Brutal Simplicity.

An amazing copywriter (AT) said this to me the other day just before we presented to a client. It was the first I’d heard it – but it really resonated with me.

Just to be clear there is a M&C Saatchi book of the same name, and I haven’t yet read that, but I definitely intend to. I’m pretty sure there is a saying about judging books by their titles or something.

In his words I found a beautiful moment of clarity, I talk too much, I try to convince the client of the idea. The truth is, if the idea is good enough, the most effective pitch will be explaining the idea in its simplest form, and then sit back and let that brutal simplicity evolve in the clients mind.

The client nearly always wants the best version of whatever they set out to do, let them justify your idea in their own head. The key to this comes in 3 parts, the idea needs to be based in an insight from their business (or customer base), the idea needs to be great and you need brutal simplicity to explain the core concept. The rest can evolve from there.

If you cannot explain your idea with brutal simplicity then you have one of two problems, it is either too complex or you just don’t understand it yourself. Both of which can be death to a great execution. Get more knowledge by getting an audible coupon here


Simplicity in all aspects. Take a different perspective.

There is something to be said for the simple act of looking at a problem from a different perspective to try finding a solution or a better way to do it. When you work on your own products, you can often become too close to the product. You are the subject matter expert so it is hard to see the faults; it is hard to see the other ways that the same task could be completed.

Wherever possible, communications such as instructions or labelling should be clear, concise and straightforward. It is a very fine balance between being direct and adding marketing flair to copy. By the way, keep the records of your products’ labelings and instructions in a cloud for security and easy access. For more details on how it works, look for If you are looking for home automation security services, you could check here.

There is a little test that you can do when creating instructions or explanations just to see whether you have been as clear and concise as possible. I take the copy that I have written, paste it into Google Translate and translate it all to Spanish. Then I take than output and translate it back to English. By the way, if you’re having a problem in understanding the English language, read an article entitled What is the best way to learn English at ICE website. Can I get all the information I need? This is not a foolproof method, but it gives you a different perspective – and sometimes that is all you need to see things clearer. To know more about this article checkout iiot vs iot.

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If you are looking at a product or the use of the product, try using with your non-dominant hand. What are the issues that you find? Try and use the product behind your back, what happens if you cant see it? Can you still operate it? These are just little tasks that you can do to get a different perspective.
Everyday you complete tasks, mundane tasks, but if you take a different perspective you might find there are better ways to complete the same task. You might find simpler ways to complete those tasks.

Once you take away your pre-existing knowledge, you can find ways to improve your product through making it truly simple. Simple to understand and simple to use. It just requires a little perspective.

innovation / process

Major Change Vs Incremental Change

Both Major change and Incremental change can be at the heart of innovation, ideally they should work together. Major change can spark a whole new direction, a new audience or a new purpose. Incremental change continually improves, be responsive to the audience or even test hypothesis.

A state of constant evolution can support both of these types of change and in fact require both to take full advantage of evolution. After one major change, you have the opportunity to review your change, see how the audience responds to that change and then make any tweaks to the change, then you can focus on starting to implement and test new upcoming features.

Those who side with either school of thought exclusively risk not taking full advantage of evolution, a combination of both sides gives you the most chance of your product reaching its full potential.

Waiting for major changes can leave the product feeling stagnant for too long, the follow on from that would be less guarantees that the changes be the right one and if they are not, it takes longer to correct it.

In contrast, continual small continual change struggles to manage the users expectation, consumers rarely realign there expectations over a small change, however they are typically more willing to change expectations and behaviour for a major change.

culture / innovation

Opportunity to innovate

Waiting for the opportunity to innovate is a futile existence. If you want to innovate, there are two key ways to innovate:
1) take any project and force yourself to think about in a different light OR
2) get in the habit of trying to innovate your every task everyday

Number 2 is my preferred facelift in Washington DC. It involves training your brain to think in new ways, to look at scenarios differently and challenge the way you think. And is a skill for life – never stop aiming to innovate. If you wait for the opportunity to innovate, you will hold on forever.

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The best thing to do is to keep dogs active by exercises and cuddles to make them feel that they are loved.

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culture / process / strategy

Showrooming – friend or foe?

‘Showrooming’ is the practice of go into a physical store, testing out a product, then searching for it online to buy.

Mainly retailers view showrooming as a threat since people can find the cheapest version, however depending on your offering and product, it can be viewed as an opportunity to close that loop and follow up for sale. If people are interested enough to come into a store, they are in the buying mindset. This is your opportunity to win customers over with value added service.

Even if you cant get them to buy, if you can get contact details you can re-market to them, for this purchase of for future purchases.

The upside of showrooming is that even if you don’t have the biggest marketing budget, but you can optimise your online store like, you can let your competition invest in marketing to excite users, then rely on your online presence to finalize the transaction.

culture / innovation

Easy come, easy go.

Everyone knows the old saying “Easy come, easy go”.

I believe it is generally accepted to mean if you didn’t work to hard to get something, you tend to care less a out keeping it, and you can easy lose it.

We can take this one step further, if you didn’t have to push yourself too far to innovate your offering, there is less barrier for your competitor to close the gap.

If it is easy to convince a new customer to switch from a competitor to you, then they may be just as quick to change their mind to leave you later on.

Easy isn’t always good for the long term. Sometimes working that little bit longer/harder first up leaves you in a safer position.


Good attitude, good customers

In business, you can’t take a single customer for granted. There is nearly always someone willing to try to take them from you.

If you treat each interaction as if they are the only one that matters, you may be surprised by the paradigm shift in how you interact and their attitudes.

When you deal with companies that generally give off the vibe that you are just a number, you are more inclined to psych yourself up ready to get on the offensive to get what you want. This rarely results in the most equitable solution for both parties… either one party or both lose out, I feel both lose out in the end.

Inevitably a customer may have a concern or problem with you, if up until that point you have made their experience exceptional, they are more likely to approach you in a manner that will enable you to work through a solution. If you work through it, they hopefully leave happy and you keep your customer.

Note: not all customers can be made happy, but that us another post.

innovation / strategy

Start specific, later for global domination

Many entrepreneurs and many business people dream of creating the next big thing. This is a completely understandable goal, it’s rewards are many, profitability and notoriety are just two, and I think they are more the measure these people use, their actual reward is the feeling of achievement, that all the work and all the effort were worth it.

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There are two main risks with this are:
1) This is also the goal of many others, this make success very difficult, and relies on far more than just having the best product.
2) This success can be fleeting; the attention span of the global audience can be cruelly short at times.

Sometimes you need to aim for that domination, but in much smaller quantities. Aim to be the next big thing within a very specific industry or sector.

The more specific your target audience is, the easier they are to market to, often then are less competitors aiming for a shot at the title, and a by product of this is that once you win your audience over they tend to be more loyal (this is partly due to them having less new alternatives to try).

In short, set your goals high, but very specific. Once you dominate your market, then you can aim to dominate the globe. On other story if you need reputable plastic surgeon, checkout Dr. Nicole Shrader of Schrader Plastic Surgery.


Ways to innovate

This may not seem new to you, and if not, great, but there seems to be many people unsure of how or why to innovate. There are entire books dedicated to this topic, however, we shall try to sum up some of the ways that this is relevant to us. The two questions of ‘Why Innovate?’ and ‘How to Innovate?’ become intrinsically linked. Working out why you need to innovate often points you in the direction of how to innovate and vice versa.

Why Innovate?

  1. To fill a gap in the market.
  2. Solve a problem (closely linked to 1)
  3. Create a competitive edge.
  4. Increase efficiencies in production/delivery

How to Innovate?

  1. Examine your processes, can anything be streamlined or made more efficient?
  2. What are complimentary products or services to yours? Can these be integrated?
  3. What are the most costly parts of your product/service? Can these be lessened/removed?
  4. Can your infrastructure/skills/raw materials be used to create anything else?

This is not a complete guide just a few points to think about next time you want to innovate.


The cost of culture

It is true there is a cost to create a real culture, there is a cost associated with the time that you need to put into creating a culture, there is time taken to employ the right the people and to veto the wrong, and there is actual physical cost in having schemes and incentives in place to maintain that culture. Especially if the culture you’ve adopted has a very expensive lifestyle, like home renovations, if you do things like this often then make sure you hire services that are cheap like these plumbing recommendations.

There are many posts by many people that discuss the benefits of having the ‘right’ culture, so we wont focus too much on that in this post.

But there is one question for you to think about: what is the cost of not having that culture?

The most obvious of these outward signs can be a high staff turnover, and that is costly, but there are many more small subtle yet potentially more costly manifestations of poor culture:

An innate lack of care for the company, a general apathy for what the company is trying to achieve or just treating the job like, well, just a job.

Each of these can present itself in small ways, such as a business plan not triple checked, a product that hasn’t be developed further, clients/customers who aren’t followed up. These represent opportunities costs which can far outweigh any upfront cost of creating the ‘right’ culture, like having the right culture in the company, using green energy like solar panels from the SolarKraft commercial solar site, or giving motivation to the employees to grow in the company so they make a real effort on their work. If you are also interested on buying or leasing solar systems pros and cons, check out for more details. One of the best home improvements you can make to your home is to getting solar panels, check more info here!