its almost a cliche now - for large organisations to think and act like small organisations. Ironic really, given the pride many corporate marketers can sometimes show in being bigger.  The point is usually related to small business qualities of nimbleness, and efficiency - e.g. finding very cost efficient web tools like squarespace rather than spending buckets on bespoke developers. (see Seth Godin for even more reasons small is the new big) Another quality becoming more in demand, however, is "speaking in an authentic voice". This means coming across like you are a real person, using natural language and relating to others as people. It means not coming across in generic, corporate-speak, clearly dressed up in self-focussed marketing bumph. Think about the customer intimacy that small operators must and do demonstrate - these may or may not be your direct competitors but they set the bar for your customer perceptions.