1. BIG IDEAS

2. BIG IDEAS are getting smaller

8. Big Ideas are BIG

9. Big Ideas are monumental

10. But Big Ideas can be small too…

13. Why?

14. vs. A series of small ideas One Big Idea vs.

15. Attention Deficit

16. We are inundated with information: data points, powerpoints, you name it.

17. To break through this clutter, branded content must contain a compact idea, a point

18. Small compact ideas fit into our headspace more easily than big ideas

19. So we’re starting to actively resist big, monolithic ideas.

20. So we’re starting to actively resist big, monolithic ideas. And seek out small, compact ones.

21. To use an art analogy: we’re moving into an era of more conceptual advertising

22. Of series and patterns, not masterpieces. Of coherence, not consistency.

23. An era of pull messaging, not push messaging

24. And it’s all about getting heard.

25. But getting heard doesn’t mean that your idea will get... shared

26. And to have a shot at getting shared, your idea has to be… shareable

27. Small ideas are infinitely more sharable.

28. They can be summed up in less than 140 characters, explained in a Facebook post.

29. They can be summed up in less than 140 characters, explained in a Facebook post. They are light and they travel well.

30. And they help us define ourselves. Who am I, really? You are who your wall posts say you are.

31. Big, monolithic ideas don’t fair well in this environment They are often hard to explain to people. And there is rarely a motivation to share them. You are who your wall posts say you are.

32. Big ideas tend to be cumbersome and coercive. And they are increasingly easy to tune out. “A Diamond is Forever” “Maybe she’s born with it – maybe it’s Maybelline” “Breakfast of Champions” Maxwell: “Good to the last drop”

33. Big ideas tend to be cumbersome and coercive. And they are increasingly easy to tune out. All we have to do is turn our heads 5 degrees and look down at our laptop screens.

34. So what about the Nike work? I see it as a reaction to the “small-ideas” movement – a bigger and better kind of monumental campaign.

35. But even Nike complemented it with small-scale activation ideas.

36. Appendix

38. Brands that need to drive people to stores

39. Brands that need to show how their products work…But slowly, these brands will follow suit – as their audience becomes more tech-savvy and they find more places to store content.

40. Discussion points Are brands becoming idea-makers? Are today’s iconic brands the ones that produce smart, coherent content on a consistent basis? Are we seeing a new poetry of ideas? Are smaller, more concise ideas driving new businesses today? Does social media and “scalability” allow us to amplify small ideas, make them reach farther? E.g. Businesses like Kickstarter, AirBnB, Facebook… are we drawn to them because they are good ideas, or because they offer us a utility?