Gareth Kay Think Small | MDW August 2011
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Think Small.
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Gareth Kay talks about the death of thinking big and the power of small ideas.
Transcript of Gareth Kay Think Small | MDW August 2011
Think Small.
The bigger, the better
BIG ideas
BIG audiences
Big isn’t working
“In most categories, a brand’s market share is stationary”
4 out of 5 categories seen as increasingly homogeneous
Less than 1 in 10 ads seen as different
3 x $ spent on price cutting as on brand building in CPG
Source: Andrew Ehrenberg; Copernicus Consulting; McKinsey
We’ve confused the end with the means
It’s time for small.
Small
Why small matters
What small ideas look like
How to think, and make, small
Small
Why small matters
1. Big problems don’t need big solutions
2. ‘Small’ culture
"Square is elegant. The user's flow through payment or application has been reduced to the fewest possible steps; the app has minimal features. He espouses a tremendously attractive belief that good industrial design wins customers' trust by disappearing."
In an increasingly well designed world, it’s small things that
make the big difference
3. Small is good for business
‘From suck to non-suck’
Pixar
“The bigger you get, the smaller you have to act”
Andy Spade
Small
Why small matters
What small ideas look like
1. They’re in the service of people
They build bridges
2. They remove friction
Elegant solutions trump elegant things
3. One of many
A culture full of depth and complexity
The rule of 5%
New economics
“Any idea is dangerous if it’s a person’s only idea”
Organize the world’s information
and make it universally
accessible and useful.
Google Search
Google 411
Google Docs
Googlelabs
GoogleShopping
Google Scholar
Google Books
GoogleMaps
Google sketch
Google.org
Fossil fuel Challenge
Youtube
Chrome Browser
Blogspot
Source: John Grant, ‘The Brand Innovation Manifesto’
High frequency, low value, semi-predictable rewards
4. They do,don’t say
Stop communicating a product and start making communication products
Listen to the music
5. Small ideas build long ideas
LO
NG
Small idea
Small idea
Small idea
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The long campaign
Co-creation and participation
Lots of small bets
Coherence
Ideas you advertise
First iteration is the beginning not end
Paid media creates more media
Small
Why small matters
What small ideas look like
How to think, and make, small
Build brands from the bottom up
not the top down
Be useful, entertaining,
interesting and playful in the
service of people
Make communication strategy learn from
UX design
Doing something leads to something interesting
Strategists need to tinker
Make communication products, not PowerPoint
Build a culture of experimentation
not planning
Communications R&D
Eradicate the pointless quest for
perfection
“The show doesn’t go on because it’s ready; it goes on
because it’s 1130”Lorne Michaels
Be rewarded for good behavior
Break the tyranny of big
Embrace small
Hack culture
“If you don’t like change, you’re going to like
irrelevance even less”Gen. Eric Shinseki
Thank you
@garethk
