Think of a time when you went to a website or blog post or tried to read a book that was just too hard. There was too much. It wasn’t easy. It was not interesting or even fun. You knew there was probably information there you would benefit from but it was just too complex. Do you think visitors may feel the same way when they first come to your website?
Exceptional organizations start simple
From ads, to their website, to their stores, Apple always starts with a simple story. Think different! Don’t conform. We are not Microsoft. Once you are fully immersed in the simple story then they delve into the more complex story. How their devices magically work together, the operating system including your own virtual butler Siri and the security. This pattern of moving from simplicity to complexity repeats over and over with exceptional organizations.
Harley shares their simple story, freedom of the open road well before you get into engine specifications. Airbnb says “Welcome home” before you can start to search thousands of cities and hundreds of thousands of properties. TOMS Shoes says “One for One” before they get into many colors, styles and sizes and the complexity of delivering the sister pair of your shoes to someone who doesn’t have one.
Average organizations lead with complexity
While exceptions organizations go from simplicity to complexity many organizations start with complexity first, associations included. We seek to impress so we start with the hundred features. We talk about our version of a 1200 cc engine: v-twin, fuel-injected, air-cooled, 3.811 inch stroke. We provide infinite options.
How can you tell your story? Tell it in a few pages. Now tell it in a page. Now a paragraph. Finally can you tell the essence of your story in a sentence or two? When you meet a prospect for the first time, face to face, in email or on your website, start with the simple message first. Then bit by bit offer a fuller story. When you start simple readers will be ready for more complexity over time. When you start with complexity you won’t get their time.
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