milk?" Campaign
  • The "Before Unit" in Action – Attracting Your Ideal Customer
    3Lessons · 45 mins
    • Theory – Profit Activators #1, #2, & #3
      10 xp
    • Case Study – Mint.com's Content and Education Strategy
    • Case Study – The Cottage Cheese TikTok Revival
  • The Irresistible Offer – Engineering the "During Unit" Experience
    3Lessons · 45 mins
    • Theory – Profit Activators #4 & #5
    • Case Study – Dean Jackson's "Project Cyrus"
    • Case Study – The Zappos & Chewy Service Model
  • Building Lasting Value – Nurturing the "After Unit" Relationship
    3Lessons · 45 mins
    • Theory – Profit Activators #6 & #7
    • Case Study – The Starbucks Rewards Program
    • Case Study – Sephora's "Beauty Insider" Program
  • The Ultimate Leverage – Orchestrating Advocacy in the "After Unit"
    3Lessons · 45 mins
    • Theory – Profit Activator #8
    • Case Study – Harry's Shave Club Pre-Launch
    • Case Study – Provenance Storytelling at Di Bruno Bros.
  • Synthesis and Application – Conducting a "Cheese & Whiskers Audit"
    3Lessons · 45 mins
    • Theory – The Practical Audit Process
    • Case Study – Dove's "Real Beauty" Campaign
    • Case Study – Old Spice's "The Man Your Man Could Smell Like"