Think small

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

We’ve confused the
end with the means

Small

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

1. Big problems don’t
need big solutions

"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."

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

3. Small is good
for business

‘From suck to non-suck’

Pixar

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

Small

Why small matters
What small ideas look like

1. They’re in the
service of people

Elegant solutions
trump elegant things

“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

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’

“Like any company we require a
profit to stay in business. But it is not
the reason we are in business. The
thing that has not changed from day
one is the desire to make people
think about the world we live in.
This is, and always will be, why
we are in business.”
Dave Hieatt

Photo: Andrew Hovells
(aka Northern Planner)

High frequency, low value,
semi-predictable rewards

Stop communicating a
product and start making
communication products

Stock Stock Stock Stock Stock Stock

5. Small ideas
build long ideas

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Veatrice

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FACEBOOK IMPRESSIONS

+307K Royals
TEXTS, CALLS
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Band

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SUBMITTED
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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

Build brands from
the bottom up
not the top down

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

Make communication
strategy learn from
UX design

Doing something leads
to something interesting

Make communication products,
not PowerPoint

Build a culture of
experimentation
not planning

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

Be rewarded for
good behavior

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

Think small

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