This paper examines change as a model for success in ethnography. In business vernacular, change is relative to difference, and difference is thought to add value and differentiate a brand as unique to consumers. This paper argues that change is not a byproduct of the need for differentiation, but rather, change creates value, in and of itself. Qualified anthropologists working in business can maintain a sense of difference from pseudo-ethnographers by incorporating change as a model. When qualified anthropologists succeed in ethnographic research it is because they are able to change with corporate clients, and translate cultural principles into practical issues. This paper concludes by calling for anthropologists to lead ethnographic change with their culturally-based insights, thereby informing clients and changing the way clients relate to ethnography.