Let us start by clearing the air and say this, it does.

Now that we know the obvious, let us get to the mixed messages about size. It is a huge part of our lives and in fact, to make that point I had to emphasize that it is a “huge” part of life – just in case you skipped it.

So where does size come into play?

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I could start with our fashion and modern day accessories. In the 1980’s the mobile phones were humongous just as the t.v sets, desktops, and literally anything we take for granted these days.

For fashion, the bigger – the better and of course more colorful in those times. The 1990’s jeans and sneaker wearing craze in turn engulfed that era before we resorted to wearing less with every passing decade after that.

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Size plays a big role in politics, relationships (read sex), military and economics. The bigger the party, the more votes they are likely to garner and hence win the election, the bigger the “assets” in a relationship for both parties, the better the ‘relationshiping’ and obviously, the bigger the military, the more likely that country is to win the battle/war.

In economics and business, there is no way around it. Big is good. Be it profits, revenue, sales, customer base, market share, capital and all that goes with it, big is what you probably want.

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Our entertainment has not be spared by the notion which  has created a sort of unquenchable desire for even bigger scale films, tours and this is the basic consumer behavior with every passing year. In music, skinny artists attack full-bodied types of people and in return, they too have artists that represent them and attack the skinny clan. The cycle continues and therefore you are either all about the bass or about simply shaking it off! (You get my drift)

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For a brief period in the early and mid-2000’s some manufacturers started bringing the “smaller” concept back to the world in the guise of convenience and for a while, it seemed like a big was simply ridiculous. Phones became smaller in size and lighter too.

Two door cars and mini-cars became a symbol of smart and efficient people (not just women). Heck, even families became smaller as a result of family planning becoming the default mode of most modern marriages.

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The side effect was and is, people started wearing smaller clothes as if the boutique and downtown storeowners had suddenly taken note of this shift. Fitting clothes, leggings, body-hugging and skimpy fashions became the norm.

Suddenly, big foot, or whoever makes these huge items realized that he was losing to the little guy. The era of obscene castles for a home, a van for the family and oversized clothes was surely under threat and still is.

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A few years ago, the world was stunned by how big can fall and fall he did when the Lehman Brothers along with most global economies followed during the financial crisis.

The victims of the crisis included the United States (the largest economy in the world), the United Kingdom and most of Europe to mention but a few.

The survivors were our own Uganda (if the statistics are to be believed) which actual registered some impressive growth during that turbulent period. It is nowhere the largest economies in the world but it is 3rd in East Africa and 18th in Africa. (That is something at least!)

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Now big is making a comeback. Bigger phones (screens not in terms of weight), larger screens (still flat at the back though - thank God), bigger cars (with smaller engines to give one the illusion of big and efficient), bigger buildings (skyscrapers touching the heavens and beyond – REALLY?) and most recently, bigger “assets”. (Clothes that enhance bodies are now in vogue. They literally have extra potions of fabric to boost the one’s physical appearance). Let us not forget the folks who are tirelessly peddling their enhancement surgery services and magic pills on the market.

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The irony is, most people (mostly hypocrites and those too humble to tell the truth for once) would say, “It does not and all that matters is how it is used.” In that effect, they are effortlessly trying to spare the receiver’s ego, which as it turns out; it is another thing that gets bigger with such flattery! Ha!