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.

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Gareth Kay Think Small | MDW August 2011

  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

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