This Week:

Scaling Fallacy: The Bigger They Are…  

Have you ever heard someone say, "Go big or go home"? It's a catchy mantra, often thrown around in boardrooms and brainstorming sessions as if sheer size were a shortcut to success. But let's get real for a moment. What if, instead of being a guiding star, this ‘bigger is better’ philosophy is actually leading us down a rabbit hole of diminishing returns?

In the world of visual thinking, where clarity and communication reign supreme, scaling up can be like trying to fit an elephant into a Mini Cooper—not impossible, but you’re likely to break a few things in the process. Understanding the Scaling Fallacy isn't just for philosophers or over-caffeinated academics. It's vital for anyone who wants to make an impact with their ideas, especially in creative fields where size does not always equate to success.

Historically, it hails from the industrial era when mass production was seen as the Holy Grail. The bigger the factory, the more efficient it was assumed to be. Frederick Taylor, the godfather of efficiency, believed, "In the past, the man has been first; in the future, the system must be first." It’s a neat idea, but like all neat ideas, it's a bit too neat. The quote embodies the mindset of the time, where scaling up was synonymous with success.

But here's the twist: just because something is bigger doesn’t mean it's better. In fact, scaling up can often lead to a loss of detail, a dilution of quality, and a disconnect from the human touch that makes any creative endeavour truly special. Think about it—when was the last time you were awestruck by something massive, and when did something small and perfectly formed take your breath away?

Design in the Details: The Principle of Scale 

So, what does scaling mean in the context of design? It's not about blowing things up to an unmanageable size but rather about understanding proportion, context, and the user experience. Good design knows when to scale up and when to stay intimate. Imagine an elegant wristwatch—every tiny gear is meticulously designed, not to be big, but to be precisely the right size.

One might consider the world of architecture. The grandiosity of a skyscraper might impress, but the quiet genius of a perfectly proportioned tiny home or a minimalist cabin can evoke an entirely different level of admiration. It's about how these spaces make you feel, not just how much space they occupy.

Creativity at Scale: Small Wonders, Big Impacts

Let’s look at two surprising examples from the world of creativity that demonstrate how the principle of scale can lead to profound outcomes. 

The Miniature Magic of The Borrowers 

The Borrowers by Mary Norton. The story revolves around tiny people living hidden lives in human homes. Norton’s ability to scale down the world allows readers to experience the extraordinary in the ordinary—a pin becomes a sword, a dollhouse is a mansion. It's a masterclass in shifting perspective through scale, turning the mundane into the magnificent. 

The Borrowers was expertly illustrated by Joe Krush. His illustration style is defined by intricate, finely detailed pen-and-ink drawings that evoke a sense of warmth and nostalgia. His mastery of texture and line work brings characters and settings to life with a timeless quality. Krush creates a whimsical, miniature world where everyday objects take on grand significance. His delicate approach, combined with his keen eye for storytelling, has influenced generations of illustrators who strive for subtlety and emotional depth in visual storytelling. Krush’s ability to blend realism with fantasy has made his work enduringly iconic in children’s literature.

The Compact Brilliance of Yo-Yo Ma’s Bach Performances 

On the opposite end of the spectrum, we have Yo-Yo Ma’s performances of Bach’s Cello Suites. The cello is a modest instrument in size compared to an entire orchestra, yet in the hands of a master, it conveys a universe of emotion. Ma’s interpretation of these suites is a testament to how something small and contained can resonate on a deeply emotional level, filling entire concert halls with its presence.

Both examples illustrate how scale isn’t just about physical dimensions—it’s about the impact something has, regardless of its size. Whether it's the tiny world of The Borrowers or the single cello voice in a grand hall, both achieve greatness not by growing larger, but by understanding the power of being precisely the right size. 

We Are Cognitive: Scaling Smart, Not Large  

At We Are Cognitive, we get it. We understand that in the realm of design and communication, bigger doesn’t necessarily mean better. Our work in whiteboard animation, explainer animations, and rich pictures is about distilling complex ideas into bite-sized, digestible visuals. We know that the devil—and the delight—is in the details. 

When we create, we scale appropriately. We make data clear and understandable, teaching step-by-step through visual instruction, enabling informed decisions, and inspiring action. Our approach isn't about bombarding our audience with oversized concepts but about presenting ideas that resonate and fit perfectly within the space they’re meant to occupy—whether that space is a screen, a page, or the viewer's mind. 

Pillars of Scale: Inform, Develop, Enable, Animate 

Let’s break it down. Our company pillars—Inform, Develop, Enable, and Animate—are not about making everything bigger but about making everything clearer, smarter and more impactful. 

• Inform: We clarify complex data, ensuring it’s not just visible but digestible. We don’t overload; we refine. 

• Develop: Step-by-step visual instruction is our bread and butter. We know that learning isn’t about cramming in information; it’s about pacing and proportion. 

• Enable: Signposting decisions isn’t about giving more options; it’s about highlighting the right ones, at the right scale. 

• Animate: We lead hearts and minds by engaging emotions on a human scale, creating connections that last. 

These pillars aren’t just about communicating; they’re about transforming how people think, act, and feel—by scaling our efforts to what truly matters. 

Further Reading: A Recommendation to Dive Deeper into Scaling

If this topic has piqued your interest, I highly recommend Scale: The Universal Laws of Life, Growth, and Death in Organisms, Cities, and Companies by Geoffrey West. West’s exploration of scaling in the natural and social sciences offers a fascinating perspective on why things work—or don’t—when they’re scaled up or down.

West’s book ties beautifully into our discussion of the Scaling Fallacy by showing how the principles of scale apply across various disciplines. He provides evidence and case studies that reveal the complexities of scaling, making it an essential read for anyone looking to understand why bigger isn't always better. The book is a compelling argument for why scaling needs to be done with careful consideration and not just blind ambition.