THE CHALLENGE
The cars weren't the opportunity. The people were.
It was a used-car business in a category where dealerships looked alike, sounded alike and made similar promises. I wanted to find something more meaningful than another advertising claim.
I saw something extraordinary in the potential of its 70 employees. What if the people themselves became the reason customers connected with the business?
THE BREAKTHROUGH
Start with humanity.
I began with discovery and the people behind the business. The opportunity wasn't to disguise a conventional dealership with a new logo. It was to build a business around compassion, character and the way people treated one another.
I created the name The KEY, developed the identity, mission, advertising, policies and physical environment, and led the work of changing its culture. I wrote, designed and even became the television spokesperson — somewhat against my will.
THE IMPACT
One dealership became four in six months.
The business expanded rapidly and obtained new or increased bank credit, according to my account of the project. Its employees became central to the story customers encountered, with press coverage documenting the idea behind the transformation.
The larger lesson? Sometimes the greatest competitive advantage is already working for you.
PRESS COVERAGE
How a city fell in love with a used-car lot.
Read the independent account of the thinking behind the transformation.
