A LOT ABOUT A LITTLE

When Marc Ronson was starting out he would DJ all the clubs in New York

And he really put the work in

Often doing six-hour sets, four or five times a week

It didn’t take him long to develop a great reputation

People knew that if he was DJing they would be dancing all night

Unlike almost any other art form DJing has an immediate feedback loop

And a very clear KPI

Get them dancing then keep them dancing

It’s musical test and learn


Does this track work, how about this one?

But with so many different people dancing 


It’s difficult to read their reactions and feelings

Are they discussing how much they like this song?

Or whether they should check out another room?

The bigger the venue the harder this gets

Ronson had a good solution


To completely ignore 99% of the dance-floor

And instead focus all his energy on one group 


He would use this group as his barometer

And his mission was to keep them dancing all night

He believed that knowing a lot about a small group

Was better than knowing a little about a big group

It gave him better insight into his performance


Focusing on one group meant he could spot the tiniest flickers

Of disinterest, excitement, pleasure…anything

And react immediately

He said if one if the group went to the bar

He would know he wasn’t killing it, and up his game

In advertising we often fall into the trap of looking at the whole dance floor

Trying to know a little about a lot of people

Rather than trying to know a lot about a few people

But it’s only when you know a lot about someone

That you spot the interesting things

Like whether they become a different person when they’re hungry

Or always like to look like they’re in control 


Or love the fact that their cat bosses them around

We should follow the Marc Ronson approach a bit more

And try and know a lot about a few people, instead of a little about a lot