"Beware of the tyranny of making small changes to small things. Rather, make big changes to big things."

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My belief is that if you grapple with the big changes until you really get them and if you develop an internal compass to steer your marketing and communications, you will be working in a discipline that is more exciting, more intellectually rich, more delightfully complex and ultimately more rewarding than it has ever been.

— James Murdoch