Making Things Simple

I’ve heard it said that 50 percent of a marketer’s job is to make things simpler. Make the products easier to understand. Clarify the pain being eased. Help the brand’s story rise above the clutter and be heard clearly.

But simplicity should be at the top of everyone’s daily to-do list, not just marketers. If you’re building products, don’t make them too complicated. Spend just as much time deciding which features not to ship, as you do which features to keep in.

Some companies clearly already do a great job at this. Others infamously don’t.

The best products aren’t all things to all people. The best marketing doesn’t relate to everybody, either.

Pick your audience, choose your focus, and aim for simplicity.