Small means the founder makes a far greater percentage of the customer interactions. Small means the founder is close to the decisions that matter and can make them, quickly.
Small is the new big because small gives you the flexibility to change the business model when your competition changes theirs.
Small means you can tell the truth on your blog.
Small means that you can answer email from your customers.
Small means that you will outsource the boring, low-impact stuff like manufacturing and shipping and billing and packing to others, while you keep the power because you invent the remarkable and tell stories to people who want to hear them.
(How’s that for a lazy post? 3 words and a quote)
Very inspirational but somewhat dangerous because it is oversimplified.
Marketing will often do that to you (Kotler anyone?).
I always get a small headache when I hear such texts because, while it is in its whole very logic, everything just flies off the window when you try to apply it in an operational sense (read: make a business decision based on the general principle presented).
“Small is the new big” is as concrete as saying “Orange is the new pink” or “Bigger is better”.
I guess it could serve its purpose when you shut down every other influencing factor (Ceteris Paribus anyone?).
On the other hand, every decision is easier if you start seeing in black and white.
I guess the most annoying part of this is that, being a philosophical approach to things, I perceive it as trying to pass itself as a global unified solution.
Sorry for the weird post, it just brings back some bad memories from marketing classes (its just crazy what people will buy these days….)