Think small

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Presentation at Future Flash 2011, an event in Collingwod, Canada curated by Contagious Magazine for the Institute of Communication Agencies.

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Think small

  1. 1. Think Small.
  2. 2. The bigger, the better
  3. 3. BIG ideas
  4. 4. BIG audiences
  5. 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. 6. We’ve confused theend with the means
  7. 7. It’s time for small.
  8. 8. SmallWhy small mattersWhat small ideas look likeHow to think, and make, small
  9. 9. SmallWhy small matters
  10. 10. 1. Big problems don’t need big solutions
  11. 11. 2. ‘Small’ culture
  12. 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. 13. In an increasingly well designed world, it’s small things thatmake the big difference
  14. 14. 3. Small is good for business
  15. 15. ‘From suck to non-suck’ Pixar
  16. 16. “The bigger you get, thesmaller you have to act” Andy Spade
  17. 17. SmallWhy small mattersWhat small ideas look like
  18. 18. 1. They’re in theservice of people
  19. 19. They build bridges
  20. 20. 2. They remove friction
  21. 21. Elegant solutionstrump elegant things
  22. 22. 3. One of many
  23. 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. 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. 25. “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
  26. 26. Photo: Andrew Hovells(aka Northern Planner)
  27. 27. Photo: Andrew Hovells(aka Northern Planner)
  28. 28. High frequency, low value,semi-predictable rewards
  29. 29. 4. They do, don’t say
  30. 30. Stop communicating aproduct and start makingcommunication products
  31. 31. 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
  32. 32. 5. Small ideasbuild long ideas
  33. 33. a ll id ea G Sm al l id ea N S m a l li d ea O mLS
  34. 34. Veatrice +127K FACEBOOK IMPRESSIONS +307K Royals TEXTS, CALLS AND EMAILS
  35. 35. Band 54K NAMES SUBMITTED IN 24HRS OVER 1440 GOOGLE RESULTS
  36. 36. 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
  37. 37. The long campaignCo-creation and participationLots of small betsCoherenceIdeas you advertiseFirst iteration is the beginning not endPaid media creates more media
  38. 38. SmallWhy small mattersWhat small ideas look likeHow to think, and make, small
  39. 39. Build brands from the bottom upnot the top down
  40. 40. Be useful, entertaining, interesting and playful in theservice of people
  41. 41. Make communication strategy learn from UX design
  42. 42. Doing something leadsto something interesting
  43. 43. Make communication products, not PowerPoint
  44. 44. Build a culture ofexperimentation not planning
  45. 45. Communications R&D
  46. 46. “The show doesn’tgo on because it’s ready; it goes onbecause it’s 1130” Lorne Michaels
  47. 47. Be rewarded for good behavior
  48. 48. Break the tyranny of big
  49. 49. Embrace small
  50. 50. “If you don’t like change, you’re going to like irrelevance even less” Gen. Eric Shinseki
  51. 51. Thank you @garethk

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