Monday, December 17, 2007

Think Small

Small forces are changing the world.  In fact, that is the sub-title of Mark Penn’s (CEO of Burson-Marsteller) new book == Microtrends…the small forces changing the world.

For those of you who are regular readers you, will recall that I have already written about this book before and sent copies to some of you for participating in a question session.

Why do I return to Mark Penn? I could say because he is in the news as a key player in the U.S. election – Live Search him – but the real truth is because there is a seasonal message to be shared.

Here is a quote from Penn: “The keys to understanding the world today are not megatrends, but the smaller currents and discreet demographics that are creating social niches and driving a variety of patterns in social change.”

OK.  Think about what we do and now think about what he says.  It’s a great endorsement for the Wunderman Value Proposition-- none better in my opinion.

Now let’s go one step beyond and get seasonal – sadly seasonal – it should be an all year round thought…..

How about “the keys to saving the world today are not megatrends…….”

Put another way;

“It is well to remember that the entire universe, with one trifling exception, is composed of others.”
John Andrew Holmes

There you have it: the nexus of what we do and saving the world….think small and do big things….

Your turn!

Posted by David on 12/17 at 09:26 AM
(10) Comments • Permalink

  1. Here's something small you can do this season, that can change kids' lives and maybe one day change the world. Visit here today: http://laptopgiving.org/en/index.php I just donated this morning. And challenge you all to do the same....

    Posted by Terry levine  on  2007-12-17 16:06:46

  2. I didn't realize that was the same Mark Penn.... Hmmm, I wasn't impressed by his "snowy" comments about Obama.... unless that was attempt at being seasonal... :P

    Posted by Terry levine  on  2007-12-17 16:22:27

  3. one person at a time...

    Posted by david sable  on  2007-12-17 20:03:46

  4. I am sure we can poke holes in any persons vision if we tried hard enough. I agree with Penn. I have read Micro trends, I am amazed that it only takes one percent of a demographic to buy into an idea. Point: there are over 1.2 million non profit organizations world wide, they are all working hard to reduce social, health, educational or economic issues in the world. Regardless of the cause they work for there is an incredible amount of repetitiveness in terms of procedure and protocol. One small idea, get them collaborating and working towards a common plan. That is a trend, the issue lies in the one percent collaborating to collaborate. I'll tell two friends and you tell two friends and so on and so on. This of course if they all buy into small ideas creating big change, that is a demographic on it's own

    Posted by Tim LaRose  on  2007-12-17 22:51:49

  5. Although their objectives are pretty aligned, charities are in maybe the most competitive industry sector I've worked in. That, plus their protectiveness of brand and image means they will probably stay that way for a long time. Does it make them more efficient and effective? In the narrow sense, yes, because they clarify their objectives, but broadly they suffer from churn and retention problems, and challenges of acquisition. Basically they are biting each others's tails via cunning acquisition, which pushes churn rates. The perenial questions are about acquiring YOUNG donors and supporters, or when to solicit a bequest. ...The good side of this is doing pro bono work for them which is innovative and technically advanced - something too expensive to sell to a telco or auto client until their see a case study. Voila. Solution? Conventional economics suggests mergers, integration, and industry lobby groups. Lately I've been seeing more grass roots NFP and charity groups.

    Posted by Tom Osborn  on  2007-12-18 00:38:39

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