Does “Big = Bad” in the Persuasion Process?

As I stated in chapter one of The Underdog Edge, (, there’s nothing wrong with being a “big” organization, but especially in recessionary times, “big is bad.” That is the challenge for any political candidate, as well as any organization that wants to gain trust and goodwill—you have to be very careful about how you characterize your size and power. There is a reason small business organizations get more sympathy, attention and persuasion success than large business organizations in the legislative process.  See Washington Post blogger Chris Cillizza’s piece on this topic:

“Big is bad for politicians this election year as populist sentiment prevails”

What do you think? Does “big = bad” in the persuasion process?