TED Talk: Why You Should Sweat the Small Stuff

When it comes to problem-solving, too many businesses suffer from what Rory Sutherland describes as the "T5 syndrome" in his latest TED talk here.

Designers of London Heathrow's Terminal 5 gave plenty of attention to the big, expensive bits of the building. But the smaller details, such as the signage, let it down.

Companies do this all the time, argues Sutherland -- giving their attention to grand, expensive strategic initiatives but failing to pay enough attention to small details, especially those revolving around how people use products or services.

What changes our behaviour is often the little details -- the cost or size or compulsion you put behind an idea often has little bearing on its success or failure.

Small details and simplicity can often be far more effective than flashy solutions, especially when dealing with human behaviour -- Virgin Atlantic' knows you're likely to pinch its little silver salt & pepper shakers. In fact, it has engraved 'stolen from Virgin Atlantic' on the bottom of them. At Stockholm's Lydmar hotel, the lift buttons start with Garage, then Funk, R&B.... so you can choose your elevator music. Pringles's Wimbledon branded packaging is another example.

So how can companies be persuaded to sweat the small stuff? Sutherland suggests we create a new job title: the Chief Detail Officer -- the person who recognises that there's little correlation between the amount of money you throw at a problem and how successful you are at solving it. It's the perfect job for the age of austerity.