Is Thinking Small the Next Big Thing?

by Rick Duvall on 07/09/2009

innovationAs editor-in-chief of PC World magazine, Harry McCracken was wildly successful. Under Harry’s watch,PC World created a formidable presence in both print and online editions. However, Harry McCracken did not let success blind him from seeing a greater opportunity. Harry left behind a team of professionals (more than 50 editors, writers, designers, product testers and web developers) to launch what is still  a one man operation: A Web site, Technologizer.com, offering “a smarter take on tech”. Technologizer.com is a technology news site and blog that, according to site statistics, reaches over 300,000 unique visitors a month. Technologizer.com has also attracted more than a few world-class advertisers, as well.

Harry is a shining example of what one person can do by taking advantage of the unique opportunities the Web presents. The Internet enables the smallest of media companies to compete on an equal footing with even the largest media company in the world. In fact, thinking small can be a big advantage over the entrenched mindset of the mega-corporate structure. Being small enables you to be nimble and agile, traits that are essential to compete in today’s relationship economy. Individuals can take inspiration and encouragement from Harry McCracken’s example. Businesses can learn a lesson from Harry, too.

Companies that sit idly by, thinking that they can’t afford to invest in a strategy that includes an intense online presence are missing the point. Success online doesn’t require massive resources; success online only requires understanding how to leverage the resources available.

But before building a new identity online most companies must be willing to tear down the old corporate structures and policies that prevent quick action due to their inflexibility. Generating conversational currency is not a fad, it’s not simply about taxing an already overworked staff with an online focus; generating conversational currency is a whole other ball game – a new economic paradigm.

Fortunately for Harry McCracken, he wasn’t lulled by the comfort of his previous success, nor blinded to the possibilities of thinking small in order to grow big. Perhaps we can benefit from Harry’s story. As Ben Franklin said, “Experience is the best teacher if a fool can learn no other way.”

{ 31 comments }

DaveZatz July 11, 2009 at 11:15 am

300k isn’t very good. I know several hobbyist bloggers in that range and beyond. And I think we all know HP consistently overpays for ad campaigns. (I, too, have been a recipient of their rain. But given how they and their agents, like the former Buzzcorps, manipulate the blogosphere we’ve severed ties.) Having said all that, Harry’s got the best tech blog on the web and hopefully his traffic will reflect that in the near future. I’m pulling for him and am a dedicated reader.

Claire Chang July 10, 2009 at 5:49 pm

RT @harrymccracken: Wow! A really nice article about…me: http://bit.ly/3FFVT4

Becca Youngs July 10, 2009 at 5:48 pm

Congrats, Harry! @harrymccracken Wow! A really nice article about…me: http://bit.ly/3FFVT4

Jonathan Bacon July 10, 2009 at 5:41 pm

RT @harrymccracken: Wow! A really nice article about…me: http://bit.ly/3FFVT4 (Isn’t PR great when it works for you!)

Harry McCracken July 10, 2009 at 5:38 pm

Wow! A really nice article about…me: http://bit.ly/3FFVT4

clairesays (Claire Chang) July 10, 2009 at 6:03 pm

Twitter Comment


RT @harrymccracken: Wow! A really nice article about…me: [link to post]

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beccayoungs (Becca Youngs) July 10, 2009 at 5:53 pm

Twitter Comment


Congrats, Harry! @harrymccracken Wow! A really nice article about…me: [link to post]

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jonbacon (Jonathan Bacon) July 10, 2009 at 5:44 pm

Twitter Comment


RT @harrymccracken: Wow! A really nice article about…me: [link to post] (Isn’t PR great when it works for you!)

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harrymccracken (Harry McCracken) July 10, 2009 at 5:42 pm

Twitter Comment


Wow! A really nice article about…me: [link to post]

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the_shewolf (the_shewolf) July 10, 2009 at 8:14 pm

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@harrymccracken Congrats!

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Vanessa Warwick July 10, 2009 at 4:35 am

RT @MarcusIde Is Thinking Small the Next Big Thing? http://bit.ly/XUxNa | Small is the new big.// Excellent article. Thanks Marcus.

Marcus Ide July 10, 2009 at 4:18 am

Is Thinking Small the Next Big Thing? http://bit.ly/XUxNa | Small is the new big.

Aron Stevenson July 10, 2009 at 4:10 am

Is Thinking Small the Next Big Thing? | The Relationship Economy…… http://ow.ly/gWay #ecademy

MarcusIde (Marcus Ide) July 10, 2009 at 5:03 am

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Is Thinking Small the Next Big Thing? [link to post] | Small is the new big.

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4_Walls (Vanessa Warwick) July 10, 2009 at 4:38 am

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RT @MarcusIde Is Thinking Small the Next Big Thing? [link to post] | Small is the new big.// Excellent article. Thanks Marcus.

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Mark Harai July 10, 2009 at 12:17 am

“Is Thinking Small the Next Big Thing?” http://bit.ly/3FFVT4

Rick July 10, 2009 at 12:25 am

Your so right, Dan. It’s all in the vetting. Those with relevant knowledge filters will rule!

gacconsultants (Mark Harai) July 10, 2009 at 12:20 am

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“Is Thinking Small the Next Big Thing?” [link to post]

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thinkBIG_blog (Ken Peters) July 10, 2009 at 1:07 am

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@gacconsultants I hope it’s not 🙂

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Simon Mainwaring July 9, 2009 at 5:39 pm

Is Thinking Small the Next Big Thing? http://bit.ly/3FFVT4

Brian C. Citizen July 9, 2009 at 4:04 pm

Daily Deragon Dose: Is Thinking Small the Next Big Thing? http://tinyurl.com/ltszq7

dan July 9, 2009 at 3:48 pm

Rick; Interesting post. I looked at the site and they fill a classic market need – the proverbial vetting mechanism.

This is a valuable form of conversational currency that brands must pay attention to. The true value, however, is reflected by what happens in a market in the absence of such vetting mechanisms.

Rob Harvey July 9, 2009 at 3:14 pm

Is Thinking Small the Next Big Thing?: Harry McCracken didn’t let success blind him from seeing a greater opport.. http://bit.ly/GPR0l

b3buy (Business 3.0 Corp.) July 9, 2009 at 3:09 pm

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Is Thinking Small the Next Big Thing? [link to post]

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DanielBlog (Daniel Bass) July 9, 2009 at 1:39 pm

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RT @tweetmeme Is Thinking Small the Next Big Thing? | The Relationship Economy…… [link to post]

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JDeragon July 9, 2009 at 1:21 pm

New blog post: Is Thinking Small the Next Big Thing? http://bit.ly/nfRo0

BrianCitizen (Brian C. Citizen) July 9, 2009 at 11:07 am

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Daily Deragon Dose: Is Thinking Small the Next Big Thing? [link to post]

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JDeragon (JDeragon) July 9, 2009 at 9:48 am

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Is Thinking Small the Next Big Thing?: Harry McCracken didn’t let success blind him from seeing a greater opport.. [link to post]

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StarGazon (StarGazon) July 9, 2009 at 8:43 am

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Is Thinking Small the Next Big Thing? /The Relationship Economy……/ – Harry McCracken didn’t let success … [link to post]

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prblogs (prblogs) July 9, 2009 at 8:37 am

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RelationshipEcon: Is Thinking Small the Next Big Thing?: Harry McCracken didn’t let success bli.. [link to post]

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JDeragon (JDeragon) July 9, 2009 at 8:26 am

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New blog post: Is Thinking Small the Next Big Thing? [link to post]

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