The Bigness of Smallness
  • Owner of Brand Autopsy Marketing Practice
  • Author of Tribal Knowledge: Business Wisdom Brewed from the Grounds of Starbucks Corporate Culture
  • Former Whole Foods Market Director of National Marketing

Nearly every big business began as a small business. However, a bigger business doesn’t always equate to being a better business. At some point, big can become bad. Big can become a matter of being convenient, rather than being unique. Big can become a game of market share, not customer care.

All successful businesses will eventually confront the Paradox of Growth. This paradox tells us the smaller a business is, the bigger it must look. Conversely, the bigger a business is, the smaller it must get. It is this paradox that serves as the foundation for Moore’s playful and informative presentation on how businesses can get bigger by acting smaller.

Using examples of established brands and emerging brands, Moore guides his audiences through actionable methods for how small businesses can thrive in a crowded marketplace and how big businesses can continue growing when faced with upstart competition.

John Moore - bio

The author of TRIBAL KNOWLEDGE: Business Wisdom Brewed from the Grounds of Starbucks Corporate Culture, John Moore is a recognized marketing expert. With intimate knowledge of Starbucks’ epic growth into an iconic brand, he has helped transformed the ways businesses look at marketing and branding. Also this former director of national marketing for Whole Foods Market is known for thinking outside the box, changing marketing for the better.

With excitement and experience for revolutionary branding, Moore helps create new ideas for organizations around the country.