But real people don't engage with the world via big ideas. We engage through activities that are scaled to real life. Big ideas—at least the kind we recognize as big ideas—are for big entities: corporations, countries, continents. If we're going to begin operating on a human scale at least some of the time, then we must abandon the one-size-fits-all way of doing things. That's just another artifact of the Industrial Age and its bias toward highly mechanized, repeatable manufacturing.