| This is Article four of six in a series of lessons for | | | | isn't this what you go up against all the time as a small |
| small business marketers from Malcolm Gladwell's | | | | business marketer? You have expertise in your |
| Blink. | | | | industry, experience with your customers, and passion. |
| Here in Chapter Four of Blink Gladwell uses the | | | | The Big Guys have much more money and |
| lessons of a seasoned, brilliant Marine Corps officer | | | | databases and advertising agencies. But if this chapter |
| and an improv troupe to prove a key component of | | | | shows us anything, it reveals the surprising results an |
| spontaneity: practice. | | | | expert--the combat-seasoned Marine, Van Riper--can |
| To quote page 114: "How good people's decisions are | | | | accomplish using his own expertise and a |
| under the fast-moving, high-stress conditions of rapid | | | | well-prepared team that is allowed to do what they've |
| cognition is a function of training and rules and | | | | been trained for. |
| rehearsal." Then further, on page 119: "...allowing people | | | | This is a chapter that is worth highlighting and pulling |
| to operate without having to explain themselves | | | | down from your marketing bookshelf, especially during |
| constantly turns out to be the rule in improve. It enables | | | | those days when you are so discouraged about your |
| rapid cognition." | | | | own battle with the big guys. Remember, you've |
| The lesson small business owners can take away | | | | assets they don't have--your experience and your |
| from this chapter is clear. Train, practice, and let your | | | | employees. |
| people "in the field" make decisions based on what | | | | Here is a link to some more questions on Chapter |
| their training has prepared them for. | | | | Four, from Malcolm Gladwell's site: |
| The "Big Victory" is that of a seasoned expert, Paul | | | | Remember: Brand (who you are) + Package (your |
| Van Riper, over a larger team armed with computers | | | | Face to the Customer) + People (customers and |
| and data and, in essence, a much bigger budget. But | | | | employees) = Marketing Success. |