What do Harley-Davidson, LEGO, and Apple have in common? They're all based on communities.

Small Data defines this space, identifies the imbalances we all have and thus the gap these imbalances represents for your new innovation.

Visit your local supermarket or retail chain. You'll experience a lot of visual stimulus, but it's unlikely that your other senses will encounter any compelling messages.

Imagine Pepsi without Coke. Impossible, right?

Products are produced in the factory; brands are produced in our minds.

In a world where authenticity increasingly is in focus, consumers are seeking more than brands who focuses on revenue - consumers want to support brands with a purpose - one that justifies an emotional engagement.

Today's evangelism is just as likely to take place via chat rooms and viral videos as it is in a personal conversation or a sermon.