I loved Small is the New Big as a little summer meme. Jeff Jarvis riffed on Seth's original post. Seth did, too.

The short version: Customer intimacy, speed, flexibility and new opportunities to outsource everything but the core value offered is making small companies more competitive. Craigslist, for example. Small, when it comes to organizational size, is en vogue.

Let's go even smaller. [The mantra of Merlin Mann: smaller, smaller. T-shirts, anyone?] Get Small Fast is apropos when it comes to sizing up our markets, developing products, creating communications programs.

• Markets: In direct contrast to the Get Big Fast thinking (go mass market, grow traffic, figure out a way to make money off an aggregated audience), ask -- how can I niche this even further? How can I speak to fewer people in more remarkable ways?
• Products: Hone in on a few key features for a target audience in the know. Design for them. Delight them. Let them drive your growth.
• Communications: Go small. Go direct. Be personal, human. When the market is intimate, you can use the insider language of the tribe. Even your little company brochure is probably too big, pitched too generally.

Clues:

• 37Signals, the usability design shop turned product development bomb squad. (See their excellent post on designing software for the Fortune 5,000,000.)
• Hugh Macleod's experiments with creating global microbrands with a Saville Row tailor and a winery.
• Blogjam Bonus: John Moore's slamming performance of "Small is the New Big."