Gareth Kay talks about the death of thinking big and the power of small ideas.

1. Think Small.

4. The bigger, the better

5. BIG ideas

7. BIG audiences

8. Big isn’t working
“In most categories, a brand’s market share is
stationary”
4 out of 5 categories seen as increasingly homogeneous
Less than 1 in 10 ads seen as different
3 x $ spent on price cutting as on brand building in CPG
Source: Andrew Ehrenberg; Copernicus Consulting; McKinsey

9. We’ve confused the
end with the means

10. It’s time for small.

11. Small
Why small matters
What small ideas look like
How to think, and make, small

12. Small
Why small matters

13. 1. Big problems don’t
need big solutions

17. 2. ‘Small’ culture

19. "Square is elegant. The user's flow
through payment or application has been
reduced to the fewest possible steps; the
app has minimal features. He espouses a
tremendously attractive belief that good
industrial design wins customers' trust by
disappearing."

20. In an increasingly
well designed world,
it’s small things that
make the big difference

21. 3. Small is good
for business

23. ‘From suck to non-suck’
Pixar

24. “The bigger you get, the
smaller you have to act”
Andy Spade

25. Small
Why small matters
What small ideas look like

26. 1. They’re in the
service of people

27. They build bridges

29. 2. They remove
friction

34. Elegant solutions
trump elegant things

36. 3. One of many

37. “Any idea is dangerous if it’s a
person’s only idea”
A culture full of depth and complexity
The rule of 5%
New economics

39. Google
Books
Blogspot
Youtube
Google
Google Google Scholar
411 Search
Google
Docs
Organize the
world’s information
Google and make it
Shopping universally
accessible and Google
useful. labs Chrome
Browser
Google
Maps Google.org
Google
sketch Fossil fuel
Challenge
Source: John Grant, ‘The Brand Innovation Manifesto’

42. High frequency, low value,
semi-predictable rewards

43. 4. They do,
don’t say

44. Stop communicating a
product and start making
communication products

45. Listen to the music

51. 5. Small ideas
build long ideas

53. a ll
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57. Veatrice
+127K
FACEBOOK IMPRESSIONS
+307K Royals
TEXTS, CALLS
AND EMAILS

59. Band
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SUBMITTED
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64. The long campaign
Co-creation and participation
Lots of small bets
Coherence
Ideas you advertise
First iteration is the beginning not end
Paid media creates more media

65. Small
Why small matters
What small ideas look like
How to think, and make, small

68. Build brands from
the bottom up
not the top down

69. Be useful,
entertaining,
interesting and
playful in the
service of people

70. Make communication
strategy learn from
UX design

71. Doing something leads
to something interesting

72. Strategists need
to tinker

73. Make communication products,
not PowerPoint

76. Build a culture of
experimentation
not planning

77. Communications
R&D

78. Eradicate the
pointless quest for
perfection

79. “The show doesn’t
go on because it’s
ready; it goes on
because it’s 1130”
Lorne Michaels

80. Be rewarded for
good behavior

81. Break the tyranny of big

82. Embrace small

84. Hack culture

85. “If you don’t like change,
you’re going to like
irrelevance even less”
Gen. Eric Shinseki

86. Thank you
@garethk