Not being grand is difficult, for, throughout everyday life, we correlate more with more. The alternative is not necessarily having less or being humble, while both are great moments. It is a call to add a vertical dimension.

We imply and call on a certain grand-ness in business: 'many people, 'scaling profits,' 'changing the world,' 'the great x,' 'the future of y'. What about slow, small, developmental work that changes the framing of a few people in front of you? I argue that it pays more dividends in value (money or other value) than all shallow pseudo-far-reaching work. More mundanely, media does not sustain itself. How many promises can we put in the world? There is a bind between saying (media) and doing things in a way that reinforces each other. When that does not happen, media fades and drains the speaker in the process.