Why Simple Always Wins

The most effective Marketing strategy might just be radical simplicity. Not simple as in basic. Simple as in distilled. Refined. Pure.

The Heath brothers explored this beautifully in Made to Stick with their six principles to crafting a message. Here's a quick overview in case you aren’t familiar:

• Simple: Find the core and strip everything else away

• Unexpected: Break patterns to grab attention

• Concrete: Make it tangible, not abstract

• Credible: Prove it without boring them to death

• Emotional: Make them feel, not just think

• Stories: Wrap truth in narrative

All valuable. All important. But here's what I think: when a Brand truly masters Simple, the rest actually becomes much achievable. Simple isn't the first principle by coincidence. It's the foundation in which everything else is built.

The Challenge With Most Marketing Messages

Don’t use 10 words when 5 will do.

Many marketing messages sound something like this: "We're a leading provider of innovative solutions that leverage cutting-edge technology to deliver exceptional value across multiple verticals while maintaining best-in-class service standards."

The problem? This doesn't actually say anything meaningful.

This happens because organizations worry about leaving something out. What if we don't mention our AI capabilities? What if we forget to say we're sustainable? What if someone doesn't know we also do consulting?

So they add more. Layer after layer of "value-adds" and "differentiators" until the core message gets lost in corporate jargon.

How to Find The Core

1. Forced Ranking

List everything that makes your Brand special. Every feature, benefit, differentiator. Get it all out there. Aim for at least 20 things.

Now rank them. But here's the challenge: you can only communicate three. Which three make the cut? Now reduce to two. Now one.

That one thing? That's your starting point.

2. "So What?" Ladder

Start with what you do. Then ask "so what?" until you hit emotional bedrock.

We provide marketing automation software. So what? You can send emails automatically. So what? You save 10 hours per week. So what? You can finally leave the office before your kids go to bed.

There's your core. Not software. Time with family.

3. Scrutinize Your Customers’ Words

Review your last 20 customer testimonials. Highlight the exact words they use to describe the impact you had. Not what you did – the impact.

Look for patterns. What transformation keeps appearing? That's your core from their perspective, which is the perspective that truly matters.

4. The Competitor Subtraction Test

Write your current messaging. Now cross out every claim your top three competitors could also make. What remains?

If the answer is "nothing," you haven't found your core yet. You've found the industry's core. Keep digging.

5. The Grandmother Test

Explain your Brand to someone's grandmother. If she can't repeat it back accurately after one hearing, it's too complex.

Even better, explain it to an actual grandmother. They have a gift for cutting through complexity. "Just tell me what problem you solve, dear." There's wisdom in that simplicity.

The Discipline of Simplicity

Finding your core requires saying no – no to good ideas, no to accurate descriptions, no to important features. This is why it's challenging for most Brands. It's not intellectually difficult. It's emotionally difficult.

But consider the payoff: When you own one clear idea in your audience’s mind, you can build something remarkable on it. When you try to own five, you risk owning nothing.

Strip away the layers. Find the core. Then protect it like your Brand depends on it.

Because it truly does.