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    The paradox of big

    When the stakes are high, when it has to be a HIT, in all capital letters, we overinvest.

    The big stars. The lack of creative risk. The inflated budget and the meetings overrun with meddlers.

    After all, it’s big.

    Our insistence that it be guaranteed to work almost ensures that it won’t.

    Forcing something to be big makes it small.

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