“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.” ReasonBigsSeekingDataReason WhyCorrelationCausationIncremental Change Author:Martin Lindstrom
“Once you know the reason why - you've defined your white space of canvas on which you can paint and create a new concept idea. No matter how creative you are - and thus how much creative space you need - there's always some fundamental values and drivers your brand should seek to address - in order to become successful.” KnowsNeedsShouldIdeasMatterReasonValuesOrderSpaceWhiteCreativeSuccessfulConceptsFundamentalsPaintDefinedBrandsReason WhyAddressesDriversCanvasBecoming SuccessfulWhite SpaceCreative Space Author:Martin Lindstrom
“The consumer has become increasingly sophisticated in the way they obtain and digest information - of the simple reason that they've become comfortable about building and maintaining their own personal brands. This has thickened their "filter" and as a result made them become more critical towards advertising and communication.” WayMadeReasonSimpleResultsInformationBuildingCommunicationComfortableCriticalAdvertisingBrandsConsumersSophisticatedMaintainingFilters Author:Martin Lindstrom
“Opinion free brands simply will struggle to survive in the future - of that simple reason that we increasingly want to associate ourselves with opinionated and authentic brands.” WantReasonSimpleOpinionStruggleBrandsAssociatesOpinionated Author:Martin Lindstrom
