Think ‘small’

‘Think big’ is a cliché in business. It works well for goal-setting. When it comes to strategising, it can lead to solutions that are ‘blanket’, shallow and /or ‘overkill’. 

Instead, by miniaturising the variables, there can sharper focus on what needs to be done. For example, how will advertising Ceylon Tea on the attire of our cricketers influence a British consumer at a London supermarket to switch brands? To make that switch, how can we convince the supermarket to stock Ceylon Tea brands and for this to happen, how can we convince the top global brands to switch to Ceylon Tea? Or how can we create top

global brands?