7 Ways to KISS your clients

As I look at the world from my new perch of investing in ideas, I’ve gained a renewed appreciation for simplicity. Too often in the marketing world I grew up in, clients paid for complexity because it demonstrated rigor of thought, intellectual interrogation and thoroughness. This may still be the practice, but now I find myself striving to make things simple. Simple things are easier to remember, easier to articulate, and ultimately easier to execute. In this era of digital transformation the KISS principle (Keep it Simple Stupid!) has never been more applicable and appreciated by clients.

This is not to say that complexity does not have its place in the modern world. Technology is definitely not a simple place and often problem solving and getting to the answer can be an incredibly complex process. It was Descartes who said "Divide each difficulty into as many parts as is feasible and necessary to resolve it." The French have a deep appreciation for complexity. So much so, that a common vernacular usage of the word “simple” in French also means ‘stupid.’ Try using it next time with your French colleagues and watch the look of shock and horror come across their faces.

Complexity has its place in the innovation process, as it is the complex DNA of a problem that you need to pull apart strand by strand and regraft in new ways to create new chromosomes of ideas. To me, the simplest definition of creativity is combining old things in new ways. If you apply to this Occam’s Razor, which basically states that if there are two solutions to a problem that work equally well, the simpler one is better, (translated from the Latin “More things should not be used than are necessary”), you have a strong case for simple.

I love the now mythological story of Steve Jobs’ visit to Xerox PARC in the 70’s where he first came across the external mouse. This sighting and ultimate epiphany I believe set Apple on its brilliant path defined by the three S’s – Steal/Simplify/Scale. As the story goes, Apple was the hottest startup in the Valley and Steve was invited in to have a view of Xerox’s innovation arm to explore potential areas for collaboration. Apparently when he saw Xerox’s version of the mouse with three different buttons and a price point of $400, he couldn’t contain his excitement and immediately had to have one for his nascent Apple computer. Within two days of his visit, he had a single button mouse designed at a $15 price point, and the rest is history. Xerox not only soon abandoned its fledgling PC business, nary a Xerox mouse was ever seen…

Here are 7 tips for keeping it simple in the digital age:

1)      Embrace AIQ – People and machines are better together

This brilliant book AIQ: How People and Machines are Smarter Together by Nick Polson and James Scott, two data scientists, makes the case that both man and machine make each other better. AI is a mere algorithm without the insight; foresight and intuition that humans bring to the party. Remember the computer that got stuck in the shower because it was following the algorithm on the shampoo bottle – lather, rinse, repeat…

2)      Look for data that sparks insight and challenges convention versus reaffirming what we already know. Data that confirms what we know is boring. Look for data that inspires and illuminates new thinking and challenges what we know. Your clients will love you for it.

3)      Play Bullshit Bingo – Keep the language simple and lose the jargon – Avoid “transforming the paradigm to an AI powered out-of-the-box automated solution that disrupts the vertical.” Say what you mean, and mean what you say, with Hemingway-like simplicity.

4)      Climb up and put the elephant on the table – Call out the issue(s) in simple terms that everyone is thinking but not saying. It will free you. There is little time now, more than ever, for protocol, diplomacy and platitudes. Speaking the truth to your clients, to power, and to your partners in a simple way not only makes life better, it helps everything move faster

5)      Embrace Radical Optimism not Dystopian Pessimism – Few people know enough to be truly pessimistic. We live in a brave new world where anything is possible. Don’t be the nay-sayer just for the sake of it; be the one who is embracing new possibilities that this amazing tech enabled world is offering us.

6)      Realize people buy feelings not things

This is a simple fact we must never forget. Use data to bolster emotional connections, not replace them.

7)      Remain purpose driven at the core

There is a lot of talk around Purpose these days and the competitive advantage that Purpose-led companies sustain as a result. The truth is that Purpose is a blunt instrument if it does not start from the inside out. It’s companies that talk, think and act in a consistent way around purpose, that win. Purpose is the key to simplicity and focus for any organization.

Bruce Lee, who was quite the philosopher, said “It's not the daily increase but daily decrease. Hack away at the unessential. Simplicity is the key to brilliance.”

Once all is said and done, complexity is the new stupid – Simplicity, the massive accelerator.

Bruce Lee, Avenue of Stars, Tsim Sha Tsui, Hong Kong

At FosterEquity we look to operationalize simplicity as a business model. Often this begins with Purpose. To find out how to actualize and activate your company’s Purpose and embrace simplicity, visit us at https://www.fosterequity.com

FosterEquity holds investments in and advises digital companies bringing brands and customers closer together through seamless commerce, compelling customer experiences and content, and sustainable practice