size does matter

THE INTERNET OPERATES A LOT LIKE

THE MUSIC VIDEO FOR KARMA POLICE

IT STALKS US AT A PREDATORY PACE

SHINING ITS BLINDING BEAM OF COMPETITION

TO SURVIVE YOU NEED THE GUTS TO

STARE IT DOWN

YOU MUST THINK QUICK

AND FIGHT BACK WITH SOMETHING AWESOME

SIZE DOES MATTER

The customer used to get their content in physical stores, and then it changed to by-mail and kiosks. We’re building out all those platforms, and it doesn’t happen overnight. Like I said, it’s remodeling a house: it’s not easy, it’s not cheap, and it’s not fast.”“

SIZE DOES MATTER????

WHO SAID IT?

SIZE DOES MATTER

JIM KEYESCEO, Blockbuster

SIZE DOES MATTER

0

100

200

50

100

NETFLIX

BLOCKBUSTER

OCT 09 OCT 10

SIZE DOES MATTER

THE ARGUMENT, THEN?

SIZE DOES MATTER

STOP THINKING BIG.

SIZE DOES MATTER

THINK SMALL.We implore you:

SIZE DOES MATTER

Clay Parker Jones Alexander Chung&

SMALL DIFFERENCES

SIZE DOES MATTER

IT IS PRECISELY THE MINOR

DIFFERENCES IN PEOPLE WHO

ARE OTHERWISE ALIKE THAT

FORM THE BASIS OF FEELINGS

OF HOSTILITY BETWEEN THEM.Sigmund Freud

““““

SIZE DOES MATTER

SIZE DOES MATTER

SIZE DOES MATTER

SIZE DOES MATTER

It’s our tendency to view communities we inhabit as exceptional, even when they’re not.

SIZE DOES MATTER

If we’re willing to go to war over the interpretation of words in a book, we’re likely to dismiss a marketing idea that doesn’t recognize what makes us special.

SIZE DOES MATTER

Build experiences that recognize the things that distinguish one community from an outwardly similar Other.

FRIDGES

SIZE DOES MATTER

ANY CUSTOMER CAN HAVE

A CAR PAINTED ANY COLOR

THAT HE WANTS...

SO LONG AS IT IS BLACK.Henry Ford

““““

SIZE DOES MATTER

84

52 LOS

S

GA

IN¥

¥Q2 Profit, BNPanasonic

SIZE DOES MATTER

In Indonesia, Panasonic found that fridges need big compartments to store lots of two-litre water bottles: Indonesians boil water to purify it in the morning and then place it in the fridge to cool.”

The Economist

“

SIZE DOES MATTER

INDIACHINA&

Energy Efficient A/C A/C With Cool Housing

SIZE DOES MATTER

2009 2010

Products developed in JapanPanasonic

SIZE DOES MATTER

It’s less expensive today to create products that are customized per a region, country, or individual.

SIZE DOES MATTER

Create experiences that are particular, taking into account what customers need and want. And don’t be afraid to have them do the designing for you.

SIZE DOES MATTER

Henry, we’ve got it from here.

FIELDMICE

SIZE DOES MATTER

BODY SIZE IS THE MOST

IMPORTANT TRAIT OF AN

ORGANISM, FUNDAMENTALLY

INFLUENCING ITS ABILITY TO

SURVIVE AND REPRODUCE.”Lomolino & Perault, Conservation Biology

““““

SIZE DOES MATTER

-15%

SIZE DOES MATTER

Habitats for everything – ideas included – are shrinking by the day. In some industries, they’re shrinking by the hour. And the mouse that eats lives to see the next one.

SIZE DOES MATTER

When competition for resources becomes fierce, smaller budgets and tighter focus rule the day.

SIZE DOES MATTER

Pay for focus and targeting. Otherwise, don’t pay.

FIJI

SIZE DOES MATTER

EVERY ACTION THAT IS NOT

CUSTOMARY IS EITHER WRONG

OR, IF IT IS RIGHT, IS A

DANGEROUS PRECEDENT. F.M. Cornford

““““

IT FOLLOWS THAT NOTHING

SHOULD EVER BE DONE FOR

THE FIRST TIME.

SIZE DOES MATTER

F.M. Cornford

““““

SIZE DOES MATTER

How easy is it to build a methodology in your environment?

SIZE DOES MATTER

AUSTRALIA2,000 MILES

CHILE7,000 MILES

FIJI

SIZE DOES MATTER

FIJI

GODFREY BALDACCHINO

CONSTRAINTS

SIZE DOES MATTER

CURSED BY DEPENDANCE, LIMITED ACCESS AND ISOLATION

TRADE AGREEMENTS RESOURCES

WIDER AUDIENCES

FIJI

SOLUTIONS

SIZE DOES MATTER

THEY STEAL, EXTEND AND REFRAME

TALENT RELATIONSHIPS

VALUE PROPOSITIONS

FIJI

SIZE DOES MATTER

If we limit the number of variables within a project, team members have more time to incubate on resourceful solutions. Take away scope and increase autonomy.

SIZE DOES MATTER

Daydream about Fiji.

POVERTY

THERE IS TREMENDOUS

VARIATION IN THE WORLD THAT

WE OFTEN OVERLOOK.

SIZE DOES MATTER

Hans Rosling

““““

$1 $10

AFRICA

$100

$100$1 $10

OECDAFRICA

$100$1 $10

OECDAFRICA

LATIN AMERICA

$100$1 $10

OECDAFRICA

LATIN AMERICA

EASTERN EUROPE

$100$1 $10

OECDAFRICA

LATIN AMERICA

EASTERN EUROPE

EAST ASIA

$1 $10 $100

OECDAFRICA

LATIN AMERICA

EASTERN EUROPE

EAST ASIA

SOUTH ASIA

SIZE DOES MATTER

That doesn’t paint a very clear picture, does it?

SIZE DOES MATTER

4 million people use Foursquare. Who cares?

SIZE DOES MATTER

4:00 AM 8:00 AM 12:00 PM 4:00 PM 8:00 PM 12:00 AM 4:00 AM

3593 CHECKINS

12:30 PM

JUNE 20TH 2010

SIZE DOES MATTER

Once we start thinking smaller, sponsors will be happier giving us money and results will be easier to measure.

MICROFINANCE

SIZE DOES MATTER

Segment project into discrete objectivesDefinition

PROJECT

OBJECTIVE

OBJECTIVE

OBJECTIVE

SIZE DOES MATTER

Agree on success metrics for each objectiveNegotiation

OBJECTIVE PAYMENT TERMS

AGENT SPONSOR

OBJECTIVE PAYMENT TERMS

OBJECTIVE PAYMENT TERMS

SIZE DOES MATTER

Loan money and complete objectivesSpend

AGENT SPONSORPAYMENT TERM OBJECTIVE

OBJECTIVE LOAN

SIZE DOES MATTER

AN IDEA!!!! IMAGINE BUDGETS

OPERATED UNDER A

MICRO-FINANCING MODEL.

SIZE DOES MATTER

Sponsors can determine the aggregate rate of return on their investment by viewing performance of their numerous loans.

SIZE DOES MATTER

It would also help an organization see where it’s most effective at spending money.

BANNERADS

SIZE DOES MATTER

INCENTIVES

INTERACTIVITY

EMOTIONAL APPEAL

ANIMATION

0

2

4

6

8

10

12

INCENTIVES

0

2

4

6

8

10

12

INTERACTIVITY

0

2

4

6

8

10

12

EMOTIONAL APPEAL

0

2

4

6

8

10

12

ANIMATION

Impact of content and design elements on banner ad CTR, 2003The Journal of Advertising Research

VIOLIN

BE PRECISE. A LACK OF

PRECISION IS DANGEROUS

WHEN THE MARGIN OF

ERROR IS SMALL.

““““

Donald Rumsfeld

SIZE DOES MATTER

Just for fun, Rummy also said...

SIZE DOES MATTER

DEATH HAS A TENDENCY TO

ENCOURAGE A DEPRESSING

VIEW OF WAR.

SIZE DOES MATTER

Donald Rumsfeld

““““

OSAMA IS EITHER ALIVE AND

WELL OR ALIVE AND NOT TOO

WELL OR NOT ALIVE.

SIZE DOES MATTER

““““Donald Rumsfeld

NEEDLESS TO SAY, THE

PRESIDENT IS CORRECT.

WHATEVER IT WAS HE SAID.

SIZE DOES MATTER

““““Donald Rumsfeld

I’M NOT INTO THIS DETAIL

STUFF. I’M MORE CONCEPTY.

SIZE DOES MATTER

““““Donald Rumsfeld

Okay. Back to the concepty stuff.

SIZE DOES MATTER

BUSKER

METRO STATION

$32

JOSHUA BELL

JOSHUA BELLMade a guitar out of rubber bands.

4 YEARS OLD

JOSHUA BELLAppeared as a soloist with the Philadelphia Orchestra.

14 YEARS OLD

JOSHUA BELLDebuted at Carnegie Hall.

18 YEARS OLD

JOSHUA BELLSold out Boston Symphony Hall at a seat.

40 YEARS OLD

$100

SIZE DOES MATTER

Without the right framing, most digital initiatives will suffer the same fate as a virtuoso busking at a train station.

Don’t be happy with waste.

IF YOU THROW MONEY IN

OUTCOME LEVEL ONE

OUTCOME LEVEL TWO

OUTCOME LEVEL THREE

OUTCOME LEVEL FOUR

JOSHUA BELL; LOC: METRO STATION

JOSHUA BELL; LOC: CARNEGIE HALL

OUTCOME LEVEL ONE

OUTCOME LEVEL TWO

OUTCOME LEVEL THREE

OUTCOME LEVEL FOUR

MAKE SURE IT DOESN’T END UP HERE

MEDIA

POPULAR CULTURE HAS, ON

AVERAGE, GROWN MORE

COMPLEX AND CHALLENGING

OVER THE PAST THIRTY YEARS.

““““

Steven Berlin Johnson

SIZE DOES MATTER

SIZE DOES MATTER

Dragnet Sopranos

I Love Lucy Seinfeld

SIZE DOES MATTER

0%

10%

20%

30%

40%

50%

60%

NEWSPAPERS

-9.2%

NATIONAL PUBLIC RADIO

+100.5%NETWORK TV NEWS

-26.3%

Market ShareSelected News Properties

SIZE DOES MATTER

But scale isn’t everything.

““““

Alan Press, The Economist

SIZE DOES MATTER

BECAUSE WE ARE A PREMIUM

PRODUCT [+$100 ANNUAL

SUBSCRIPTION] WE HAVE A

VERY DIFFERENT MODEL THAN

MOST PUBLISHERS.

SIZE DOES MATTER

The reality is that there is a growing demand among the educated for intelligent news, analysis and entertainment that challenges, amuses and informs.“ALAN PRESS, THE ECONOMIST

SIZE DOES MATTER

CIRCULATION

1.4MM

PROFITS

$92MM

Health Indicators, 2009The Economist

6% Growth

26% Growth

SIZE DOES MATTER

How much money does your app make with 1.4MM users?

SIZE DOES MATTER

Seriously, scale isn’t everything.

SIZE DOES MATTER

DESIGN FOR THE THINGSTHAT MAKE COMMUNITIES

UNIQUE AND SPECIAL.

SIZE DOES MATTER

DESIGN AND PRODUCEMULTIPLE VERSIONS THAT

APPRECIATE LOCALITY.

SIZE DOES MATTER

BE LIKE THE FIELD MOUSE.GET SMALLER AS WHEN

COMPETITION INCREASES.

SIZE DOES MATTER

USE SMALLNESS AND RARITYTO CREATE DIVERGENCE.

SIZE DOES MATTER

BREAK UP BUDGETS INTOSMALLER CHUNKS AND

JUDGE INDIVIDUALLY.

SIZE DOES MATTER

CREATE INNOVATION FUNDSWITH ACCOUNTABLE SPONSORS

AND DISCRETE GOALS.

SIZE DOES MATTER

DON’T TRY SO HARD.

SIZE DOES MATTER

REJECT WASTE.

SIZE DOES MATTER

STICK WITH WHAT MAKESYOU DIFFERENT. AND DON’T

BE AFRAID OF A SMALL AUDIENCE.

THINK SMALL

SIZE DOES MATTER

STOP THINKING BIG.

We repeatedly solve for problems that are too big for us.

SIZE DOES MATTER

Every idea can be divided into smaller and easier-to-solve particles.

SIZE DOES MATTER

When it comes time to take action, your job is to assemble these particles or, simply, allow a forum for them to co-exist.

SIZE DOES MATTER

Small ideas that, when brought together, solve problems greater than the sum of their parts.

SIZE DOES MATTER

SIZE DOES MATTER

WHEN HE PULLS A KNIFE

YOU PULL A GUN

SIZE DOES MATTER

THINK SMALL.We implore you: