Long before I started the More Cheese Less Whiskers podcast, there was the I Love Marketing podcast with Joe Polish. One of the most popular episodes we ever did was what we called “Yellow Pages Roulette.” Whenever the Yellow Pages would arrive, I’d text Joe—or he’d text me—and we’d schedule a time to hop on the phone and play the game.
Here's how it worked:
One of us would pick a random page number. We’d flip to that page in the Yellow Pages, and whatever business category was there—plumbing, roofing, aquariums, you name it—we’d brainstorm marketing ideas for that business. No prep. No notes. Just pure improv.
We’d ask, “What would we do if we owned this business?” and then run with it. Listeners loved it. I think it felt like marketing improv theater—flying without a net and thinking in real time about how to grow a business from scratch.
But eventually, I thought: You know what would make this even better?
Doing it with a real business owner—someone who could talk back to us, explain their challenges, and give live feedback as we work through ideas. That’s how the “case study” format for More Cheese Less Whiskers was born. It’s the same marketing brainstorm magic, but now the guest is a real business owner. And instead of just theoretical ideas, we’re solving real problems in real time.
And here's what I realized:
These episodes are incredibly educational for listeners. Not only are they essentially hearing a $2,500 consultation unfold live, but they also get to learn vicariously through someone else’s business challenges—often the same challenges they’re facing themselves.
It’s also fun and effortless for me as a host. These conversations come naturally. There’s no pitch, no pressure—just value and insight. Now, some people ask: "But aren't you giving away your best stuff for free?" And my answer is always the same:
You’re not giving anything away. You’re demonstrating.
By helping real people get real results, you’re doing the most effective kind of marketing there is—proof. You’re letting your prospects convince themselves that you’re the one who can help them too. That’s the true power of this format.
And that’s what More Cheese Less Whiskers is all about.