This is the era of The SMALL mighty.
Businesses have become acclimatised to “thinking big”. The big idea, “the big audacious goal”, “the big opportunity” and even the “big hairy moose”. “Big” has become the currency that has pulsed throughout our organisations and departments as we strive to drive our brands forward.
But, in recent years the flaw in this approach has become very apparent. Small clusters of consumers and competitors have started picking holes in the ‘Big’ brands exposing weaknesses and challenges previously unconsidered.
This is the era when we must think SMALL to get mighty.