Posts tagged simplicity has gone the way of the dodo
here an insight, there an insight, where an insight?
Feb 9th
So.
Every once in awhile in the ad/marketing business we talk about “what’s the insight that will help us create the big idea?”
Ok.
Not every once in awhile.
Actually ad nausea.
So often your head hurts.
In fact it may be the reason why people in the industry drink as often as they do.
Wow. I wonder if that is an insight.
Anyway.
Here is an insight to the aggravating people always asking for “an” insight.
There are product insights.
Company insights.
Consumer (or user) insights.
There are category insights for gods sake.
Insights are all around us (I wanted to use a gnat analogy but that could be construed as sarcastic).
Here an insight, there an insight, everywhere an insight (I believe that is a nursery rhyme insight reference).
In the end … a really good insight in marketing/brand management/product development/whatever development … marries the product and consumer needs.
Here is an insight.
Consumers don’t care about products or brands. All they care about is outcomes and results. Let’s , for simplistic sake, suggest that is “need.”
Some marketing insight guru described a consumer insight as “penetration into the target’s collective subconscious to unearth a link between untapped attitudes and behaviors to discover a deep-seated truth that reveals important needs/values the brand can exploit to connect with the target to impact attitudes and behaviors.”
That insight definition made my head hurt.
Especially the “exploiting” part.
But.
I do like the ‘deep seated truth‘ part.
Regardless. Suffice it to say the guru meant “an insight into need.”
<oops. Too simple>
Anyway.
There is no one insight.
And rarely is an insight more than just a window of opportunity (only to be replaced by another “insight” at another time).
The only thing that stays the same? That truth part.
Because the frickin’ truth is that if you want to change something in a consumer mindset (attitude) leading to purchase/usage (behavior) which benefits the brand (sales) … focus on some outcome/result.
Yeah … yeah … yeah … that ‘outcome’ may be a Maslow type outcome (self-worth, appearance, esteem, actualization, etc.) but that is outcome for god’s sake … not some mumbo jumbo on a voodoo thing I want to penetrate and exploit.
It is something real to a person. And if it is real … it is a truth. And if it is a truth it cannot be exploited … it can only be something that can be ‘met.’
And, by the way, if you happen to wrangle up an insightful truth (and make it through the mumbo jumbo marketing maze internally and externally) it really can impact what you do:
- Product design: how it looks and what it says on shelf or wherever you sell it. Why? Well. Now we can talk about exploiting. Because if you DID make it through the maze I can guarantee you are the exception to the rule … most of your competitors didn’t … therefore you can exploit their failure to do so (marketing gurus call this “weakness”).
- Marketing communication: this is obvious … but easier than you think (assuming you have made it to a ‘deep seated truth’) … why is it so much easier? Well.
hmmmmmmmmmmmmmmmmmm <I am thinking not humming>… because you have an opportunity to … well … speak the truth. Ok. It’s harder than you think despite that fact. Because even if you make it to this point (having identified the truth) a shitload of people will panic … they will want to dress the truth up in Lady Gaga like clothing trying to make the truth look ‘sexy’ (or more appealing). Why? Because sometimes people think the truth is too bland and needs to be spiced up. Marketing gurus make you think this way because they want to call his truth thing something like “an untapped compelling belief”. Yeah. Right. Marketing bullshit. Run away. As fast as you can.
So. This is easy if you are around people who accept that it is easy.
Ok. Next.
A lot of good insights are wasted. Not just because the window of opportunity closes while you dither around with whether the insight is really an insight or whether it is sexy enough … but because even with a good, or even mediocre, insight it gets wasted because then no one wants to identify who the insight should be communicated to.
Huh?
Yup.
It can be a real head scratcher but let’s say you find a nifty insight against a specific group … and then all of a sudden some genius stands up and says “tell everyone that … maybe they just didn’t know ‘x’ and we need to tell them … because … well … your presentation was great … and we should tell everyone the truth.”
In marketing layman’s terms this is some spineless jellyfish who doesn’t want to agree on a targeting choice but rather go to some broad audience (this is the infamous shotgun versus rifle battle).
Suffice it to say if most CMOs/Marketing/Agency decision makers were generals their armies would be carrying around shotguns and not rifles.
I think the Cosa Nostra called them “luparas” (lupara is an Italian word used to refer to a sawn-off shotgun traditionally associated with Cosa Nostra. The shortened barrel of a lupara lend itself to easier concealment and the lack of choke contributes to a wider spread of shot when the weapon is fired).
Yeah.
Well.
This is sounding more and more like the Valentine’s Day Massacre so maybe it is appropriate.
And it all starts so innocently.
“We need an insight.”
And it sounds simple … align purchaser need, an insight, and customer benefit and you can typically have a great opportunity to identify a good marketing idea.
Maybe it is simple because, once again, success revolves around the truth.
And maybe it is so frickin’ hard because, well, once again, it revolves around the truth.
In the end?
I end up discussing the mafia and shooting myself with a Lupara.
simplicity
Jul 14th
Ok.
This is probably going to end my posts on simplicity. I have written several (most recent on project briefs) and this is my most complex on simplicity … hmmmmmmmmmmmmmmmmmm now there is a paradox. Regardless. I get to use a bunch of quotes and rant about management and simplicity so it was fun to write. Enjoy.
“Something of true value does not become more valuable because it becomes complicated. – Donald Curtis
Whew.
If I could make this thought above a management mandatory ‘way-of-life’ I would be willing to give up coffee for the rest of my life (that is a REALLY big deal).
Why? Because if we actually lived and breathed this thought in the business world business would be more efficient, daily work life would be more efficient and life would be more efficient. Ok. It would be more efficient. Get it?
I think people believe simplicity doesn’t have value. Or maybe that complexity equals value. Either way you look at those last two thoughts we are screwed.
Here is the truth.
‘That which is simple is invaluable.’
Period.
End of thought.
“Simplicity is an acquired taste. Mankind, left free, instinctively complicates life.” Katherine Gerould
So. I laughed when I saw this quote for the first time.
We all want to simplify our lives (or at least we talk about it a lot) and yet, as a generalization, we all seem to seek every way possible to complicate our lives.
We are a certainly a ‘people’ of problem solvers (but also problem creators as a corollary). The problem appears to be we are all ‘doing’ so much it is difficult to keep it all simple. And, oddly in a way, we seem to find a certain pride in uncovering solutions to the complex lives we have created for ourselves. I guess it is just human nature in that we find self-value in problem solving. Therefore simplicity is just not seem as problem solving (or maybe it is just less self evident as such).
I guess I find that thought not only in life but in business.
And that thought creates challenges because the best solutions are often the ideas that are immediately obvious once someone shows it to you. It’s not an “ah ha” moment but rather a “doh!” moment.
The ‘doh’ is almost like the sound of complexity being unraveled into simplicity.
but instead of being happy (even delighted with the ‘doh’ moment we seek to find complexity.
Look. There is no simple solution to complexity.
Simple is hard.
Sometimes simple is arrived at by distilling complex solutions/ideas down.
Sometimes simplicity ideas can only be found from checking out all of the different solutions. And while you may end up with a “doh” moment you may be surprised by the solutions that make the most sense at the end of the day.
And why is simple THAT hard?
Well. Al Einstein said, “Make things as simple as can be—but not simpler.”
Geez.
So simple isn’t the least. It may actually be somewhere above the least and significantly below the most (complex).
(by the way. that may be one of the smartest simplest things I have ever written)
Anyway.
A definition moment (pause) ….
sim·plic·i·ty ( n):
- 1. The property, condition, or quality of being simple or uncombined.
- 2. Absence of luxury or showiness; plainness.
- 3. Absence of affectation or pretense.
- 4. Lack of sophistication or subtlety; naiveté.
- Lack of good sense or intelligence; foolishness. - 5. Clarity of expression.
- Austerity in embellishment.
Whew.
Good stuff here (although some of it a little scary).
First. Could you imagine going into a business and have a meeting and say “let’s keep it simple” and then sitting through “plainness with absence of showiness”? Yikes. No can do.
Second.
So let’s stick with “quality of being simple or uncombined” and “clarity of expression.”
Yes can do (maybe not actually do).
Unfortunately both seem to be missing in much of our current business world.
Because people get confused about simple. Yup. Confused.
Because when we hear simple we translate “lacking sophistication or good sense and intelligence” in our heads.
And that, my friends, is silly. Very very silly.
Why?
“Any intelligent fool can make things bigger, more complex, and more violent. It takes a touch of genius — and a lot of courage — to move in the opposite direction.” – Albert Einstein
Once again our good friend Al saves the day with an awesome quote.
“Any intelligent fool” will seek to add complexity to build self value.
Oops.
Yep. SELF value.
Not value in the idea (that isn’t the motivation) but self value. How someone looks to others. How someone feels about themselves. Self importance type stuff. Ego. Id? Whatever.
Suffice it to say having a desire to add complexity to a beautiful simple idea has nothing to do with the idea but rather with the person.
Which leads me to the next thought.
This courage thing. “a lot of courage to move in the opposite direction.”
Well.
Think about it (what people think in their heads).
If it is SO simple then anyone can do it. And if anyone can do it then why do we need you?
(because I uncovered the frickin’ solution/idea you jerk … sorry … thought bubble moment).
It takes courage to be good at simple.
And it takes a HUGE amount of courage in a world where “more is better”.
We strive for more things. More complexity.
More stuff is better.
More for your money.
Heck. More money.
So if the idea doesn’t have “more”? Well. you are more than kinda screwed.
So much of modern life seems to be about more.
Life is ‘too busy’ with ‘too many choices’ and there is ‘never enough whatever’ and despite this we always feel a need for ‘wanting more’ (whatever more is).
This isn’t to say that wanting more is bad or wrong. Sometimes the desire for more helps – wanting more responsibility at work can lead to becoming better than what you were before (and leading to a higher position, more responsibility, more money, etc.).
Look. I do believe wanting more can help us grow in many ways.
But. When does wanting more go too far and then we start to miss the simplicity in life. Where the basics have a higher value than luxury (because we cannot see the basics for being goo-goo eyed on desirable luxuries).
Ok.
Moving on to another simplicity gone awry.
“Most of the fundamental ideas of science are essentially simple, and may, as a rule, be expressed in a language comprehensible to everyone.” – Albert Einstein
I threw this one in not because I want to talk about science or the periodic table but rather to make a point.
The point?
Anything should be expressed in a “language comprehensible to everyone.”
Complex and clever solutions quickly become fragile because there are more moving parts and more possible points of failure. Oh. And they become more difficult to explain. And the additional details become nuances.
Just because something is using the latest or coolest technology, doesn’t mean that it’s the best idea. If that technology (or cool widget) doesn’t reduce complexity or streamline process get rid of it. That sounds easier than it really it is. People love ‘bright shiny objects’. And complexity often hides within some bright shiny object. (so beware bright shiny objects would be the lesson here).
So.
In the end (my closing simplicity related quote):
“Dealing with complexity is an inefficient and unnecessary waste of time, attention and mental energy. There is never any justification for things being complex when they could be simple.” – Edward de Bono
This should be a postulate (or theorem).
Complexity is a destructive path. (yeah. that bad)
It creates on ongoing flow of building more and more complex solutions that take eons to implement.
Oh.
And all that is happening when most people need something NOW.
Hey. I am not suggesting that to avoid complexity we should develop less than best quality solutions.
But. I am suggesting simple solutions are often the best solutions.
And I am suggesting simplicity can often solve an immediate issue.
And sooner rather than later in this often complex world of ours is … well … simply good.
simplicity & the project brief
Jun 14th
For an industry (advertising) where we talk about simplicity ad nausea we are one huge family of complicators.
And as I pondered this issue and scratched my head I began thinking that the issue begins with step one (and just compounds from there on out).
Step one? The project brief.
The creative brief. The project brief. The brief. Regardless whatever kind of brief you want to call it … inevitably it turns out to be anything but brief.
I feel I am qualified to write about this because for over 2 decades (a score if you want a Gettysburg Address reference) it seems I have wrangled with the ‘right words’ with the intent to not only create an effective brief but also be brief. And throughout I have encountered endless suffering through countless edits and rewording and every imaginable method a creative brief or project brief can get mangled (and complicated).
I like no brevity.
No.
I love brevity. But that doesn’t mean I have always been successful. In the end I have learned only one thing.
Being simple is complicated.
Ok. I have learned two things.
Being simple takes remarkable effort.
Even if you intend to abandon all the complexity and go with just the basics it is next to impossible to consistently deliver a simple project brief.
So.
I always laugh when I read some training manual that begins (or ends) with “keep it simple.”
Because if it were that simple everyone would do it.
Look. Lets be clear. Simplicity shouldn’t be confused with simplistic. Simplicity is straightforward and easy to understand—even the most complex things.
Simplicity starts with the language you use.
Don’t overcomplicate things.
Draft, rewrite, edit and edit again (and probably rewrite).
Think shorter sentences (which are almost always better than long sentences).
Avoid using passive sentences that leave readers scratching their heads.
Don’t use too many adjectives. I would suggest not using any, but that is difficult if you want to insure some personality is incorporated.
I guess its (theoretically) simple. It’s just about using plain, easy to understand language.
But.
The truth is that most brief development process end up “editing’ (I use that term loosely) nice simple, clear instructions (that should normally take at most several paragraphs to communicate) into a mouse-type (so it all fits on one page) malaise of muddled confusion reflecting bureaucratic inefficiency as person after person layers in ‘what they think.’
I do have a theory as to why this happens (its not really my theory so I will source it)
The book “Made to Stick” calls it “The Curse of Knowledge:”
Too much knowledge becomes bad when it becomes a curse that prevents smart people from sharing smart advice that less knowledgeable people can understand. Example:
“Use the friendship paradox to identify the social brokers at opaque target markets. Identifying people closer to the center of the social graph delivers higher ROI when evangelizing.”
Yikes.
Look.
At some point the purpose of the brief is to communicate what our intentions are for a specific task to someone who has to actually do something.
And it must be communicated quickly and easily in a way that can be understood by anyone. And sometimes even communicated to someone without an understanding of who we are or what we do.
Yes. This can be very difficult. Especially when dealing with complex issues with multiple outcomes.
But we should always seek to communicate using simplicity to describe the indescribable (because that is what we do).
In the end you need to be ruthless (and ‘you’ means anyone who touches a brief) to attain simplicity.
And don’t fall under the curse of knowledge.
Less is more, and anything too complex or distracting will fail in its aims.
So.
I say all that because I recently saw an example of simplicity in instruction.
True clarity in expectations and direction.
It consists of 3 paragraphs (succinct).
It is entirely devoid of bullshit, corporate lingo, fine print or filler “content”.
It conveys everything it needs to convey (with candor associated with the personality of the “brand”).
It is the kind of project brief we would all like to write one day.
It is the project brief written by Mick Jagger to Andy Warhol for the cover for the Sticky Fingers album.
What else could anyone ever ask for in a creative brief?
For that matter, what else could anyone ever ask for from all of your organization’s communications, digital or otherwise?
Simple instructions with character (the latter setting the “what is acceptable” parameters).
Sounds simple.
(its not)
simple complicated. complicated simple.
Jul 23rd
Making the simple complicated is commonplace.
But.
Making the complicated simple is not commonplace.
That.
Is.
For.
Frickin’.
Sure.
In fact. I have almost started believing that they are teaching “how to complicate things” in schools these days.
And even worse? (and this is really nutty)
Say for example you really have been able to articulate something simply AND it is actually so awesomely simple it is brilliant.
You are feeling pretty good with yourself about right now. You were clear, concise and brilliant in simplicity.
(here comes the nutty part)
No one believes its right.
Yup. No shit.
“It cannot be right. That’s too simple. WE MUST BE MISSING SOMETHING.”
(I capitalized it not because when it is said someone is shouting but, rather when you hear it, it sounds like someone shouting in your head and there is a buzzing sound in your ears like a grenade went off beside your head)
You want to look around and calmly say:
“You are correct. Brilliant insight in fact. What’s missing is all the COMPLICATED SHIT YOU WANT TO COMPLICATE THIS WITH.”
(note: on occasion you may actually shout this but on the off chance you don’t you will want to shout it)
Somewhere in the past it became uncool to do something simple.
And since that time (and I would shoot the bastard if I could find him who did it) it seems like we have gained momentum surrounding this concept and not is it uncool to do something simple the majority of people cannot even recognize a simple solution.
Simplicity has gone the way of the Dodo (extinct).
On occasion someone stands up and says “hey, I am not sure Dodos are extinct, I am pretty sure I saw one in that conference room.”
Everyone laughs. “Dodos are extinct.”
“Well, I have seen a picture of one and I am pretty sure it was one.”
Needless to say you either become extinct in the company if you stay the course or worse they throw you into the loony zoo with all the other Dodo sightings.
So.
Here’s the deal.
If you are one of the rare birds who can see simple things as they are (simple), don’t get frustrated. And every time you watch something simple become more complicated just take note and put that thought in a little box for another day.
Because one day you are going to be in a position to tell people what to do. I guarantee it.
How can I guarantee it?
Because you are one of the rare birds who can see the simple within the complex.
It won’t matter how many of these discussions you lose in early years.
Oh, and you really aren’t an extinct bird. Just so rare no one recognizes you.
You will lead one day.
Then you pull out your box and start doing simple things and kicking some ass (just don’t tell anyone you are a Dodo … probably not a good idea … let them think you are extinct).
Fun aside.
Lack of simplicity in the business world is probably the biggest issue in business these days. And it is overlooked as everyone focuses on ‘building brands’ and bottom lines and organizational alignment and whatever the business buzzword du jour is.
Shove ‘em off to the side.
The biggest issue facing American businesses today is over complicating simple things.
It’s that simple.
(and no one will believe me)
