Key Insights

Pick Up That Cigarette Butt!

In his popular 2005 book Blink: The Power of Thinking Without Thinking Malcolm Gladwell introduced the mainstream to thin-slicing – the concept that choices often seem to be made in an instant – in the blink of an eye – that things actually aren’t as simple as they seem. These are very quick inferences about the state, characteristics or details of an individual or situation a made with minimal amounts of information. Judgments based on thin-slicing can be as accurate, or even more accurate, than judgments based on much more information. The idea provides a good glimpse into the power of the subconscious.

God is in the details.

When it comes to crafting an effective marketing and sales strategy, respecting the role the subconscious plays is vital. As the saying goes, god is in the details. Details matter, and whatever you’re doing should be done thoroughly and with attention to detail.

At Key we remind ourselves constantly that the subconscious makes decisions on our behalf…on the smallest of details. We work hard to attain a level of execution that creates a brand experience with the home buyer that can be summed up with the phrase – “You had me at hello”. We can’t stress enough, hello happens again and again in a campaign – seeing an ad, reading an email, approaching the sales centre, talking to a project representative on the telephone, etc…there are literally hundreds of steps and touch points involved in successfully bringing a project to market.

You had me at checklist.

We have a checklist that we reference for each stage of the marketing and sales campaign. Checklist are powerful tools. These checklists help prevent silly mistakes that, while minor on the surface, when repeated can add up and lead to death-by-a-thousand cuts. A project bleeds out because small mistakes or lazy efforts register a negative message to the subconscious. In a competitive, normalized market it’s often the project that minimizes mistakes and negative impressions that come out ahead.

It’s ultimately about strong brand stewardship. It’s why at any of our client’s presentation centre sites you might find a member of the key staff picking up a discarded cigarette butt. Because that one small cigarette butt has the potential to register in the subconscious as a negative, a small cut that get in the way of success.