Big data is great when you want to verify and quantify small data - as big data is all about seeking a correlation - small data about seeking the causation.
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Small Data defines this space, identifies the imbalances we all have and thus the gap these imbalances represents for your new innovation.
Rituals build brands.
Branding is not about what something says or what it means, but how it makes us feel.
When we brand things, our brains perceive them as more special and valuable than they actually are.
Where big data is all about seeking correlations - and thus to make incremental changes - small data is all about causations - seeking to understand the reasons why.
Powerful brands in the future will instead carefully choose who'd they'd love to be friends with - and who they'd be comfortable upsetting.
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