Miller, a cognitive psychology expert, found that most people can only retain seven pieces of information at a time. The short answer is “fewer than you might think”! George A. That invariably leads to more complexity, not less.How Many Items Should be on a Restaurant Menu? Watch out for incremental change and the temptation to amend and extend. The key is to not lose sight of that purpose.Ĭreative leadership and bold actions are a must if your company is going to manage complexity. The brand that ranks Number 1 in the Middle East Simplicity Index is Google, and their purpose, for example, is "to organize the world's information and make it universally accessible and helpful." Nike's is "to bring inspiration and innovation to every athlete in the world." And at IKEA, interesting, having moved eight places up to 16 on the Index, have a rich organizing idea: "Wonderful Everyday." How simple, but how powerful.Ī simple purpose streamlines communications, clarifies intent both internally and externally and helps define your path, your products and your place in the market. Once everyone is clear on why you do what you do as well as how you do it, everything becomes a lot simpler. Simplicity is cultivated through empowerment, which it's so important to invite and encourage input from all levels. Last year, in the UK, the BBC publicly launched a company-wide program to "Give red tape the red card" in an effort to minimize its bureaucratic overkill and "make the BBC a simpler place." Applying simplicity tests and acting on many months of internal review that tapped into a "new wave of ideas from staff," the public service broadcaster set a goal of identifying "60 fixes in six months" across key operational systems and processes to create a tangibly simpler working environment. Whether it's in your communications or your engagement process, take a hard look at what's truly essential and start to pare away everything else. Be empathetic, fearless and uncompromising in your approach. Getting to the heart of simplicity is a top-down and bottom-up exercise. Try focusing on a small number of extraordinary initiatives using small teams with clearly defined responsibilities.
When employees understand their individual roles in your business, it's much easier to cut through complexities. Engage your employees in your vision and make them an integral part of it. Those barriers are real but they aren't insurmountable. One of the greatest barriers to simplification is getting different groups in a company to work together, leaving behind competing interests so they can effectively change the way they do business, simplify products and experiences and achieve results quickly. Simplification won't thrive in a silo.Īs Siegel+Gale founder Alan Siegel put it in his book, Simple: Conquering the Crisis of Complexity (co-authored with Irene Etzkorn): "It's never been more critical for companies to simplify." But, he added: "To do so requires a commitment from the top, clarity of purpose, and a "culture of simplicity' that permeates the entire organization." It's critical that everyone knows and agrees that simplification is a company priority so barriers between different groups are eliminated. Assess every touchpoint in the customer journey and pressure test every pre-conceived notion about what customers value and what they don't.Įngage the entire organization. Whether you're a B2B or a B2C, whether you employ 2, 20, 200, 2,000 or 2 million people, whether your product is digital or electronic, insurance or software, the customer experience comes first, and the simpler their experience, the better. Both of those brands focus on the essentials, no matter where or how you encounter them, and in doing so, they deliver on a good-value-for-the-money reputation. Or why Toyota has jumped an enormous 22 spots to number 8. Which is maybe why we've seen Al Baik restaurants leap 11 spots up to 3 on the Index. In the Middle East specifically, the top ten simple brands are characterized by an ability to cut through the clutter and deliver what consumers want, when they want it, in a manner that they like it, without hassle. In 2015, it once again shows that simple brands win. As our annual Global Brand Simplicity Index has demonstrated year after year, simplicity powerfully impacts everything from revenue and brand loyalty to employee innovation.
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