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Size Does Matter

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Regarding Platforms
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Size Does Matter

  1. 1. ERNET OPERAT ES A LOT LIKE THE INT THE MUSIC VIDEO FOR KARMA PO LICE
  2. 2. IT STALKS US AT A PREDATORY PACE SHINING ITS BLINDING BEAM OF COMPETITIO N
  3. 3. TO SURVIVE YOU NEED THE GUTS TO STARE IT DOWN
  4. 4. YOU MUST THINK QUICK AND FIGHT BACK WITH SOMETHING AWESOME
  5. 5. “ The customer used to get their content in physical stores, and then it changed to by-mail and kiosks. We’re building out all those platforms, and it doesn’t happen overnight. Like I said, it’s remodeling a house: it’s not easy, it’s not cheap, and it’s not fast.” SIZE DOES MATTER
  6. 6. ? WHO SAID IT? SIZE DOES MATTER
  7. 7. JIM KEYES CEO, Blockbuster SIZE DOES MATTER
  8. 8. 200 NETFLIX 100 0 50 BLOCKBUSTER 100 OCT 09 OCT 10 SIZE DOES MATTER
  9. 9. THE ARGUMENT, THEN? SIZE DOES MATTER
  10. 10. STOP THINKING BIG. SIZE DOES MATTER
  11. 11. We implore you: THINK SMALL. SIZE DOES MATTER
  12. 12. SIZE DOES MATTER Clay Parker Jones & Alexander Chung
  13. 13. SMALL DIFFERENCES
  14. 14. “ IT IS PRECISELY THE MINOR DIFFERENCES IN PEOPLE WHO ARE OTHERWISE ALIKE THAT FORM THE BASIS OF FEELINGS OF HOSTILITY BETWEEN THEM. Sigmund Freud SIZE DOES MATTER
  15. 15. SIZE DOES MATTER
  16. 16. SIZE DOES MATTER
  17. 17. SIZE DOES MATTER
  18. 18. It’s our tendency to view communities we inhabit as exceptional, even when they’re not. SIZE DOES MATTER
  19. 19. If we’re willing to go to war over the interpretation of words in a book, we’re likely to dismiss a marketing idea that doesn’t recognize what makes us special. SIZE DOES MATTER
  20. 20. Build experiences that recognize the things that distinguish one community from an outwardly similar Other. SIZE DOES MATTER
  21. 21. FRIDGES
  22. 22. “ ANY CUSTOMER CAN HAVE A CAR PAINTED ANY COLOR THAT HE WANTS... SO LONG AS IT IS BLACK. Henry Ford SIZE DOES MATTER
  23. 23. GAIN Q2 Profit, BN Panasonic 84 ¥ LOSS ¥ 52 SIZE DOES MATTER
  24. 24. The Economist “ In Indonesia, Panasonic found that fridges need big compartments to store lots of two-litre water bottles: Indonesians boil water to purify it in the morning and then place it in the fridge to cool.” SIZE DOES MATTER
  25. 25. Energy Efficient A/C A/C With Cool Housing INDIA & CHINA SIZE DOES MATTER
  26. 26. Products developed in Japan Panasonic 2009 2010 SIZE DOES MATTER
  27. 27. It’s less expensive today to create products that are customized per a region, country, or individual. SIZE DOES MATTER
  28. 28. Create experiences that are particular, taking into account what customers need and want. And don’t be afraid to have them do the designing for you. SIZE DOES MATTER
  29. 29. Henry, we’ve got it from here. SIZE DOES MATTER
  30. 30. FIELD MICE
  31. 31. “ BODY SIZE IS THE MOST IMPORTANT TRAIT OF AN ORGANISM, FUNDAMENTALLY INFLUENCING ITS ABILITY TO SURVIVE AND REPRODUCE.” Lomolino & Perault, Conservation Biology SIZE DOES MATTER
  32. 32. -15 % SIZE DOES MATTER
  33. 33. Habitats for everything – ideas included – are shrinking by the day. In some industries, they’re shrinking by the hour. And the mouse that eats lives to see the next one. SIZE DOES MATTER
  34. 34. When competition for resources becomes fierce, smaller budgets and tighter focus rule the day. SIZE DOES MATTER
  35. 35. Pay for focus and targeting. Otherwise, don’t pay. SIZE DOES MATTER
  36. 36. FIJI
  37. 37. “ EVERY ACTION THAT IS NOT CUSTOMARY IS EITHER WRONG OR, IF IT IS RIGHT, IS A DANGEROUS PRECEDENT. F.M. Cornford SIZE DOES MATTER
  38. 38. “ IT FOLLOWS THAT NOTHING SHOULD EVER BE DONE FOR THE FIRST TIME. F.M. Cornford SIZE DOES MATTER
  39. 39. How easy is it to build a methodology in your environment? SIZE DOES MATTER
  40. 40. FIJI AUSTRALIA CHILE 2,000 MILES 7,000 MILES SIZE DOES MATTER
  41. 41. GODFREY BALDACCHINO FIJI CONSTRAINTS SIZE DOES MATTER
  42. 42. FIJI WIDER AUDIENCES CURSED BY DEPENDANCE, LIMITED ACCESS AND ISOLATION TRADE AGREEMENTS RESOURCES SOLUTIONS SIZE DOES MATTER
  43. 43. FIJI VALUE PROPOSITIONS THEY STEAL, EXTEND AND REFRAME TALENT RELATIONSHIPS SIZE DOES MATTER
  44. 44. If we limit the number of variables within a project, team members have more time to incubate on resourceful solutions. Take away scope and increase autonomy. SIZE DOES MATTER
  45. 45. Daydream about Fiji. SIZE DOES MATTER
  46. 46. POVERTY
  47. 47. “ THERE IS TREMENDOUS VARIATION IN THE WORLD THAT WE OFTEN OVERLOOK. Hans Rosling SIZE DOES MATTER
  48. 48. $1 $10 $100 AFRICA
  49. 49. $1 $10 $100 OECD AFRICA
  50. 50. $1 $10 $100 LATIN AMERICA OECD AFRICA
  51. 51. $1 $10 $100 EASTERN EUROPE LATIN AMERICA OECD AFRICA
  52. 52. $1 $10 $100 EAST ASIA EASTERN EUROPE LATIN AMERICA OECD AFRICA
  53. 53. $1 $10 $100 SOUTH ASIA EAST ASIA EASTERN EUROPE LATIN AMERICA OECD AFRICA
  54. 54. That doesn’t paint a very clear picture, does it? SIZE DOES MATTER
  55. 55. 4 million people use Foursquare. Who cares? SIZE DOES MATTER
  56. 56. JUNE 20TH 2010 3593 CHECKINS 12:30 PM 4:00 AM 8:00 AM 12:00 PM 4:00 PM 8:00 PM 12:00 AM 4:00 AM SIZE DOES MATTER
  57. 57. Once we start thinking smaller, sponsors will be happier giving us money and results will be easier to measure. SIZE DOES MATTER
  58. 58. MICRO FINANCE
  59. 59. Segment project into discrete objectives Definition OBJECTIVE PROJECT OBJECTIVE OBJECTIVE SIZE DOES MATTER
  60. 60. Agree on success metrics for each objective Negotiation AGENT SPONSOR OBJECTIVE PAYMENT TERMS OBJECTIVE PAYMENT TERMS OBJECTIVE PAYMENT TERMS SIZE DOES MATTER
  61. 61. Loan money and complete objectives Spend OBJECTIVE LOAN AGENT SPONSOR PAYMENT TERM OBJECTIVE SIZE DOES MATTER
  62. 62. ! AN IDEA IMAGINE BUDGETS OPERATED UNDER A MICRO-FINANCING MODEL. SIZE DOES MATTER
  63. 63. Sponsors can determine the aggregate rate of return on their investment by viewing performance of their numerous loans. SIZE DOES MATTER
  64. 64. It would also help an organization see where it’s most effective at spending money. SIZE DOES MATTER
  65. 65. BANNER ADS
  66. 66. INCENTIVES INTERACTIVITY EMOTIONAL APPEAL ANIMATION SIZE DOES MATTER
  67. 67. Impact of content and design elements on banner ad CTR, 2003 The Journal of Advertising Research INCENTIVES INTERACTIVITY EMOTIONAL APPEAL ANIMATION 12 12 12 12 10 10 10 10 8 8 8 8 6 6 6 6 4 4 4 4 2 2 2 2 0 0 0 0
  68. 68. VIOLIN
  69. 69. “ BE PRECISE. A LACK OF PRECISION IS DANGEROUS WHEN THE MARGIN OF ERROR IS SMALL. Donald Rumsfeld SIZE DOES MATTER
  70. 70. Just for fun, Rummy also said... SIZE DOES MATTER
  71. 71. “ DEATH HAS A TENDENCY TO ENCOURAGE A DEPRESSING VIEW OF WAR. Donald Rumsfeld SIZE DOES MATTER
  72. 72. “ OSAMA IS EITHER ALIVE AND WELL OR ALIVE AND NOT TOO WELL OR NOT ALIVE. Donald Rumsfeld SIZE DOES MATTER
  73. 73. “ NEEDLESS TO SAY, THE PRESIDENT IS CORRECT. WHATEVER IT WAS HE SAID. Donald Rumsfeld SIZE DOES MATTER
  74. 74. “ I’M NOT INTO THIS DETAIL STUFF. I’M MORE CONCEPTY. Donald Rumsfeld SIZE DOES MATTER
  75. 75. Okay. Back to the concepty stuff. SIZE DOES MATTER
  76. 76. BUSKER METRO STATION
  77. 77. $32
  78. 78. JOSHUA BELL
  79. 79. 4 YEARS OLD JOSHUA BELL Made a guitar out of rubber bands.
  80. 80. 14 YEARS OLD JOSHUA BELL Appeared as a soloist with the Philadelphia Orchestra.
  81. 81. 18 YEARS OLD JOSHUA BELL Debuted at Carnegie Hall.
  82. 82. 40 YEARS OLD JOSHUA BELL Sold out Boston Symphony Hall at $100 a seat.
  83. 83. Without the right framing, most digital initiatives will suffer the same fate as a virtuoso busking at a train station. SIZE DOES MATTER
  84. 84. Don’t be happy with waste. IF YOU THROW MONEY IN
  85. 85. OUTCOME LEVEL ONE OUTCOME LEVEL TWO JOSHUA BELL; LOC: METRO STATION OUTCOME LEVEL THREE OUTCOME LEVEL FOUR JOSHUA BELL; LOC: CARNEGIE HALL
  86. 86. OUTCOME LEVEL ONE OUTCOME LEVEL TWO MAKE SURE IT DOESN’T END UP HERE OUTCOME LEVEL THREE OUTCOME LEVEL FOUR
  87. 87. MEDIA
  88. 88. “ POPULAR CULTURE HAS, ON AVERAGE, GROWN MORE COMPLEX AND CHALLENGING OVER THE PAST THIRTY YEARS. Steven Berlin Johnson SIZE DOES MATTER
  89. 89. Dragnet Sopranos I Love Lucy Seinfeld SIZE DOES MATTER
  90. 90. Market Share Selected News Properties 60% NEWSPAPERS 50% -9.2% 40% NETWORK TV NEWS 30% +100.5% 20% -26.3% NATIONAL PUBLIC RADIO 10% 0% SIZE DOES MATTER
  91. 91. But scale isn’t everything. SIZE DOES MATTER
  92. 92. “ BECAUSE WE ARE A PREMIUM PRODUCT [+$100 ANNUAL SUBSCRIPTION] WE HAVE A VERY DIFFERENT MODEL THAN MOST PUBLISHERS. Alan Press, The Economist SIZE DOES MATTER
  93. 93. ALAN PRESS, THE ECONOMIST “ The reality is that there is a growing demand among the educated for intelligent news, analysis and entertainment that challenges, amuses and informs. SIZE DOES MATTER
  94. 94. Health Indicators, 2009 The Economist 6% Growth CIRCULATION PROFITS 1.4 MM $92 MM 26% Growth SIZE DOES MATTER
  95. 95. How much money does your app make with 1.4MM users? SIZE DOES MATTER
  96. 96. Seriously, scale isn’t everything. SIZE DOES MATTER
  97. 97. DESIGN FOR THE THINGS THAT MAKE COMMUNITIES UNIQUE AND SPECIAL. SIZE DOES MATTER
  98. 98. DESIGN AND PRODUCE MULTIPLE VERSIONS THAT APPRECIATE LOCALITY. SIZE DOES MATTER
  99. 99. BE LIKE THE FIELD MOUSE. GET SMALLER AS WHEN COMPETITION INCREASES. SIZE DOES MATTER
  100. 100. USE SMALLNESS AND RARITY TO CREATE DIVERGENCE. SIZE DOES MATTER
  101. 101. BREAK UP BUDGETS INTO SMALLER CHUNKS AND JUDGE INDIVIDUALLY. SIZE DOES MATTER
  102. 102. CREATE INNOVATION FUNDS WITH ACCOUNTABLE SPONSORS AND DISCRETE GOALS. SIZE DOES MATTER
  103. 103. DON’T TRY SO HARD. SIZE DOES MATTER
  104. 104. REJECT WASTE. SIZE DOES MATTER
  105. 105. STICK WITH WHAT MAKES YOU DIFFERENT. AND DON’T BE AFRAID OF A SMALL AUDIENCE. SIZE DOES MATTER
  106. 106. THINK SMALL
  107. 107. STOP THINKING BIG. SIZE DOES MATTER
  108. 108. We repeatedly solve for problems that are too big for us. SIZE DOES MATTER
  109. 109. Every idea can be divided into smaller and easier-to-solve particles. SIZE DOES MATTER
  110. 110. When it comes time to take action, your job is to assemble these particles or, simply, allow a forum for them to co-exist. SIZE DOES MATTER
  111. 111. Small ideas that, when brought together, solve problems greater than the sum of their parts. SIZE DOES MATTER
  112. 112. W HEN HE PULLS A KNIFE YOU PULL A GUN SIZE DOES MATTER
  113. 113. We implore you: THINK SMALL. SIZE DOES MATTER

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