In the book "The Small BIG" by Steve J. Martin, the author emphasizes the importance of context in decision-making. He argues that the way information is presented greatly influences how individuals respond to it. Rather than the information itself being the deciding factor, the surrounding circumstances and presentation can significantly alter perceptions and choices.

This insight suggests that strategic framing and context can lead to more effective communication and persuasion. By understanding the nuances of how information is contextualized, individuals and organizations can create small changes that result in substantial impact in influencing decisions.