Watch this. It’s good.
Rory Sutherland talks about the disproportionality of the relationship between size of a project/money spent and the impact it has on people.
Things like the biggest merger of all time – AOL/Time Warner – mean almost nothing to the average citizen.
But printing “Stolen from Virgin Airlines” on the bottom of their clever salt/pepper shakers is enough to reduce theft of them.
“The problem is, the person who has the power to do anything about an issue also have very very large budgets. What we need is a class of people with immense power, but control over only small amounts of money.”
It’s this reason that a social media based PR or marketing campaign done well (a collection of very small things) can actually create a very large ripple effect by touching a lot of people in small but profound ways.
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