She then gave them five-second and two-second clips, again, with no sound, and the results were similar to the longer ones. The psychologist gave students three ten-second clips of a teacher-with no sound-and found that they had no trouble coming up with a rating of the teacher's effectiveness. A psychologist wanted to see how long it took someone to make a judgment about a teacher's effectiveness. Gladwell writes about one research study that is emblematic of the thin-slicing approach. Typically, some decisions are deliberated over, such as inviting a coworker to a party, while others are more spontaneous and unconscious, such as whether to argue with someone or determine whether someone will be a good teacher or employee. Gladwell discusses a part of the brain called the adaptive unconscious, which helps us to survive in a world in which split-second decisions can mean life or death.ĭecisions can be made at both the conscious and unconscious level. Research on the brain and neuropsychology has blossomed in recent years. It's in those first two seconds, Gladwell writes, that Blink is interested in. It's a visceral, palpable feeling that they experience in the first few seconds, which often can't be described in words. The best experts are often fooled, except for a strange, "intuitive repulsion" that they feel around the fake. His latest work is titled Blink: The Power of Thinking Without Thinking, and it intimately describes, in a highly engaging manner, what thin-slicing is all about.īlink starts with describing how difficult it can be for art experts to identify a well-done fake in the art world. The book has been called one of the most influential books of the decade. His first book, The Tipping Point, has sold over a million copies. Malcolm Gladwell has been called a marketing god. If you don't know what thin-slicing is, what it means, and how it works-then read on. They are rapidly deciding, often unconsciously, whether your message is credible, whether you can be trusted, and whether they should take your call, read your collateral or browse your Web site.
Right now, your customers are thin-slicing your offerings, your Web site, and your marketing communications.
You are quickly judging, often in seconds, whether it's worth reading on. You are probably "thin-slicing" this article right now.
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