Think small

I stole this from Rory Sutherland's TED talk about simple solutions for big problems.

It's a great illustration of the gaping hole in our approach to problem solving . We've so completely dismissed the idea that simple & cheap solutions exist, we don't even have a name for it. Conventional wisdom says big problems require big and expensive solutions. Conventional wisdom is preventing us from seeing the low hanging fruit.

What do you call that bottom-right quadrant? How do you ensure simple solutions aren't blocked by big-budget blindness?