A Case for Change

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A Case for Change
“Who Moved my Cheese?”

(1) In the story, “Who Moved My Cheese?” by Spencer Johnson, the characters Sniff and Scurry represent Novo. Novo is the competitor of Eli Lilly in the development of the insulin pen for diabetics. Novo sees the insulin market as a New Cheese World- full of opportunity. Novo’s development scientists had been working on substitute delivery systems for a long time. They were looking ahead, expecting new competition to come along, and that is why they purchased a medical device company. The medical device Company specialized in liquid delivery systems, which helped them to introduce the first alternate insulin delivery device; a device which was more convenient to the patients than using a syringe. Novo (Sniff and Scurry) see the market as a competition, and it was striving to expend and take over the United States diabetes market.

(2) Hem and Haw represent Eli Lilly. William Myers represents the character Ham. On the other hand, Hem represents the product team and the executive team. Myers sniffs out that there needs to be a change in the insulin market, a change that would make things more convenient to deliver insulin. Just as Ham was getting tired of waiting for their situation to improve and took an action, Myers saw an opportunity with Mike Epstein. Myers (Ham) believed that Epstein has a vast knowledge in the insulin business and would be able to help them to reach A New Cheese Land.

Eli Lilly (Haw) saw the market form a different perspective. Eli Lilly’s team and the executive committee (Hem) had a discussion about introducing a pen in Europe the following year, instead of taking an action immediately. Eli Lilly was more focused on the attributes of the company than of putting patients’ convenience ahead. Eli Lilly was in the comfort zone just like Hem and Haw were. Not in a hurry to change things right away and not looking out for the competitors. In the story, “Who Moved My Cheese?” unlike opposite of...
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