The Culture Clash

Break The Tiranny Of Big

Big problems don’t need big solutions. They need long lasting ideas build of small ideas. These small ideas are made of small actions that change people’s behavior and make a brand feel personal. To succeed in these actions you have to be humble, empathetic and interested in people’s lives.

This idea of “Think small” is what Gareth Kay presented at the Future Flash 2011, an event curated by Contagious Magazine for the Institute of Communication Agencies. In the presentation, Gareth rips against the idea of “Big Ideas” and “Big Audiences” , arguing that “we’ve confused the end with the means.” In the midset of this argument, he even manages to mix in some brilliant Tom Fishburne cartoons.