What is Big Think?  

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.

Big Think Features:

12,000+ Expert Videos


Browse videos featuring experts across a wide range of disciplines, from personal health to business leadership to neuroscience.

Watch videos

World Renowned Bloggers


Big Think’s contributors offer expert analysis of the big ideas behind the news.

Go to blogs

Big Think Edge


Big Think’s Edge learning platform for career mentorship and professional development provides engaging and actionable courses delivered by the people who are shaping our future.

Find out more
With rendition switcher


Question: How do you build a brand?

Andrew Spade: I don’t think you think about building a company. I think you think about building a product. A lot of people asked, “It must be daunting how to start a company.” I always respond, “We never started a company. A company is a byproduct of making a good product.” We made six bags for Kate, and made two for Jack. And we made them really well, and slowly but surely found an audience for those bags. Sold them to the right stores who had the customers who we believed would appreciate those. So we limited the distribution, let it go where it would go naturally, and really focused on the product. I mean if you focus on the product, and you watch the market, and you understand where there are voids, and you find something that’s new, that satisfies a need – it’s so old school it’s simple – and be consistent about it, watch quality, hire great people, and really stay true to your original vision and just expand on it, then you have a company and a brand. Brands take a long time. You can’t build history into something. We can’t compete with the Europeans who’ve been around a hundred years. So we have to be innovative, and a little bit more clever and intelligent. Because no one believe something is well made when it’s two years old. You know, if you’re a hundred year old company and you’re still going, you obviously know what you’re doing. Does that make sense?

Recorded on: 7/12/07


Re: How do you build a brand?

Newsletter: Share: