Size does matter: Creating customized service for consumers

The customer used to get their content in physical stores, and then it changed to bymail 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.” Build experiences that recognize the things that distinguish one community from an outwardly similar Other. It’s less expensive today to create products that are customized per a region, country, or individual. 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.

THE INTERNET OPERA TES A LOT LIKE

THE MUSIC VIDEO FOR KARMA POLICE

IT STALKS US AT A PREDATORY PA CE

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

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?

JIM KEYES

CEO, Blockbuster

SIZE DOES MATTER

0 100 200

THE ARGUMENT, THEN?

SIZE DOES MATTER

STOP THINKING BIG.

THINK SMALL.

We implore you:

SIZE DOES MATTER

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

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

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

Panasonic

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

Products developed in Japan

Panasonic

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

Henry, we’ve got it from here.

FIELD MICE

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

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

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

FIJI

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

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

SIZE DOES MATTER

GODFREY BALDACCHINO

SIZE DOES MATTER

CURSED BY DEPENDANCE, LIMITED ACCESS AND ISOLATION

TRADE AGREEMENTS RESOURCES

WIDER AUDIENCES

FIJI

SOLUTIONS

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

Daydream about Fiji

POVERTY

$1 $10

AFRICA

$100

$1 $10

OECD AFRICA

LATIN AMERICA

EASTERN EUROPE

OECD AFRICA

LATIN AMERICA EASTERN EUROPE EAST ASIA

$1 $10 $100

EASTERN EUROPE EAST ASIA

SOUTH ASIA

SIZE DOES MATTER

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

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 20 TH 2010

Once we start thinking smaller, sponsors will be happier

giving us money and results will be easier to measure

MICRO FINANCE

Segment project into discrete objectives

Definition

PROJECT

OBJECTIVE OBJECTIVE OBJECTIVE

SIZE DOES MATTER

Agree on success metrics for each objective

Loan money and complete objectives

Spend

PAYMENT TERM OBJECTIVE OBJECTIVE LOAN

SIZE DOES MATTER

AN IDEA

OPERATED UNDER A

MICRO-FINANCING MODEL.

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

BANNER ADS

SIZE DOES MATTER

INCENTIVES

INTERACTIVITY

EMOTIONAL APPEAL

ANIMATION

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, 2003

The Journal of Advertising Research

VIOLIN

Just for fun, Rummy also said

SIZE DOES MATTER

DEATH HAS A TENDENCY TO

ENCOURAGE A DEPRESSING

VIEW OF WAR.

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.

Donald Rumsfeld

I’M NOT INTO THIS DETAIL

STUFF I’M MORE CONCEPTY.

SIZE DOES MATTER

Donald Rumsfeld

Okay Back to the concepty stuff

METRO STATION

$32

JOSHUA BELL

Made a guitar out of rubber bands

4 YEARS OLD

JOSHUA BELL

Appeared as a soloist with the Philadelphia Orchestra.

14 YEARS OLD

JOSHUA BELL

Debuted at Carnegie Hall.

18 YEARS OLD

JOSHUA BELL

Sold out Boston Symphony Hall at a seat

40 YEARS OLD

$100

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

Dragnet Sopranos

I Love Lucy Seinfeld

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.

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

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 THINGS

THAT MAKE COMMUNITIES

UNIQUE AND SPECIAL.

DESIGN AND PRODUCE

MULTIPLE VERSIONS THAT

APPRECIATE LOCALITY.

SIZE DOES MATTER

BE LIKE THE FIELD MOUSE.

GET SMALLER AS WHEN

COMPETITION INCREASES.

USE SMALLNESS AND RARITY

TO CREATE DIVERGENCE.

SIZE DOES MATTER

BREAK UP BUDGETS INTO

SMALLER CHUNKS AND

JUDGE INDIVIDUALLY.

CREATE INNOVATION FUNDS

WITH ACCOUNTABLE SPONSORS

AND DISCRETE GOALS.

SIZE DOES MATTER

DON’T TRY SO HARD.

REJECT WASTE.

SIZE DOES MATTER

STICK WITH WHAT MAKES

YOU DIFFERENT AND DON’T

BE AFRAID OF A SMALL AUDIENCE.

T HINK SMALL

SIZE DOES MATTER

STOP THINKING BIG.

We repeatedly solve for problems that are too big for us

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

Small ideas that, when brought together, solve problems

greater than the sum of their parts

SIZE DOES MATTER

WHEN HE PULLS A KNIFE

YOU PULL A GUN

SIZE DOES MATTER

THINK SMALL.

We implore you: