| This is Article two of six in a series of lessons for | | | | simply operating on automatic pilot, and the way we |
| small business marketers from Malcolm Gladwell's | | | | think and act--and how well we think and act on the |
| Blink. | | | | spur of the moment--are a lot more susceptible to |
| Chapter Two in Blink is titled "The Locked Door: The | | | | outside influences than we realize." |
| Secret Life of Snap Decisions". Remember, we review | | | | We, as small business owners and marketers, can |
| this book with the small business owner/marketer in | | | | prime the way our customers see us. |
| mind. Our goal is to stimulate you to uncover some of | | | | It's important to understand not so much how this |
| the marketing applications the ideas in Blink hold for | | | | process happens, as that is does happen. That's why |
| your small business. So, while we recommend you | | | | for years small shop owners have brewed free |
| read the entire chapter, we are focusing on Section | | | | coffee for their customers, and welcomed them with |
| One: "Primed for Action". | | | | a smile and by name to their stores. These very |
| For those of you who have read Gladwell's first book, | | | | simple acts can and do have enormous impacts on |
| The Tipping Point, you are familiar with his concept of | | | | the customer's attitudes. |
| the "power of context". See some of our earlier | | | | If your employees don't know the name, at least they |
| articles on this important topic. Well, in this section of | | | | can smile. Wal-Mart greeters supply you with a cart |
| Blink Gladwell again demonstrates on pp. 56-58 how | | | | and a smile--and some recognition. |
| important "priming" a human being can be. Just read | | | | By the way, there is an excellent on-line reading |
| these pages regarding how very, very simple | | | | companion to Blink at Malcolm Gladwell's site. Here's a |
| suggestions can change a person's attitude. | | | | link to the beginning of the "Reading Guide": |
| Gladwell has a great quote on p. 58: | | | | Next article: Chapter Three of Blink. |
| "The results from these experiments are, obviously, | | | | Remember: Brand (who you are) + Package (your |
| quite disturbing. They suggest that what we think of as | | | | Face to the Customer) + People (customers and |
| free will is largely an illusion: much of the time, we are | | | | employees) = Marketing Success. |