Millennium Marketing Research®
Tom Schori DBA Millennium Marketing Research®, 808 Ironwood, Normal IL 61761, 309-532-8466

Reflections on 'building a better mouse trap.'

By Thomas R. Schori, Ph.D., and Michael L. Garee, Principals,  Millennium Marketing Research, 808 E. Ironwood, Normal, IL 61761-5239. Tel. 309-532-8466 -

NOTE: This article was also published in the Aug. 18, 1997, issue of American Marketing Association's Marketing News

You know the adage that goes, "build a better mouse trap and the world will beat a path to your door." Philosophically, at least, we believe there is some truth to this adage; you probably do as well. Realistically, though, there is a lot left unsaid in the statement.

If you’re an entrepreneur, or even an intrapreneur, chances are you’ve had more than your fair share of ideas for innovative products and/or services, "better mouse traps," if you will. Some were good, some not so good. Think back just on the good ideas. How much resistance did you encounter when you tried to tell sell these ideas to others? Were you ultimately successful in getting your ideas sold? We’ll bet you encountered substantial resistance and that most (if not all) of your good ideas died aborning through the sheer "wearing down" process you were forced to endure. Sort of puts a different light on the mouse trap adage, doesn’t it?

Keep this in mind: the one thing most people resist the most is change, any kind of change. Even when such change could very directly and very personally benefit them!

All of that said, then, is there a workable solution to this dilemma? You bet there is! It’s called marketing, and it’s a necessary ingredient for the ultimate success of virtually any product or service, no matter whom you’re attempting to sell.

Very few ultimately successful products or services were "overnight successes," even though arguably many were indeed classic "better mouse traps." For example, when the "horseless carriage" was first introduced it was met with scorn and derision. The computer "mouse" met with the same warm reception. So did the microwave. And even the copy machine. None of these things would last, said the naysayers of these now ubiquitous, essential products.

While it may be hard for you to imagine, even the products or services your company sells today quite likely were not immediate "hits." The sole reason any product or service is ultimately adopted on a widespread basis is because it is effectively marketed.

To those not in marketing, the whole process must at times seem part exacting science, part carnival sideshow. In truth, it sometimes is both. But, for products and services to gain a lasting acceptance among intended users, it’s far safer to lean more toward the exacting science end of the spectrum.

Several conditions must be met before a new product, service or idea can be successfully marketed and ultimately (it is hoped!) widely accepted by intended users:

  • Genuine need. Pet rocks and hula hoops notwithstanding, for a product or service to gain lasting acceptance, it must have some type of genuine value to the target user. In other words, there must be a genuine need (or perceived need) for the product or service by an identifiable market segment.
  • Unique appeal. While many, many products and services have attained success by imitating certain key characteristics of already successful products and services, nonetheless, a new product or service must at least convey the perception of possessing some degree of uniqueness. Image, positioning, advertising and promotion can all help shape this perception. Consider, for example, that most burger restaurants serve essentially the same fare, i.e., hamburgers, fries, soft drinks, but the unique "spin" each chain puts on its own products and services tends to provide needed differentiation, i.e., unique appeal.
  • Reaching the right people. No matter how brilliant your new product or service is, if you aren’t trying to sell it to the right people, you’re probably wasting your time and energy. Who are the right people? That depends. But as a general rule, of course, you’ll want to reach decision-makers. Pretty obvious, you say? Maybe not so obvious because the definition of decision-makers can¾ and often does¾ change depending upon the nature of the product, service or idea. Say, for example, that you had actually found a way for motor vehicles to run on water rather than gasoline. Which course of action to sell your invention would be best, to approach decision-makers in the petroleum industry or the "decision-makers" consisting of the driving public? In other words, approaching people who stand to lose from your new product, service or idea usually isn’t the best course of action from a marketing standpoint.
  • Be persistent. If you expect people to welcome you and your new product, service or idea with "open arms," you’re in for one heck of a LARGE disappointment! (Remember what we said about people innately resisting any kind of change.) So, if you are easily discouraged by rejection (and you should expect a lot of it!), chances are you won’t be anywhere near the next great product, service or idea to sweep the marketplace.
  • Make ‘em think it’s their idea. Anybody who has ever been in sales knows the best way to sell someone anything is to make the prospective buyer sell himself or herself. Another way of putting it is to make them think that buying was their idea all along, and the only role you played was facilitator!

Assuming all (or most) of these conditions are met, you can be assured that with appropriate, well-thought-out marketing tactics and strategies your "better mouse trap" stands a far better chance of ultimate success. No guarantees, you understand, but then again, life doesn’t offer many guarantees.