The complicated is relatively simple. It’s easy to add layers of detail, layers of options and layers of management. What’s hard is making things simple. Simple that is, in a way that creates understanding and engagement.
Simple is hard because it requires you to translate the complex into words that are easy to understand without being generic. Simple is hard because when you get too simple, you can often end up not saying anything meaningful. And so you say nothing at all.
When you want to create marketing messages that appeal to the many, that many people can use, and that are easily repeated, it gets really hard to create meaning.
It takes patience and a passion for language to boil the complex into the simple that ignites action. Simple that differentiates. Simple that is unapologetically you.
Value simplicity over the complex. And value the time it takes to get there. We already have enough complexity. What we lack is the clarity and simplicity that counts. There are few shortcuts. Simple, eh?