<P> In 1999, Who Moved My Cheese Inc was founded to handle the Who Moved My Cheese? book order demands from businesses . In 2005, the company was reorganized as Spencer Johnson Partners with the idea of bringing in partners and additional content from Dr. Spencer Johnson, the author . Spencer Johnson Partners focused on creating additional programs and services that would continue to help clients navigate change, including Gaining Change Skills . Then, in 2009, the company was purchased and renamed Red Tree Leadership . </P> <P> In the corporate environment, management has been known to distribute this book to employees during times of "structural reorganization", or during cost - cutting measures, in an attempt to portray unfavorable or unfair changes in an optimistic or opportunistic way . This has been characterized by Barbara Ehrenreich in her book Bright - sided: How the Relentless Promotion of Positive Thinking Has Undermined America as an attempt by organizational management to make employees quickly and unconditionally assimilate management ideals, even if they may prove detrimental to them professionally . Ehrenreich summarizes its message as "the dangerous human tendencies to' overanalyze' and complain must be overcome for a more rodentlike approach to life . When you lose a job, just shut up and scamper along to the next one ." </P> <P> Dilbert cartoonist Scott Adams said that patronizing parables are one of the top 10 complaints he receives in his email . Scott Adams' retort to the message in the parable is that it is a "patronizing message for the proletariat to acquiesce". </P> <P> Three more criticisms can be phrased as: </P>

Who moved my cheese on the basis of understanding write message you got