Think + Do » an exploration of mission-driven marketing and design
Last summer, my siblings and I established a family endowment in honor of our parents. Tom and Mary Woychick were lifetime volunteers, philanthropists of time more than money, who supported a wide variety of causes in addition to their church – from homelessness to veterans, at-risk youth to education. With this fund, we plan to provide financial support to continue their work.
Have you ever tried to give money away? It doesn’t seem like it should be that hard. In the process of vetting organizations to evaluate our options and establish parameters for giving and recognition of the gifts, we experienced a surprising range of responses.
Some organizations engaged us immediately, expressing gratitude for our consideration and outlining options for our gift. After contacting one nonprofit, I was passed off to three different people, each of whom failed to respond to emails or phone calls in a timely manner. One small, shoestring operation has been so overwhelmed with day-to-day commitments, that they have yet to suggest a suitable place to invest our pledged gift. And one organization – my Dad’s alma mater – never responded at all.
Complexity is not the enemy
Whether it’s Moore’s Law or Murphy’s Law, the world’s evolution seems to conspire against simplicity. As organizations grow, and employees come and go, it is difficult to establish and maintain clear processes for handling things … like in-bound inquiries, for example. But organizations, technology, and problems are not becoming less complex, so what can be done?
The real enemy is confusion. Anyone who has tried to navigate a television remote with too many buttons and too-small type, pored over an invoice from a health care provider, or attempted to speak with a real person at a credit card company can attest to the need for simpler solutions to complex problems.
Simple solutions don’t accomplish less. In fact, because they eliminate processes or remove barriers that prevent a superior customer experience, simplicity allows people to do more. Simple solutions, essentially, hide all the complex things that are going on behind the scenes so that less is required of the customer. They make it look easy.
Seeing like a customer
Most people are capable of recognizing a handful, if not dozens, of things – large and small – that should be improved within their organization. When one of these projects finally attracts resources to address the problem, the next trick is separating our own needs from those of our customers.
Recently the Minnesota Department for Revenue redesigned its website, which is good, because the site needed an overhaul. Unfortunately, based on personal experience making the monthly payroll tax deposit, everything from logging in to navigation has become more convoluted. Why would they do that? I can only assume the website works better for them – on the back end. It’s apparent they didn’t consider their users first.
It’s been said that the devil’s in the details, when truthfully it’s the human-centered details that matter. Developing more acute empathy for our customers is the key to designing better experiences for them. As Aaron Levie wrote for Fast Company, “It’s all about reducing choices and unnecessary steps, narrowing clutter, and adding a touch of class to boot.”
The bottom line is that simplicity inspires trust, which ranks among the most important of marketing objectives.
It’s not easy
Simplicity isn’t simple. If it was, there would be more of it, and it wouldn’t be disrupting sleepy little product categories or entire industries. Here are a few ways to start building a bias toward simpler solutions and a more customer-centered organization:
- Examine your brand position. What promise are you making to your customers? A strong brand position not only brings focus to marketing strategy and tactics, it should act as a filter for decision making up and down the organization. When in doubt, which course of action best supports that promise?
- Know what business you’re in. Southwest Airlines has become one of the most profitable airlines in the world, even though they do almost everything “wrong” – no seat assignments, no meals, flying to less-popular airports. Herb Kelleher, Southwest’s longtime leader, once said, “I tell my employees that we’re in the service business, and it’s incidental that we fly airplanes.”
- Consider the entire process from start to finish. Everyone wants ROI these days, but marketing can’t be isolated from the rest of an organization’s operations and produce a long-term impact. It’s the equivalent of being asked to fix a car’s transmission and then being handed a bucket and a sponge. True simplicity – and marketing success – permeates an organization. It’s not just an add-on.
- Ruthlessly edit. Practice saying “no” to additional features, processes, or services that dilute your focus. Reductive thinking – what can be removed, organized, or hidden – leads to improved customer experiences. George Bernard Shaw, in correspondence with a friend, once wrote, “I’m sorry this letter is so long. I didn’t have time to make it shorter.” Take the time.
We live in a time of unprecedented turbulence, but one thing hasn’t changed – simplicity remains a tremendous advantage. What barriers are preventing your organization from being a disruptive force in the market?