Think big to most businesses mean: more staff, bigger premises, higher production, more sales, larger market share... BUT Think big can ALSO mean pulling back and seeing the big picture, and planning in longer timeframes.
Short-term thinking and focused thinking is the norm now. End-gaming (must achieve sales, must gain market share, must cut costs…) is rife. The resulting actions are drawn from a very limited set of obvious conventions (eg: want sales? cold call!).
Result: total lack of differentiation.
Business actions = routine, uninspired and boring.
Derail the thinking that leads to simplistic, everyone-has-done-it answers. Instead of "more advertising" to sell more, think about "making your sales people truly excited and happy to be at work", or "how do I genuinely wow (through actions, NOT advertising) my customers".