First, they are concrete events. This means that they’re easier for internal and external audiences to get their heads around. For a brand like Busch - rooted in the everyday and with a disdain for highfalutin’ marketing missions - this is important. Second, small wins represent stable building blocks. To explain this point, Weick used a parable. He asked his readers to imagine themselves counting 1,000 sheets of paper, while being constantly interrupted. He pointed out that, if they tried to do that in one go, they risked losing track and having to start all over again. Whereas if the sheets were put in stacks of 100, the danger of unravelling was much lower. Applied to our campaign, it meant that once Harvick had passed the finishing line, our victory couldn’t be undone. Handy in a fast-changing market like beer. Troed , Small wins vecde momento, Tey clo ty rth by exciliry intone! ft Crckernal cudlence, - md ptt ha dehy biry He eniconment.
