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Linda Kaplan Thaler - The Power of Small: Why Little Things Make All the Difference

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For Emily and Michael from your first small steps you have made my heart leap - photo 1
For Emily and Michael from your first small steps you have made my heart leap - photo 2

For Emily and Michael
from your first small steps,
you have made my heart leap.
Linda Kaplan Thaler

For Kenny and Melissa and the belief
in miracles lare and small.
Robin Koval

Contents

Chapter 1:

Chapter 2:

Chapter 3:

Chapter 4:

Chapter 5:

Chapter 6:

Chapter 7:

Chapter 8:

Chapter 9:

Acknowledgments

There are so many people whose help and guidance have contributed to making The Power of Small a reality.

First, our thanks go to Richard Abate at Endeavor, for believing in us from the beginning and for continuing to be our strongest advocate. Richard's tenacity and ingenuity helped us write what we believe is the perfect book for our challenging times.

Our heartfelt thanks go to Tamara Jones, our writing muse and a brilliant journalist. Tamara kept us honest and stuck with us through the long haul. And thanks for the brownies! Thank you to Sandra Bark, for her terrific research acumen, ebullient personality, and unfailing spirit. Even when the task seemed impossible, Sandra worked tirelessly to uncover the facts, quotes, and anecdotes that brought meaning to our ideas.

Thank you to our amazing editor at Doubleday, Roger Scholl, for providing the original inspiration for this work. Roger, you have the uncanny ability to ferret out the diamonds in the rough, to keep us on course and true to our voiceand always with kindness and diplomacy. In addition, we want to thank the many other folks at Doubleday who helped make this book possible: Meredith McGinnis, Michael Palgon, Talia Krohn, Liz Hazelton, and Roger's assistant, Anna Thompson.

A warm thank-you to Karl Turkel for his incredible and charming cover design and for finding the perfect mascot (our ant) for the book, as well as to Phil McCobb and Paul Kirchner for generously donating their time to give our ant life. And thank you to Creative Directors Alex Spak and Jill Danenberg for all their brilliant advertising ideas. Thanks to Josh Comers for contributing his comedic genius.

Special thanks to our publicist, Mark Fortier, and his assistant, Danny Estremera, who have been instrumental in bringing The Power of Small to the world in a very big way. Thank you to Evan Greenberg, Leslie Jacobus, Joe Rella, Brenda Vinton, and Davis Stewart all Allscope Media, for giving us so much of their time, expertise, and media savvy. And thank you to the talented crew at Fat Free, Mike Metz and Dennis Hayes, for designing our website, as well as Kate Noonan and our own Myles Kleeger and Lauren Reilly for helping us navigate the digital world. Thank you to Lisa Bifulco, for producing all our videos with excellence (and always on time and on budget).

A very special word of thanks to our wonderful clients, friends, and co-workers who inspired so many of the stories in our book: Steve Sadove, Dan Amos, Karl Ronn, Patricia Fripp, Scott Fimple, Annamarie Ausnes, Sandie Anderson, Tom Amico, Eric David, Danny Meyer, General Colin Powell, Michelle Alba-Lim, Molly Boren, Dr. Ona Robinson, Amy Sutherland, Anthony Pinizzotto, Edward Davis, Charles Miller III, Kenny Dichter, Tony Hassini, Paul Gumbiner, Greg Davis, Randall Tallerico, Carol Gardner, Sheri Schmelzer, Jen Groover, Warren Brown, Sandi Genovese, Don Schoendorfer, Greg McHale, Brendan Finn, Dr. Carol Kinsey Goman, Nell Merlino, Adele Horowitz, Syndi Seid, John Breen, Shauna Fleming, Michael Lucco, Greg Lucco, Matthew Greenbaum, and Stu Snodgrass.

Our extra special thanks to comedian extraordinaire Gilbert Gottfried for his wonderful foreword, mega rock legend and marketing guru Gene Simmons, the inspirational and courageous Jamie Clarke, and baseball legend and American icon Yogi Berra, whose wisdom, I'm not in a slump, I'm just not hitting, got us through some long, difficult nights while struggling to complete the manuscript.

Thank you to Maurice Lvy, the CEO of our parent company, the Publicis Groupe, for your enthusiastic support of all our literary endeavors.

And a resounding thanks to everyone at The Kaplan Thaler Group for their help, guidance, and positive spirit: our tireless assistants, Fran Marzano and Josie Forde; our brilliant Director of Corporate Communications, Tricia Kenney, and the members of her team; Charlotte Lederman for taking on the enormous task of managing all our marketing programs; Erin Creagh; and Charisse Higgins. Thank you to all the other wonderful and supportive executives at KTG: Gerry Killeen, Kevin Sweeney, Greg Davis, and Jeffrey Wolf. And a hearty thank-you to Dennis Marchesiello and all the members of the KTG Graphic Studio for their amazing talents and extraordinary efforts, including John Vila for his keen proofreading skills.

A special thank-you to our families, for their unending support and wonderful stories, which have truly enriched this book:

To my wonderful husband, Fred Thaler, and our children, Emily and Michael, who always keep me honest, and are a constant source of joy and laughter. And to my beloved parents, Bertha and Marvin Kaplan, who have believed in me since day one, and provided such a funny and cautionary tale to the book.

To my beloved husband, Kenny Koval, the man who has been my hero and best friend for nearly three decades. And to the beautiful, talented, and brilliant Melissa Koval: may your future be sprinkled with star dust.

Foreword

Before we get going here, you probably want to know why I'm writing the foreword to this book. Well, first, I'm a small man. It would have made no sense for Shaquille O'Neal to write it. Second, and let's face it, I'm funnier.

In my line of work, small things make a big difference. If you're a half-beat off, the joke goes over like pork rinds at a bar mitzvah. One off-color comment at a corporate gig, and you'll find yourself on the unemployment line. And that's true in other professions as well. On the other hand, the right one-liner delivered at the right time can solve world hunger and bring peace to the Middle East.

Okay, maybe that's a stretch. But small things really do make an enormous difference. I know. When Robin and Linda's agency created the Aflac Duck, they turned my small talent for quacking into one of the most successful advertising campaigns in history.

Thinking small is even more important in times like these. Let's face it, between global warming, the financial meltdown, and twittering, we don't know what we're facing next. I feel overwhelmed just trying to change a lightbulb. Imagine trying to fix the world. So why not spend a bit more time on the little gestures that can improve our lives and the lives of others? Write a note to thank someone for doing you a favor; tell your kids that you love them; walk a senior citizen across the street. Then, when we're all foraging for food in the post-apocalyptic economy, that person you held the door for at the pharmacy may share some of their gruel with you.

So read on. Find out why paying attention to the small things can pay major dividends. It's not a long book. Just read one chapter at a time. Or one page at a time. After all, it's the small things that make a difference. Just ask any of my former girlfriends.

Gilbert Gottfried

Introduction

In a world in which we are urged to see the big picture and grab the brass ring, where the world seems to constantly accelerate with every new website and technological tool, it too often feels as if we don't have the time to sweat the small stuff. The details get lost in a flood of digital data, e-mails, and YouTube videos. We have become a nation of skimmers, our attention limited to sound bites, live video clips, and headlines. Too often, we live our lives as a series of SparkNotes. As a result, the small cues, the simple gestures, the random acts of kindness that give life texture and meaning are too often overlooked or ignored. We feel too pressured to notice the nuances of human behavior, or to bother with the small personal efforts that may, ultimately, win us more attention than our grand acts or intentions. The fact is, no one gets ahead, wins the promotion, or saves the guy or girl, without noticing, sweating over, and taking care of the small stuff.

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