The document discusses how thinking small can be advantageous compared to always striving for large scale or size. It suggests dividing projects and budgets into smaller, more discrete chunks that are easier to accomplish. This allows for increased autonomy, focus, and accountability. Thinking small also enables greater precision, customization to specific groups, and the flexibility to adapt to changing environments and increased competition. Overall, the document advocates considering smaller ideas and approaches rather than always aiming for the biggest possible solution.

1. ERNET OPERAT ES A LOT LIKE
THE INT
THE MUSIC VIDEO FOR KARMA PO
LICE

2. IT STALKS US AT A PREDATORY PACE
SHINING ITS BLINDING
BEAM OF COMPETITIO
N

3. TO SURVIVE YOU NEED THE GUTS
TO
STARE IT DOWN

4. YOU MUST THINK QUICK
AND FIGHT BACK WITH SOMETHING AWESOME

5. “
The customer used to get their content in physical stores, and
then it changed to by-mail and kiosks. We’re building out all
those platforms, and it doesn’t happen overnight. Like I said,
it’s remodeling a house: it’s not easy, it’s not cheap, and it’s
not fast.”
SIZE DOES MATTER

6. ?
WHO SAID IT?
SIZE DOES MATTER

7. JIM KEYES
CEO, Blockbuster
SIZE DOES MATTER

8. 200
NETFLIX 100
0
50
BLOCKBUSTER
100
OCT 09 OCT 10
SIZE DOES MATTER

9. THE ARGUMENT, THEN?
SIZE DOES MATTER

10. STOP THINKING BIG.
SIZE DOES MATTER

11. We implore you:
THINK SMALL.
SIZE DOES MATTER

12. SIZE DOES MATTER
Clay Parker Jones & Alexander Chung

13. SMALL DIFFERENCES

14. “
IT IS PRECISELY THE MINOR
DIFFERENCES IN PEOPLE WHO
ARE OTHERWISE ALIKE THAT
FORM THE BASIS OF FEELINGS
OF HOSTILITY BETWEEN THEM.
Sigmund Freud
SIZE DOES MATTER

15. SIZE DOES MATTER

16. SIZE DOES MATTER

17. SIZE DOES MATTER

18. It’s our tendency to view communities we inhabit as
exceptional, even when they’re not.
SIZE DOES MATTER

19. If we’re willing to go to war over the interpretation of words
in a book, we’re likely to dismiss a marketing idea that doesn’t
recognize what makes us special.
SIZE DOES MATTER

20. Build experiences that recognize the things that distinguish
one community from an outwardly similar Other.
SIZE DOES MATTER

21. FRIDGES

22. “
ANY CUSTOMER CAN HAVE
A CAR PAINTED ANY COLOR
THAT HE WANTS...
SO LONG AS IT IS BLACK.
Henry Ford
SIZE DOES MATTER

23. GAIN
Q2 Profit, BN
Panasonic
84 ¥
LOSS
¥
52
SIZE DOES MATTER

24. The Economist
“
In Indonesia, Panasonic found that fridges need big
compartments to store lots of two-litre water bottles:
Indonesians boil water to purify it in the morning and then
place it in the fridge to cool.”
SIZE DOES MATTER

25. Energy Efficient A/C A/C With Cool Housing
INDIA
& CHINA
SIZE DOES MATTER

26. Products developed in Japan
Panasonic
2009 2010
SIZE DOES MATTER

27. It’s less expensive today to create products that are
customized per a region, country, or individual.
SIZE DOES MATTER

28. Create experiences that are particular, taking into account
what customers need and want. And don’t be afraid to have
them do the designing for you.
SIZE DOES MATTER

29. Henry, we’ve got it from here.
SIZE DOES MATTER

30. FIELD
MICE

31. “
BODY SIZE IS THE MOST
IMPORTANT TRAIT OF AN
ORGANISM, FUNDAMENTALLY
INFLUENCING ITS ABILITY TO
SURVIVE AND REPRODUCE.”
Lomolino & Perault, Conservation Biology
SIZE DOES MATTER

32. -15 %
SIZE DOES MATTER

33. Habitats for everything – ideas included – are shrinking by
the day. In some industries, they’re shrinking by the hour.
And the mouse that eats lives to see the next one.
SIZE DOES MATTER

34. When competition for resources becomes fierce, smaller
budgets and tighter focus rule the day.
SIZE DOES MATTER

35. Pay for focus and targeting. Otherwise, don’t pay.
SIZE DOES MATTER

36. FIJI

37. “
EVERY ACTION THAT IS NOT
CUSTOMARY IS EITHER WRONG
OR, IF IT IS RIGHT, IS A
DANGEROUS PRECEDENT.
F.M. Cornford
SIZE DOES MATTER

38. “
IT FOLLOWS THAT NOTHING
SHOULD EVER BE DONE FOR
THE FIRST TIME.
F.M. Cornford
SIZE DOES MATTER

39. How easy is it to build a methodology in your environment?
SIZE DOES MATTER

40. FIJI
AUSTRALIA CHILE
2,000 MILES 7,000 MILES
SIZE DOES MATTER

41. GODFREY BALDACCHINO
FIJI
CONSTRAINTS
SIZE DOES MATTER

42. FIJI
WIDER AUDIENCES
CURSED BY DEPENDANCE, LIMITED ACCESS AND ISOLATION
TRADE AGREEMENTS RESOURCES
SOLUTIONS
SIZE DOES MATTER

43. FIJI
VALUE PROPOSITIONS
THEY STEAL, EXTEND AND REFRAME
TALENT RELATIONSHIPS
SIZE DOES MATTER

44. If we limit the number of variables within a project, team
members have more time to incubate on resourceful
solutions. Take away scope and increase autonomy.
SIZE DOES MATTER

45. Daydream about Fiji.
SIZE DOES MATTER

46. POVERTY

47. “
THERE IS TREMENDOUS
VARIATION IN THE WORLD THAT
WE OFTEN OVERLOOK.
Hans Rosling
SIZE DOES MATTER

48. $1 $10 $100
AFRICA

49. $1 $10 $100
OECD
AFRICA

50. $1 $10 $100
LATIN AMERICA OECD
AFRICA

51. $1 $10 $100
EASTERN EUROPE
LATIN AMERICA OECD
AFRICA

52. $1 $10 $100
EAST ASIA
EASTERN EUROPE
LATIN AMERICA OECD
AFRICA

53. $1 $10 $100
SOUTH ASIA
EAST ASIA
EASTERN EUROPE
LATIN AMERICA OECD
AFRICA

54. That doesn’t paint a very clear picture, does it?
SIZE DOES MATTER

55. 4 million people use Foursquare. Who cares?
SIZE DOES MATTER

56. JUNE 20TH 2010
3593 CHECKINS
12:30 PM
4:00 AM 8:00 AM 12:00 PM 4:00 PM 8:00 PM 12:00 AM 4:00 AM
SIZE DOES MATTER

57. Once we start thinking smaller, sponsors will be happier
giving us money and results will be easier to measure.
SIZE DOES MATTER

58. MICRO
FINANCE

59. Segment project into discrete objectives
Definition
OBJECTIVE
PROJECT OBJECTIVE
OBJECTIVE
SIZE DOES MATTER

60. Agree on success metrics for each objective
Negotiation
AGENT SPONSOR
OBJECTIVE PAYMENT TERMS
OBJECTIVE PAYMENT TERMS
OBJECTIVE PAYMENT TERMS
SIZE DOES MATTER

61. Loan money and complete objectives
Spend
OBJECTIVE LOAN
AGENT SPONSOR
PAYMENT TERM OBJECTIVE
SIZE DOES MATTER

62. ! AN IDEA
IMAGINE BUDGETS
OPERATED UNDER A
MICRO-FINANCING MODEL.
SIZE DOES MATTER

63. Sponsors can determine the aggregate rate of return on their
investment by viewing performance of their numerous loans.
SIZE DOES MATTER

64. It would also help an organization see where it’s most
effective at spending money.
SIZE DOES MATTER

65. BANNER
ADS

66. INCENTIVES
INTERACTIVITY
EMOTIONAL APPEAL
ANIMATION
SIZE DOES MATTER

67. Impact of content and design elements on banner ad CTR, 2003
The Journal of Advertising Research
INCENTIVES INTERACTIVITY EMOTIONAL APPEAL ANIMATION
12 12 12 12
10 10 10 10
8 8 8 8
6 6 6 6
4 4 4 4
2 2 2 2
0 0 0 0

68. VIOLIN

69. “
BE PRECISE. A LACK OF
PRECISION IS DANGEROUS
WHEN THE MARGIN OF
ERROR IS SMALL.
Donald Rumsfeld
SIZE DOES MATTER

70. Just for fun, Rummy also said...
SIZE DOES MATTER

71. “
DEATH HAS A TENDENCY TO
ENCOURAGE A DEPRESSING
VIEW OF WAR.
Donald Rumsfeld
SIZE DOES MATTER

72. “
OSAMA IS EITHER ALIVE AND
WELL OR ALIVE AND NOT TOO
WELL OR NOT ALIVE.
Donald Rumsfeld
SIZE DOES MATTER

73. “
NEEDLESS TO SAY, THE
PRESIDENT IS CORRECT.
WHATEVER IT WAS HE SAID.
Donald Rumsfeld
SIZE DOES MATTER

74. “
I’M NOT INTO THIS DETAIL
STUFF. I’M MORE CONCEPTY.
Donald Rumsfeld
SIZE DOES MATTER

75. Okay. Back to the concepty stuff.
SIZE DOES MATTER

76. BUSKER
METRO STATION

77. $32

78. JOSHUA BELL

79. 4 YEARS OLD
JOSHUA BELL
Made a guitar out of rubber bands.

80. 14 YEARS OLD
JOSHUA BELL
Appeared as a soloist with the Philadelphia
Orchestra.

81. 18 YEARS OLD
JOSHUA BELL
Debuted at Carnegie Hall.

82. 40 YEARS OLD
JOSHUA BELL
Sold out Boston Symphony Hall at $100 a seat.

83. Without the right framing, most digital initiatives will suffer
the same fate as a virtuoso busking at a train station.
SIZE DOES MATTER

84. Don’t be happy with waste.
IF YOU THROW MONEY IN

85. OUTCOME LEVEL ONE
OUTCOME LEVEL TWO JOSHUA BELL; LOC: METRO STATION
OUTCOME LEVEL THREE
OUTCOME LEVEL FOUR
JOSHUA BELL; LOC: CARNEGIE HALL

86. OUTCOME LEVEL ONE
OUTCOME LEVEL TWO MAKE SURE IT DOESN’T END UP HERE
OUTCOME LEVEL THREE
OUTCOME LEVEL FOUR

87. MEDIA

88. “
POPULAR CULTURE HAS, ON
AVERAGE, GROWN MORE
COMPLEX AND CHALLENGING
OVER THE PAST THIRTY YEARS.
Steven Berlin Johnson
SIZE DOES MATTER

89. Dragnet Sopranos
I Love Lucy Seinfeld
SIZE DOES MATTER

90. Market Share
Selected News Properties
60%
NEWSPAPERS
50%
-9.2%
40%
NETWORK TV NEWS
30%
+100.5%
20% -26.3%
NATIONAL PUBLIC RADIO
10%
0%
SIZE DOES MATTER

91. But scale isn’t everything.
SIZE DOES MATTER

92. “
BECAUSE WE ARE A PREMIUM
PRODUCT [+$100 ANNUAL
SUBSCRIPTION] WE HAVE A
VERY DIFFERENT MODEL THAN
MOST PUBLISHERS.
Alan Press, The Economist
SIZE DOES MATTER

93. ALAN PRESS, THE ECONOMIST
“
The reality is that there is a growing demand among the
educated for intelligent news, analysis and entertainment
that challenges, amuses and informs.
SIZE DOES MATTER

94. Health Indicators, 2009
The Economist
6% Growth
CIRCULATION PROFITS
1.4 MM $92 MM
26% Growth
SIZE DOES MATTER

95. How much money does your app make with 1.4MM users?
SIZE DOES MATTER

96. Seriously, scale isn’t everything.
SIZE DOES MATTER

98. DESIGN FOR THE THINGS
THAT MAKE COMMUNITIES
UNIQUE AND SPECIAL.
SIZE DOES MATTER

99. DESIGN AND PRODUCE
MULTIPLE VERSIONS THAT
APPRECIATE LOCALITY.
SIZE DOES MATTER

100. BE LIKE THE FIELD MOUSE.
GET SMALLER AS WHEN
COMPETITION INCREASES.
SIZE DOES MATTER

101. USE SMALLNESS AND RARITY
TO CREATE DIVERGENCE.
SIZE DOES MATTER

102. BREAK UP BUDGETS INTO
SMALLER CHUNKS AND
JUDGE INDIVIDUALLY.
SIZE DOES MATTER

103. CREATE INNOVATION FUNDS
WITH ACCOUNTABLE SPONSORS
AND DISCRETE GOALS.
SIZE DOES MATTER

104. DON’T TRY SO HARD.
SIZE DOES MATTER

105. REJECT WASTE.
SIZE DOES MATTER

106. STICK WITH WHAT MAKES
YOU DIFFERENT. AND DON’T
BE AFRAID OF A SMALL AUDIENCE.
SIZE DOES MATTER

107. THINK SMALL

108. STOP THINKING BIG.
SIZE DOES MATTER

109. We repeatedly solve for problems that are too big for us.
SIZE DOES MATTER

110. Every idea can be divided into smaller and
easier-to-solve particles.
SIZE DOES MATTER

111. When it comes time to take action, your job is to assemble
these particles or, simply, allow a forum for them to co-exist.
SIZE DOES MATTER

112. Small ideas that, when brought together, solve problems
greater than the sum of their parts.
SIZE DOES MATTER

113. W HEN HE PULLS A KNIFE
YOU PULL A GUN
SIZE DOES MATTER

114. We implore you:
THINK SMALL.
SIZE DOES MATTER