Why Giants Can’t Dance: Sir John Hegarty on Rediscovering Creative Courage

When size becomes a burden—why bold thinking and cultural clarity are the new competitive edge

As artificial intelligence reshapes the boundaries of creativity and the business world faces ever-increasing demands for agility, Sir John Hegarty issued a sharp reminder at Cannes Lions: in today’s fast-moving environment, size is no longer a strategic advantage.

In a compelling talk titled “Why Giants Can’t Dance”, the advertising legend and founding partner of BBH laid bare the structural and cultural challenges facing large organisations. His central thesis? Bureaucracy is the silent killer of bold ideas, and if companies want to stay relevant, they must rediscover the founding philosophies that once made them great.

Image courtesy of Getty Images/Cannes Lions

Bureaucracy: The Enemy of Boldness

Hegarty began with a searing critique of corporate inertia. In his view, the sheer size of many organisations breeds caution, not courage. Instead of acting decisively, giants lumber under layers of hierarchy and internal politics. “Size,” he argued, “is no longer a strategy. It’s a liability…