Think small

Think Small.

The bigger, the better

BIG ideas

BIG audiences

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

We’ve confused theend with the means

It’s time for small.

SmallWhy small mattersWhat small ideas look likeHow to think, and make, small

SmallWhy small matters

1. Big problems don’t need big solutions

2. ‘Small’ culture

"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."

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

3. Small is good for business

‘From suck to non-suck’ Pixar

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

SmallWhy small mattersWhat small ideas look like

1. They’re in theservice of people

They build bridges

2. They remove friction

Elegant solutionstrump elegant things

3. One of many

“Any idea is dangerous if it’s aperson’s only idea”A culture full of depth and complexityThe 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 ChallengeSource: John Grant, ‘The Brand Innovation Manifesto’

“Like any company we require aprofit to stay in business. But it is not the reason we are in business. Thething 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

4. They do, don’t say

Stop communicating aproduct and start makingcommunication products

Stock Stock Stock Stock Stock Stock Stock Stock Stock Stock Stock StockStock Stock Stock Stock Stock Stock Stock Stock Stock Stock Stock StockStock Stock Stock Stock Stock Stock Stock Stock Stock Stock Stock StockStock Stock Stock Stock Stock Stock Stock Stock Stock Stock Stock StockStock Stock Stock Stock Stock Stock Stock Stock Stock Stock Stock Stock Stock Stock Stock Stock Stock Stock Stock Stock Stock Stock Stock Stock Stock Stock Stock Stock Stock Stock

5. Small ideasbuild long ideas

a ll id ea G Sm al l id ea N S m a l li d ea O mLS

Veatrice +127K FACEBOOK IMPRESSIONS +307K Royals TEXTS, CALLS AND EMAILS

Band 54K NAMES SUBMITTED IN 24HRS OVER 1440 GOOGLE RESULTS

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

The long campaignCo-creation and participationLots of small betsCoherenceIdeas you advertiseFirst iteration is the beginning not endPaid media creates more media

SmallWhy small mattersWhat small ideas look likeHow to think, and make, small

Build brands from the bottom upnot the top down

Be useful, entertaining, interesting and playful in theservice of people

Make communication strategy learn from UX design

Doing something leadsto something interesting

Make communication products, not PowerPoint

Build a culture ofexperimentation not planning

Communications R&D

“The show doesn’tgo on because it’s ready; it goes onbecause it’s 1130” Lorne Michaels

Be rewarded for good behavior

Break the tyranny of big

Embrace small

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

Thank you @garethk

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Think small

by Gareth Kay on May 13, 2011

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Think small — Presentation Transcript