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Simple: Conquering the Crisis of Complexity, by Alan Siegel, Irene Etzkorn
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For decades, Alan Siegel and Irene Etzkorn have championed simplicity as a competitive advantage and a consumer right. Consulting with businesses and organizations around the world to streamline products, services, processes and communications, they have achieved dramatic results.
In SIMPLE, the culmination of their work together, Siegel and Etzkorn show us how having empathy, striving for clarity, and distilling your message can reduce the distance between company and customer, hospital and patient, government and citizen-and increase your bottom line.
Examining the best and worst practices of an array of organizations big and small-including the IRS, Google, Philips, Trader Joe's, Chubb Insurance, and ING Direct, and many more-Siegel and Etzkorn recast simplicity as a mindset, a design aesthetic, and a writing technique.
In these illuminating pages you will discover, among other things:
- Why the Flip camera became roadkill in the wake of the iPhone
- What SIMPLE idea allowed the Cleveland Clinic to improve care and increase revenue
- How OXO designed a measuring cup that sold a million units in its first 18 months on the market
- Where Target got the idea for their "ClearRX" prescription system
- How New York City simplified its unwieldy bureaucracy with three simple numbers
By exposing the overly complex things we encounter every day, SIMPLE reveals the reasons we allow confusion to persist, inspires us to seek clarity, and explores how social media is empowering consumers to demand simplicity.
The next big idea in business is SIMPLE.
- Sales Rank: #463531 in Books
- Published on: 2013-04-02
- Released on: 2013-04-02
- Original language: English
- Number of items: 1
- Dimensions: 8.50" h x 1.00" w x 6.25" l, .95 pounds
- Binding: Hardcover
- 256 pages
About the Author
Alan Siegel is the CEO of Siegelvision, a brand identity consultancy, and is the founder and Chairman Emeritus of global brand strategy firm Siegel+Gale. He is considered one of the country's leading authorities on business communications.
Irene Etzkorn is a worldwide authority simplification. She has built Siegel+Gale's Simplification portfolio, and her clients include the nation's top banks, brokerage firms, insurance companies, utilities and health care providers.
Most helpful customer reviews
20 of 22 people found the following review helpful.
Ironically hypocritical
By Candyman736
This book covers some good information, but the content should have been right-sized and illustrated in to a much "Simpler" magazine article. Simple dwells too much on a handful of case studies, and repetitively iterates through each of them. The book also incorporated one example from the "reality" show Undercover Boss, which IMO is one of the phoniest reality shows I've seen. At the end the book tries to make Simplicity a cause for political and consumer activism.
Should you choose to get this book, let me make it Simple for you. Read chapter 6 and skip the rest.
29 of 36 people found the following review helpful.
An idea whose time is now
By Laurence D. Ackerman
After finishing this seductive little book, one of the most memorable passages for me was the one in which the authors assert that there is no perfect definition of simplicity. Why? How can that be? Their reasoning is that what it takes to accomplish true simplicity calls upon many factors and, that in the end, what is - and what we regard as - truly "simple" is really anything but.
I loved this book. It led me to appreciate the constant battle we all face to make sense of our world in these crazy, hyper-technologized, choice-inundated, supposedly modern times . My conclusion, born of Simple? More is definitely not more. But less is only less if it doesn't sacrifice content and meaning.
Siegel and Etzkorn advocate a 3-part formula for simplifying almost anything: The need to empathize, distill, and then clarify. Easier said than done, but rock-solid in its logic. Read the book to learn the "how to" behind this approach.
In the end, the thought that has entered my mind and won't leave is this unrelenting, conundrum: We want things simple but gladly welcome more in the way of choice (mobile phones, brands of milk, cars, cereals, etc., etc.). Underneath this conundrum is a kind of immaturity, a lack of personal self-awareness, which marketers exploit and we don't seem to see. Maybe, it's time we did. Alan, Irene, perhaps you can aid the cause by applying your experience and wisdom to simplifying us human beings?
To all who yearn for - really yearn for - a window into the mysteries of what simplicity is all about and why we crave it, grab a copy of Simple. Sit down with a glass of water, in a quiet room, read this book and see if you don't "see" how life might be, were it just a little bit simpler.
7 of 8 people found the following review helpful.
Best Business Books 2013: Marketing by Catharine P. Taylor
By strategy+business
If marketing isn’t concerned solely with marketing anymore, it makes sense that the year’s best marketing book isn’t solely about marketing either. Instead, "Simple: Conquering the Crisis of Complexity," by Alan Siegel and Irene Etzkorn, is something of a diatribe against the pervasive complexity that serves to frustrate consumers and undermine customer relationships.
At first, "Simple" struck me as over the top in its obsession with indecipherable phone bills and menus crammed with too many choices. Doesn’t society have bigger problems to address, such as climate change and cancer? But soon the realization dawned that complexity hasn’t jumped out at me as an urgent problem because I’ve become inured to it. I expect hidden gotchas in the reams of pages in credit card agreements that I will never actually read until it’s too late to avoid them, and I assume that the directions for assembling my new patio set will be so confusing that I will need to make multiple calls to the manufacturer’s helpline. Traditionally, we haven’t classified these annoyances as marketing problems—but as customer experience becomes a core element of marketing, it’s clear that the damage caused by complexity extends far beyond the customer service department.
Although Siegel and Etzkorn take on everything from the 14,000-page U.S. tax code to prescription drug labels, rest assured their book is written from a marketer’s point of view: Siegel previously founded and led the global branding agency Siegel + Gale and now leads Siegelvision, an organizational identity and brand strategy consultancy; Etzkorn is Siegelvision’s chief clarity strategist.
“Customers are fed up with bureaucracies that inundate us with generic and impersonal information, don’t take our calls, create convoluted procedures, request too many signatures, provide baffling instructions, erect barriers of legalese, and find a thousand other ways to distance themselves from us,” declare the authors. “The truth is, every bit of correspondence you send to customers—email correspondence, statements, contracts, proposals, instructions, applications, call center scripts—speaks louder than your ads, because it’s a more direct and personal form of contact.” In short, if your cheeky ads are followed up with an awful website experience or a contract dripping with legalese, you’ve blown it.
For those who remain unconvinced that simplicity is better business, the authors give anecdotal evidence of the overlap between companies that simplify and those that go on to achieve runaway success. Unsurprisingly, Apple and Google play a prominent role in Simple, as do Trader Joe’s (which offers about one-tenth of the products of a typical supermarket) and, in one of the book’s best examples, Southwest Airlines.
The Southwest story is so powerful because it demonstrates that it’s possible to simplify even in excessively complicated categories. When the airline was launched 45 years ago, its founders sought simplicity by buying only Boeing 737s, eschewing the intricate hub-and-spoke system for nonstop flights, and forgoing assigned seats. The upstart airline passed the benefits of simplicity on to consumers in the form of lower fares and fewer extra fees. (In a category that increasingly nickels-and-dimes its customers, Southwest still checks the first two bags free.) The Southwest story underscores the fact that "Simple" is not going to let you off the hook, even if you argue that simplicity won’t work in your company.
As you might expect, "Simple" devotes a good deal of time to the jargon masters who dwell at the very top of the complexity food chain: lawyers. Siegel and Etzkorn argue that the greatest fear of the typical CEO is lawsuits, and that fear has served to “elevate lawyers to a position of unchallenged authority.” They argue that plain language “can actually end up putting you on safer legal ground, because it provides plain evidence that you were never trying to hide anything or hoodwink anyone.”
The legal department’s very existence points to the most difficult thing about becoming simple: adopting the approach across the organization. Any company can whittle down its contracts, but achieving true simplicity, like every other major change initiative, requires buy-in and support from the top. It takes vision to infuse an organization with a more simplified approach, which in its highest form affects the way a business operates, how it markets itself, and how it creates great customer experiences. Thus, the first step toward better marketing may be getting a copy of "Simple" to the CEO.
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