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Kiss theory6/20/2023 ![]() In their excellent article published in Harvard Business Review, Patrick Spenner and Karen Freeman discussed their findings after a 3-month long study on what drives consumers to opt for, or stick with, a specific brand. ![]() Ensure that the communication is clear enough to be understand by all involved in the purchasing decision. Too often, marketing of complex products – especially at a B2B level – is communicated in language and concepts which may hold great value to some in the decision making process, but may hold little value to others. Whether it’s a go-to-market plan, the design of a new process, or implementing cultural change the key to success is simplicity.ĭown into language understood by anyone involved in the purchase process, with clear explanations of the pros and cons surrounding their purchase decision and based on trustworthy information. Alan Turing – considered the father of computing and artificial intelligence – built the stunningly simple Turing Machine which is today the basis of all modern computers. Lean and Six Sigma were both based on the simplification and optimization of processes to increase productivity and reduce the potential for error. ![]() But it’s worth it in the end because once you get there, you can move mountains.” Simple can be harder than complex: You have to work hard to get your thinking clean to make it simple. The concept is nothing new and has been embraced by innovators throughout the centuries, from Leonardo da Vinci “Simplicity is the ultimate sophistication” to Steve Jobs “That’s been one of my mantras – focus and simplicity. It’s also a design principle noted by the US Navy in 1960 believing that most systems work best when you avoid unnecessary complexity. KISS – alternately known “keep it simple, stupid”, “keep it short and simple” and “keep it simple and straightforward” – is an acronym reportedly coined by Kelly Johnson in the early 20th century, a lead engineer at Lockheed Skunk Works who created the Lockheed US and SR-71 Blackbird spy planes. ![]()
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