When I worked for Revlon fewer, bigger, better was the mantra the communications group used to help focus our programs. The legendary brand was in the midst of a turnaround and recognized that they really couldn’t do it all. I loved this concept because if you did it right - really right - you could conquer the world. What a dream. To be able to really only pursue the very best, delivering the best results.
Nice idea. Doesn’t often work though. When things get tough, my experience is that clients always want more. They want more, the biggest and the best. Not always, but in general. Even as a business owner, one that is acutely aware of resources and the resulting limitations, I want more. As a creative thinker I can’t stand the word no. I’m most always in hot pursuit of the yes. ‘Yes’ just seems a lot better than no. The answer is out there - you’ve just got to find it. This thinking doesn’t really line up against the fewer, bigger, better model. And I know my associates would prefer if I said no much more often.
Here’s the thing: fewer, bigger, better really is the best strategy in the world of communications - and business.
As we become more connected across the globe and the pull to ‘do it all because you can’ gets stronger it’s more than smart, it's sane to stop and ask yourself, am I trying too hard for best when better might be, um, better? The allure of the hyper local movement, of narrower, deeper and more meaningful methods of connecting with each other has caught on because in the end no one wants to feel like a number. Fewer, bigger, better. It’s just a bit more human.