Summary of Think Big and Act Small

99U, more...

Watch the video

Think Big and Act Small  summary
If you can sell an island accessible only by boat to cynical New Yorkers, you can teach marketing.


7 Overall

9 Applicability

6 Innovation

7 Style


Leslie Koch, a marketer and former CEO of the Fund for Public Schools, is in charge of selling Governors Island to New Yorkers. She espouses the importance of five basic marketing principles. Her intelligence and humor, coupled with down-to-earth practicality, reveal her passion for her job and her commitment to effective marketing. If you would like a clear, useful introduction to marketing, getAbstract recommends this video.

In this summary, you will learn

  • What Leslie Koch, president of Governors Island, considers the five tenets of sound marketing;
  • Why you need to listen, know your product and construct a clear strategy; and
  • Why you should align your strategy with everything you and your employees do.


Governors Island is an abandoned military base off the coast of Manhattan. In 2003, the US federal government sold Governors Island to the city and state of New York. When Leslie Koch, president of the Governors Island Preservation and Education Corporation (GIPEC), was responsible for marketing the...
Get the key points from this video in less than 10 minutes. Learn more about our products or log in

About the Speaker

Leslie Koch is president of the Governors Island Preservation and Education Corporation (GIPEC).

Comment on this summary

More on this topic

More by category