INSEAD Library

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Small is the New Big and 183 others riffs, rants, and remarkable business ideas Contents WARNING NEW RULES, NEW WINNERS INTRODUCTION: YOU'RE SMARTER THAN THEY THINK vii ix xxiii AAA AUTO PARTS ACCOUNTABILITY ACORNS, INFECTED ARTISTS CARE ABOUT THE ART ATKINS BENCHMARKS = MEDIOCRITY BILLBOARDS THAT CHANGE BLUEGRASS AND THE CELLO PLAYER BON JOVI AND THE PIRATES BRANDING IS DEAD; LONG LIVE BRANDING BRAND MY CAR, BRAND ME A BRIEF HISTORY OF HARD WORK, ADJUSTED FOR RISK 1 2 5 7 8 9 11 11 14 15 16 18 xiv n CONTENTS BURGERVILLE CAMP, MICKEY ROONEY, AND YOUR MARKETING PROBLEM CARLY NEVER HAD A CHANCE CEO BLOGS CHANGE JUNKIES CHECK THIS BOX CHINA (ALL THAT TEA!) CHRISTMAS CARD SPAM CLEAN FIRE TRUCKS CLIFF CLIMBING (PLEASE DON'T FALL OFF) CLIFFSNOTES CLINGING TO YOUR JOB TITLE? CLOWN, ARE YOU A? CLUELESS, WE ARE ALL CMO, THE PLIGHT OF THE COGS COMMISSIONS (HOW TO INVEST THEM) COMPETENCE COOKIES AND THE TECHNICAL IGNORANCE OF JOE SURFER COOKIES (THE OTHER KIND OF COOKIE) COVER, JUDGING A BOOK BY ITS CRITICISM CRITICISM (MORE) CUFF LINKS CURSIVE VERSUS TYPING CUSTOMER SERVICE, A MODEST PROPOSAL FOR DAYLIGHT SAVING TIME DIGITAL DIVIDE, THE NEW 20 21 22 23 23 28 29 31 32 33 34 35 38 40 42 42 43 44 50 51 51 52 54 58 59 60 61 63 CONTENTS · xv DING DISRESPECT DO LESS DON'T GO TO BUSINESS SCHOOL DOUGHNUTS ECHO CHAMBER EGOMANIAC ENTHUSIASTS FEAR OF LOSS, DESIRE FOR GAIN FEEDBACK, HOW TO GET FEEDBACK, HOW TO GIVE FIFTY STATES, FLAMETHROWERS, AND STICKY TRADITIONS FLACK, AS IN PR FLACK FLIPPING THE FUNNEL FLUFFERNUTTER FOG CITY CHOCOLATE FREE PRIZE FUNCTIONALITY THE FUTURE ISN'T WHAT IT USED TO BE GMAIL GRANDMOTHERS UNDERSTAND THE NET NOW, EVEN GRASS (NO, NOT THAT KIND) GUILLOTINE OR RACK? HEINLEIN HERSHEY (NO KISSES) HOTELS AND THE CHEAP FORTUNE COOKIE I CHANGED MY MIND YESTERDAY JETBLUE 65 66 68 70 75 76 76 77 79 80 81 83 84 85 98 98 99 100 100 104 105 107 107 110 110 114 115 119 xvi n CONTENTS JOBS FOR PURPLE COWS A JOB STRATEGY THAT MAKES YOU A LOSER JOURNALISTS JUSTIN AND ASHLEY LATER IS NOT AN OPTION LOCAL MAX, HOW TO AVOID THE LOCAL MAX, HOW THE NEW MARKETING CHANGES THE MCDONALD'S COCKTAIL PARTY "MCJOB" MAIL, THE CHECK IS IN THE "MAYBE," GETTING PEOPLE NOT TO SAY MAYBE-PROOFING YOUR ORGANIZATION MEASUREMENT INCREASES SPEED MEDIOCRITY MINNESOTA ISN'T AKRON MISSION MONOPOLIES AND THE DEATH OF SCARCITY MOUSE FLAVOR MYTHS NAMING NAMING, THE NEW RULES OF THE NEEDLE, THE VISE ... AND THE BABY RATTLE NEVER, DO THE NO! NO SUCH THING AS SIDE EFFECTS ONLY OPEN BIG OPRAH'S SHOW?, HOW MUCH WOULD YOU PAY TO BE ON 119 121 122 123 123 124 126 127 129 130 131 134 136 139 140 141 141 143 144 145 146 149 151 152 152 152 153 154 CONTENTS n xvii OPTIMISM OPT-IN OSTRICH OXYMORONS, JUST ABOUT PAINFULLY SIMPLE PARSLEY PERMISSION PEZ AND LITHUANIAN LANGUAGE RECORDS PIGEONS, SUPERSTITIOUS PLACEBO AFFECT, THE PLANE, THERE ARE TWO WAYS TO CATCH A PLEASE DON'T MAKE ME FEEL SO STUPID PLEDGE WEEK PODCAST, WHY I DON'T HAVE A POILÂNE, REMEMBERED POLKA PROGRESS? PROMOTIONS PROSTITUTION PROVINCETOWN HELMET INSIGHT PROXIMITY EFFECT, THE PURPLE QUALITY QUESTION, THE WRONG RECIPE?, DID YOU FORGET THE REINFORCEMENT RELAX ... , I MEAN, WORK ON THE DIFFICULT RESPECT AND THE FULLER BRUSH MAN 156 156 157 158 158 160 161 162 163 165 167 169 170 171 172 173 174 175 176 177 179 180 183 183 184 184 187 192 xviii · CONTENTS RIFTING RIGHT THING, DOING THE RINGTONES RSS RULES, PLAYING BY THE SAFE IS RISKY SALES SALINGER KNEW BETTER SATIN PILLOW, VISUALIZING THE SCARCITY, THERE'S A SHORTAGE OF SECRETS TO SUCCESS SELFISH WIFI, RAZOR BLADES, AND HALLOWEEN SHARP NEEDLE, BIG HAYSTACK SHORTCUTS SHORT WORDS AND THE KMART SHOPPERS SMALL IS THE BIG NEW SMALL IS THE NEW BIG! SOCKS SODA (THEY EVEN MAKE MASHED-POTATO FLAVOR) SOUVENIRS-REAL COMPARED TO WHAT? SOY LUCK CLUB SPECTRUM-IS IT OURS OR THEIRS? STAGNATION START NOW-HURRY! SUBSCRIPTIONS TALKING RABBIT ... SO, A RABBI, A PRIEST, AND A TECHNORATI 194 199 200 200 201 202 203 204 205 206 208 210 211 213 214 214 216 218 219 219 221 222 223 225 230 231 232 CONTENTS · xix TELEVISION IS THE NEW NORMAL THEY DON'T CARE, THEY DON'T HAVE TO THINKING BIG TORCHBEARERS TRADITION! TRUST AND RESPECT, COURAGE AND LEADERSHIP THE TWO OBVIOUS SECRETS OF EVERY SERVICE BUSINESS UBIQUITY UGLY, THE WEB IS USPS'S YELLOW JERSEY VERBS (GERUNDS, ACTUALLY) VIDEO? DO YOU ACT DIFFERENTLY WHEN YOU'RE ON VIRAL?, WHAT MAKES AN IDEA WAFFLES ARE ALWAYS ON THE MENU WAKE-UP CALLS, A WAKE-UP CALL ABOUT WALLS, CLIFFS, AND BRICKS WEB DESIGNERS WHAT DID YOU DO DURING THE 2000s? WHAT THEN? WHO'S WHO? WHO YOU KNOW DOESN'T MATTER WHY (ASK WHY?) WOOT.COM AND THE EDGE WORDS WORKING CLASS WRAPPERS YAK SHAVING 233 234 235 236 239 240 243 243 246 247 247 248 249 251 253 254 255 256 259 260 262 263 264 265 265 266 271 íxx · CONTENTS YOU ARE YOUR REFERENCES YOUR VERY OWN PRINTING PRESS ZEBRA CAKE, FAMOUS 272 274 275 SOME E-BOOKS (IN HANDY PRINTED FORM) ACKNOWLEDGMENTS 277 311 INDEX 315