"The big idea is dead. There are no more big ideas. Creative leaders should go for getting lots and lots of small ideas out there. Stop beating yourself up searching for the one big idea. Get lots of ideas out there and then let the people you interact with feed those ideas and they will make it big.
Make sure your brand and company has a smell, it has a sound, it has a feel and an intimacy with people. Think about how you can build empathy."

Kevin Roberts Saatchi & Saatchi CEO