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Gareth Kay Think Small | MDW August 2011
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Gareth Kay Think Small | MDW August 2011

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

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

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Transcript

  • 1. Think Small.
  • 2. The bigger, the better
  • 3. BIG ideas
  • 4. BIG audiences
  • 5. Big isn’t working“In most categories, a brand’s market share isstationary”4 out of 5 categories seen as increasingly homogeneousLess than 1 in 10 ads seen as different3 x $ spent on price cutting as on brand building in CPGSource: Andrew Ehrenberg; Copernicus Consulting; McKinsey
  • 6. We’ve confused theend with the means
  • 7. It’s time for small.
  • 8. SmallWhy small mattersWhat small ideas look likeHow to think, and make, small
  • 9. SmallWhy small matters
  • 10. 1. Big problems don’t need big solutions
  • 11. 2. ‘Small’ culture
  • 12. "Square is elegant. The users flowthrough payment or application has beenreduced to the fewest possible steps; theapp has minimal features. He espouses atremendously attractive belief that goodindustrial design wins customers trust bydisappearing."
  • 13. In an increasingly well designed world, it’s small things thatmake the big difference
  • 14. 3. Small is good for business
  • 15. ‘From suck to non-suck’ Pixar
  • 16. “The bigger you get, thesmaller you have to act” Andy Spade
  • 17. SmallWhy small mattersWhat small ideas look like
  • 18. 1. They’re in theservice of people
  • 19. They build bridges
  • 20. 2. They remove friction
  • 21. Elegant solutionstrump elegant things
  • 22. 3. One of many
  • 23. “Any idea is dangerous if it’s aperson’s only idea”A culture full of depth and complexityThe rule of 5%New economics
  • 24. 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 ChallengeSource: John Grant, ‘The Brand Innovation Manifesto’
  • 25. High frequency, low value,semi-predictable rewards
  • 26. 4. They do, don’t say
  • 27. Stop communicating aproduct and start makingcommunication products
  • 28. Listen to the music
  • 29. 5. Small ideasbuild long ideas
  • 30. a ll id ea G Sm al l i d ea N S m al li d ea O mLS
  • 31. Veatrice +127K FACEBOOK IMPRESSIONS +307K Royals TEXTS, CALLS AND EMAILS
  • 32. Band 54K NAMES SUBMITTED IN 24HRS OVER 1440 GOOGLE RESULTS
  • 33. Echo !"#$"%$&()*+$,-(..+/+/0 ;@ABC !"#$!%&()()* ,".12$345/+00("$617+ D@ACE@9EC !"#$%&&$(#)* !"#$%"!&!()**)+,-. ,".12$ 345/+00("$ 617+@ !+,-$./01) 1.9MIL VIEWS D@ACE@9EC !#"/!0()**)+,-. TRENDING ON YOUTUBE !"#$"%$&()*+ ,-(..+/+/0@ ;@ABC !,233$&&450$ #&"&11()**)+,-. OVER 200 PARODIES & REMIXES 7.3MIL IMPRESSIONS !$*/$.-01-/ 2%"$#%()**)+,-. +,&-.$/(0&"0*$1"-23($/(()$4")$+"25-($+)(,3 F:: AE: ,-(..+/ A:: J1K+L""M 9E: 9:: ;E: ;:: E: : AG<5/ BG<5/ CG<5/ ;:G <5/ ;;G ;AG <5/ ;FG <5/ ;DG <5/ ;HG 9:G <5/ 9;G <5/ 9FG <5/ 9EG 9DG FG<5/ EG<5/ DG<5/ HG<5/ ;9G ;EG ;BG <5/ ;CG 99G 9AG <5/ 9BG <5/ 9HG 9CG A:G <5/ <5/ <5/ <5/ <5/ <5/ <5/ <5/ <5/ <5/ <5/ ;G61I 9G61I
  • 34. The long campaignCo-creation and participationLots of small betsCoherenceIdeas you advertiseFirst iteration is the beginning not endPaid media creates more media
  • 35. SmallWhy small mattersWhat small ideas look likeHow to think, and make, small
  • 36. Build brands from the bottom upnot the top down
  • 37. Be useful, entertaining, interesting and playful in theservice of people
  • 38. Make communication strategy learn from UX design
  • 39. Doing something leadsto something interesting
  • 40. Strategists need to tinker
  • 41. Make communication products, not PowerPoint
  • 42. Build a culture ofexperimentation not planning
  • 43. Communications R&D
  • 44. Eradicate thepointless quest for perfection
  • 45. “The show doesn’tgo on because it’s ready; it goes onbecause it’s 1130” Lorne Michaels
  • 46. Be rewarded for good behavior
  • 47. Break the tyranny of big
  • 48. Embrace small
  • 49. Hack culture
  • 50. “If you don’t like change, you’re going to like irrelevance even less” Gen. Eric Shinseki
  • 51. Thank you @garethk