In "SIMPLE" by Siegel and Gale's Alan Siegel and Irene Etzkorn we see the complexity in advertising agency "luxuriousness" - large design fees. Want to debunk it? Simply, Leave out the advertisers. Here's how:
1) "encountering
focus group consumers who expressed a clear preference for food
products with fewer ingredients" ----> no, consumers want amazingly
well made products cheap. It's not possible - hence advertising. It's
something to deal with.
2) " use
the term "breakthrough simplicity" to describe an approach to
innovation that is rooted in finding new ways to make everything
simpler." ---> no, it means accepting complexities cost.
3)
"the airlines example" no, it means working towards Google's dead
simple interfaces (and not knowing anything about the back end) not
following yahoo's example of advertising everything. people want cheap
tickets, a snack and no gimmicks. Do that you have a winner. Example:
JetBlue & EasyJet
4) "THE
MORE COMPLICATED A PARTICULAR PRODUCT OR SERVICE WITHIN THAT INDUSTRY
MAY BE, THE MORE OPPORTUNITIES THERE ARE FOR SIMPLIFICATION." no, the
more opportunities to advertise the deficienies and waste money charging
for it. Simple products require no advertising.
5) "make
the right high-quality choices for these customers--and then make sure
they understand that what you’re providing is a simple solution "
no, stop making things complicated from the start. if you can put it
all on one chart (and any company can) then decisions are easy, else,
else, it's advertising complicating it. Example, the simple VC rule.
"explain it to me like I'm 5"
6) "Today, it’s clear that most people--more than 80 percent" no, it's always been this way. when has anyone ever asked for life to be more complicated? never. this is tautological and why? " 72 percent of U.S. consumers want companies to be more transparent" ergo, when has anyone ever wanted the wool pulled over their eyes? Never.
6) "Today, it’s clear that most people--more than 80 percent" no, it's always been this way. when has anyone ever asked for life to be more complicated? never. this is tautological and why? " 72 percent of U.S. consumers want companies to be more transparent" ergo, when has anyone ever wanted the wool pulled over their eyes? Never.
7) "An
Adweek/Harris Poll noted that three-quarters of Americans have found a
commercial on TV confusing. On a more consistent basis, 21 percent often
find that commercials lack clarity." no, it's even easier than that -
customers don't like being confused or lied to
and finally, "And
last and foremost--getting back to what matters most in
business--simplicity sells.", yes, as when products put in front of the
consumer what is, what can be, what will happen when they use X, and
what it will cost it is values and professional services firms can
charge for it, else, it's just advertising.
Simple.
