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.
Martin LindstromWe're also more affected by aspirational signals in an offline world where it is more difficult to "hide" and thus indirectly increases the influence from others.
Martin LindstromPlacing a wedge of lime in the neck of a Corona bottle helps sell those beers. And where did that ritual come from? One story has it that two bartenders in California were curious how fast a ritual could spread. Astonishingly fast, they discovered.
Martin LindstromPowerful brands in the future will instead carefully choose who'd they'd love to be friends with - and who they'd be comfortable upsetting.
Martin Lindstrom