The Power of Small

We need an entirely new approach to innovation that’s fit for a post-COVID world. A lot of people assume innovation is about looking for the next big ambitious idea that can disrupt an entire category. It can be, but with 90% of breakthrough innovation failing we’re wondering whether now is the time to refocus our ambition on innovation driven by the Power of Small.


Small is what counts when it comes to people making purchase decisions. Like the cupholders in cars. The KitKat “snap”. The lime in a Corona. Like nearly everything Apple has done to AirPods.


The kind of projects that lead to the 1% change that then becomes the difference between being a champion and just making up the numbers. Smaller, more affordable ventures that humanise categories rather than turning them upside down. Endeavours which aren’t trying to change the world necessarily, but try to make it a slightly nicer place.


For this WPP AUNZ Presents event, Rose was joined by three guest panellists: Amy Darvill, Brand Director at Lion, Tom Dusseldorp, CMO at Camp Australia, Giles Day, founder & CCO of big, a new product development company from WPP AUNZ.


Download the infographic here.


For further questions around innovation and how WPP AUNZ can help you with your next innovative project (big or small), please contact Giles Day or Rose Herceg

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