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Think Small.
Gareth Kay Think Small | MDW August 2011
Gareth Kay Think Small | MDW August 2011
The bigger, the better
BIG ideas
Gareth Kay Think Small | MDW August 2011
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
Gareth Kay Think Small | MDW August 2011
Gareth Kay Think Small | MDW August 2011
Gareth Kay Think Small | MDW August 2011
2. ‘Small’ culture
Gareth Kay Think Small | MDW August 2011
"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
Gareth Kay Think Small | MDW August 2011
‘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
Gareth Kay Think Small | MDW August 2011
2. They remove
    friction
Gareth Kay Think Small | MDW August 2011
Gareth Kay Think Small | MDW August 2011
Gareth Kay Think Small | MDW August 2011
Gareth Kay Think Small | MDW August 2011
Elegant solutions
trump elegant things
Gareth Kay Think Small | MDW August 2011
3. One of many
“Any idea is dangerous if it’s a
person’s only idea”
A culture full of depth and complexity
The rule of 5%
New economics
Gareth Kay Think Small | MDW August 2011
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
                                                                             Challenge




Source: John Grant, ‘The Brand Innovation Manifesto’
Gareth Kay Think Small | MDW August 2011
Gareth Kay Think Small | MDW August 2011
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
Gareth Kay Think Small | MDW August 2011
Gareth Kay Think Small | MDW August 2011
Gareth Kay Think Small | MDW August 2011
Gareth Kay Think Small | MDW August 2011
Gareth Kay Think Small | MDW August 2011
5. Small ideas
build long ideas
Gareth Kay Think Small | MDW August 2011
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Gareth Kay Think Small | MDW August 2011
Gareth Kay Think Small | MDW August 2011
Gareth Kay Think Small | MDW August 2011
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Gareth Kay Think Small | MDW August 2011
Band




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Gareth Kay Think Small | MDW August 2011
Gareth Kay Think Small | MDW August 2011
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Gareth Kay Think Small | MDW August 2011
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
Gareth Kay Think Small | MDW August 2011
Gareth Kay Think Small | MDW August 2011
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
Gareth Kay Think Small | MDW August 2011
Gareth Kay Think Small | MDW August 2011
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
Gareth Kay Think Small | MDW August 2011
Hack culture
“If you don’t like change,
    you’re going to like
  irrelevance even less”
               Gen. Eric Shinseki
Thank you

     @garethk

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Gareth Kay Think Small | MDW August 2011