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Small amp big sound

I have heard again and again that you can get a big sound out of a small amp. I don't really understand how this is possible, and was wondering if someone could expain this phenomenon.
I am after a Guns&Roses (Appetite for destruction) kind of sound. Or a Lynyrd Skynyrd (That Smell) sound. Can I get this with a fender champ or little danelectr?