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The Bigness of Smallness

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Uploaded on Apr 16, 2006

... a video presentation from johnmoore of the BRAND AUTOPSY MARKETING PRACTICE

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When "small businesses" dream, they usually dream of becoming a bigger business. When you think about it, nearly every big business began as a small business. However, a bigger business doesn't always equate to being a better business. At some point, big becomes bad. Big becomes a matter of being convenient rather than being unique (McDonald's). Big becomes a game of market share not customer care (Wal-Mart). Big becomes ubiquitous (Microsoft).

It seems by the time a small business gets big, it's time for it to act small again. Paradoxical? Yes. Impractical? No. There are countless businesses which have managed to get bigger, but still retain their semblance of smallness. They get bigger by acting smaller. In essence, these businesses are like Jumbo Shrimp—big, yet small.

In this presentation, attendees will learn actionable methods for how small businesses can look bigger and conversely, how big businesses can get smaller.

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For more on johnmoore and BRAND AUTOPSY, visit here: www.brandautopsy.com
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