Despite the attraction of big and dramatic ideas, this video demonstrates why it is much smarter to go after small ones. It is impossible to achieve excellence in many aspects of performance - such as productivity, quality, responsiveness, customer service and safety - without getting the little things right. Furthermore, because big ideas are usually highly visible, rivals often quickly counter them. But small ideas tend to remain proprietary. Large numbers of them accumulate into a significant cushion of sustainable competitive advantage.
