Just because you need to come up with a strategy doesn’t have to mean that it has to be complex. Success in business, sales, customer relationships… comes down to the new golden rule: SIMPLICITY. Sometimes, the need to impress overcomes good judgment when it comes to creating an innovative product or service. In the race to present the best features, we tend to overdo certain aspects, be it the use of jargon that makes our message hard to understand or vanity metrics that don’t add value to the business at hand. Whether we talk or write about our business plans, products, services – we often forget to keep things simple.
Creativity Can Mean Thinking.. Without the Box
Whenever I’m in a room meeting with top consulting ‘gurus’, I often wonder just how big the box that they’re in. Sometimes, the best way to come up with a business road map is to do away with the box and start on a clean slate. Does it make you wonder why you spend too many hours in brainstorming sessions? And most often, you get out of it more confused than ever. It’s only human nature to love everything that spells complexity, not because we’re complex beings, but because we love drama – of coming out as the winning protagonist in some heroic tale of epic proportions. All the praises and cheers after battling an eight-headed monster sounds greater than having to deal with a 100-legged worm. All that glory is an illusion that at the end of the day, time is wasted on trying to unlock a door with a thousand keys when you could have simply turn the knob around and find out that it’s open all that time.
Simplicity is More than Just Aesthetics
We’ve seen the return of zen-inspired websites, of no-fuss design that makes it easier for readers to navigate a site. But simplicity in business is more than just aesthetics. Simplicity is innovation in its very basic, by solving complex problems in everyday life. A great example of this is by looking at Steve Jobs and his Apple products, where simplicity of form follows ease of function – which became his most renowned legacy. As he said to The New York Times, “…It’s not just what it looks like and feels like. Design is how it works.” Then, we can look back at the “less is more” concept when it comes to design and no matter how streamlined a plan can be, it is a product of careful analysis and commitment to excel at every turn. This may be the top reason why people will want to buy a simple product with a high value at a high price; it’s the benefit that counts.
The Art of Driving Sales and Customer Loyalty
Again, the answer is simple.. Simplicity is the best driver of them all. Most often, I talk to customers about what makes them buy from an e-commerce site and it all has its roots in simplicity. Customers are frustrated these days with technological gimmicks like having to scan codes to get discounts, waiting in line to get an exclusive invite and so on. Why make things complicated when you can easily display the info in one place, no matter what the screen size is? Why make it hard for people to find what you have to offer? In the need to look cutting edge, we may forget to map where our customers make decisions when they visit our website. There’s just too much clutter and before you know it, your bounce rate hits higher than 70%.
Someone said that ‘if you build it, they will come.’ I’d rather say that ‘if you make it simple, customers will not only come.. but, they will share this fresh experience with everyone.