Point of View: Think small

Gareth Kay

Behavioural economics has become hugely important to advertising in recent times and one of its most basic premises is that small actions can have big effects.

Point of View: Think small

Gareth KayGoodby Silverstein & Partners

As an industry, we are built to think and deliver 'big'. We assume big problems demand big ideas to solve them. We believe the bigger, the better.

Well, I'm not so sure if that's actually the case. I think we have confused the ends with the means. Of course we want big business results and brands and communication that feel big, pervasive and central to culture. But, perhaps, counter-intuitively, to achieve this, we need to think and act small, not big. We need to break the tyranny of big...

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