This is Article four of six in a series of lessons for small business marketers from Malcolm Gladwells Blink.

Here in Chapter Four of Blink Gladwell uses the lessons of a seasoned, brilliant Marine Corps officer and an improv troupe to prove a key component of spontaneity: practice.

To quote page 114: How good people's decisions are under the fast-moving, high-stress conditions of rapid cognition is a function of training and rules and rehearsal. Then further, on page 119: allowing people to operate without having to explain themselves constantly turns out to be the rule in improve. It enables rapid cognition.

The lesson small business owners can take away from this chapter is clear. Train, practice, and let your people in the field make decisions based on what their training has prepared them for.

The Big Victory is that of a seasoned expert, Paul Van Riper, over a larger team armed with computers and data and, in essence, a much bigger budget. But isn't this what you go up against all the time as a small business marketer? You have expertise in your industry, experience with your customers, and passion. The Big Guys have much more money and databases and advertising agencies. But if this chapter shows us anything, it reveals the surprising results an expert--the combat-seasoned Marine, Van Riper--can accomplish using his own expertise and a well-prepared team that is allowed to do what they've been trained for.

This is a chapter that is worth highlighting and pulling down from your marketing bookshelf, especially during those days when you are so discouraged about your own battle with the big guys. Remember, you've assets they don't have--your experience and your employees.

Here is a link to some more questions on Chapter Four, from Malcolm Gladwell's site: http://www.gladwell.com/blink/guide/chapter4.html

Remember: Brand (who you are) + Package (your Face to the Customer) + People (customers and employees) = Marketing Success.

2006 Marketing Hawks