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We are Big Idea Hunters…

We live in a time of information abundance, which far too many of us see as information overload. With the sum total of human knowledge, past and present, at our fingertips, we’re faced with a crisis of attention: which ideas should we engage with, and why? Big Think is an evolving roadmap to the best thinking on the planet — the ideas that can help you think flexibly and act decisively in a multivariate world.

A word about Big Ideas and Themes — The architecture of Big Think

Big ideas are lenses for envisioning the future. Every article and video on bigthink.com and on our learning platforms is based on an emerging “big idea” that is significant, widely relevant, and actionable. We’re sifting the noise for the questions and insights that have the power to change all of our lives, for decades to come. For example, reverse-engineering is a big idea in that the concept is increasingly useful across multiple disciplines, from education to nanotechnology.

Themes are the seven broad umbrellas under which we organize the hundreds of big ideas that populate Big Think. They include New World Order, Earth and Beyond, 21st Century Living, Going Mental, Extreme Biology, Power and Influence, and Inventing the Future.

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Today's Big Idea: The Global Consumer

The Big Idea for Tuesday, July 31, 2012

As the world gets smaller, businesses and advertisers can no longer afford to trust their cultural assumptions about how to communicate with employees and consumers. They're becoming increasingly sensitive to cultural differences, not because this is the politically correct thing to do, but because cultural awareness positively impacts the bottom line.

We've all heard of marketing gaffes like Chevrolet's misbegotten attempt to market the Nova in Mexico ("No va" means "doesn't go" in Spanish), but as more American companies do business in Asia and vice versa, they're facing profound differences between individualist and collectivist cultures, and learning how to negotiate them. 

More broadly, as they do business, Western and Eastern culture in the coming decades will increasingly find their cultural assumptions reflected back at them from across the world, and will react with hostility and/or begin to transform. 


  1. 1 How to Get Ahead in Chinese Advertising
    Jason Gots Think Tank
  2. 2 What Culture Clash?
    Orhan Pamuk
  3. 3 U.S. Commercial Exceptionalism Can Level the Playing Field With China
    Tay Yoshitani Experts' Corner
  4. 4 Teach Your Child Self-Discipline Without Tiger-Parenting Her To Death
    Jason Gots Think Tank

Today's Big Idea: The Globa...

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