In "The Small BIG," Steve J. Martin emphasizes the importance of understanding audience perceptions of social norms before labeling behaviors that diverge from these norms. This approach suggests that individuals often gauge their actions based on what they perceive to be typical or acceptable within their social context. Recognizing these perceptions can help effectively communicate and influence behavior.

By considering the prevailing social norms, one can better tailor their message to resonate with the audience, potentially leading to more significant changes in behavior. Characterizing deviant behaviors without this context may alienate or confuse the audience, making it harder to inspire the desired influence or action. Understanding these dynamics is crucial for effective communication and persuasion.