John Farquhar, President & Creative Director of Wild Mouse Advertising, has written an excellent post on his blog today about surviving in a new economy. When big companies are laying off employees in big numbers, there’s a huge opportunity for the small guys who work smarter to keep growing – even when the going is tough.
That’s a huge change in thinking for many organizations who got where they are today by virtue of being big. But, the reality is that being big today is a liability – and an unnecessary one at that. The New York Times is competing against 4-person blogs for ad revenue. Microsoft is competing against 2-person startups and open-source communities for software revenue. In many cases, big does not equal better.
From John’s post:
How big do you need to be to create the best product possible? It’s probably smaller than you think.
Ford Motor used to hire shepherds to tend Ford sheep on Ford land to create Ford cotton to weave into Ford seats on Ford Cars. That, of course, seems insane today.
Technology is changing the way we interact with business, but it’s also changing how business is done. We don’t necessarily have to be in the same building / city / country to do business anymore. Virtual collaboration and communications technologies that were prohibitively expensive five years ago are now boiled down to a monthly subscription that’s less than you pay for your local newspaper.
It’s a brave new world out there… and a lot of the companies who come through this economy are going to be the ones who were brave enough to resist being big, and who kept thinking small.
Also, if you haven’t checked out John’s blog yet – you should. He’s got some extremely intelligent takes on what’s going on in the creative and marketing world today.