Small is the next big thing

Katie Chapin
VML

Smartphones. Smart bracelets. Smart forks.

Big tablets. Small tablets. Surface tablets.

Pinterest. Instagram. Snap Chat.

The hot pursuit of the next big thing continues. We're all toeing the line, trying to break out ahead of the pack. We want to be trendsetters. Revolutionaries. Game changers.

Today that's a tall order; there's a proliferation of new technology, products, and ideas. Simply thinking up a new app that doesn't exist in the App Store is akin to climbing Mt. Kilimanjaro. Yet, increasingly, Mt. Kilimanjaro is the bar by which we choose to measure our success. A big idea isn't big enough if it isn't the next Nike+ FuelBand. Ideas must be groundbreaking if they are going to shift behavior, impact sales, and ultimately make the world a better place.

False.

Somehow we've lost sight of the fact that big ideas aren't the only ones that can achieve impressive feats. Setting the bar too high can be overwhelming and all together daunting. Think of all the time wasted waiting for the big "ah-ha." This cultural obsession with big ideas and "blue sky thinking" often clouds the smaller, incremental improvements that offer equal impact overtime.