Point of view: In praise of small

This article discusses the merits of acting small for fomenting experimentation to success, and as a way to shift emphasis from thinking to doing.

Point of view: In praise of small

Gareth KayChapter SF

Just over three years ago I wrote a piece in this magazine arguing that it was time for us to stop thinking big and start acting small instead. My argument rested primarily on how acting small made it more likely that brands and their partners could experiment their way to success and also shifted the natural bias from one of thinking to one of doing. Three years later, it seems little has really changed. By and large we are still paralysed by the fallacy of the primacy of 'big'...

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