Itay Dreyfus

A “small giant” is a company that chooses to optimize for mojo instead of growth.

It's a simple way to sustain an ongoing always-on outreach to nurture your network. This is the lifeblood of generating consulting work.

They are more like the rules of the product, conscious choices towards a desired behavioral end.

To clarify, my definition of design goes beyond aesthetic qualities and into areas of maintenance, cost, profitability, speed, and purpose.