It takes courage to face the unknown. Managing Directors Katie Conway and Christie Ryan discuss opportunities for brands to dare to choose simplicity as a path forward in this moment of complexity.
Businesses and news outlets discussing “today’s complex world” have officially reached a fever pitch. Let’s add this topic to the laundry list of things that exhaust us—as consumers, businesspeople, marketers and humans. When will it stop? At what point will the commentary on complexity end, and powerful antidotes become the central focus instead?
From our perspective, the world can be divided into two camps: simplifiers and everyone else. As creatives and brand-builders, we thrive when tackling complexity. It brings constant change and new challenges. It’s a geyser of inspiration; fuel for creativity and wild ideas. And while we play in complexity, we trade in simplicity. It is the tried-and-true way to create value. It is at the heart of building trust. And it is needed now more than ever.
Though we believe simple is smart, we also know simple is not easy. It can be hard to choose simplicity in “today’s complex world” when the pressure is to say more, do more and create more. With endless choices at our fingertips, those brave leaders who dare to simplify now will win in the long run.
As Managing Directors of our U.S.-based business, there are common challenges we’re hearing clients talking about that we believe simplicity is the antidote for:
Getting lost in the noise
To break through a crowded and chaotic landscape, brands must strip away the unnecessary and bring their unique elements front and center. A distinctive identity that punches you in the face with a clear idea leaves a lasting impact.
Becoming irrelevant
It’s hard to keep up when the landscape is constantly changing: new tech, new, competitors, new customer expectations.To discern what’s enduring from what’s fleeting, lead with empathy to get to the core of what matters. Doing this brings confidence to decision-making, even if things change on a dime.
Decoding AI
Every CEO is asking, what’s our AI story? But don’t fall victim to the hype; see it as another tool in the toolbox to jumpstart ideation, inspire creativity and supercharge the power of your marketing team with more efficient brand management.
Brand owner overload
Enabling consistency with the explosion of brand owners, touchpoints and experiences is just plain tough. Managing tools and methods are seldom as powerful as shared purpose and careful investment in excellent governance. When all else seems daring, return to your purpose and core values. Build coalitions and rally around this to deliver a compelling story.
As simplifiers, we can’t help but view these challenges as opportunities to dig in and do the work we love to do. And there is a new urgency to do it.
Dare to simplify now and fearlessly sign a long-term contract with simplicity. You will see lasting dividends as a result.
