There was time where small was good. Specialist, personal, local. And then came a time of big business, out of town superstores and Manchester United. Suddenly there for a while is wasn't so cool to be small, it was cool to be big and all powerful. People used to live in small places and make things for their small places, sometimes from cottages, therefore creating "Cottage industries". These industries were small and perfectly formed. They filled a need within their society and actually knew the people they were making things for. If Bill didn't want his yarn jumper in blue he could ask for it in Red. With Bill on the front. June didn't like Blue and wanted hers in Red. (You get the idea) It wasn't onesize fits all. It's small more bespoke. The little ad agency is like that, mainly because the internet is like that, mainly because people are like that. And should commuication that talks to people, try and act more like people?
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