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

If we define value as emotions - and emotional engagement...i.e. love!

Remember, that the logo is really the dot on top of the i.

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.

I did however realize that only 4% of the world's population turns creative when in contact with water and thus we dialed this dimension down and changed direction.

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

Because we're always more woundable when caught at exactly the time where we're in the mood for that particular product or service - and as Big Data increasingly are able to pick up on clues revealing desire - automated systems are increasingly able to hit at exactly those moments, across those channels we move - with an offer matching exactly what we're desiring.