"Big used to matter . . . There was a good reason for this. Value was added in ways that suited big organizations. Value was added with effi cient manufacturing, widespread distribution, and very large R&D staffs. Value came from hundreds of operators standing by and from nine-fi gure TV ad budgets. Value came from a huge sales force . . . Recent changes in the way things are made and talked about mean that big is no longer an advantage. In fact, it’s the opposite. If you want to be big, act small."Seth Godin em "Small is the new big" em Junho de 2005.