The Paradox of Simplicity: Why “Keeping It Simple” Is Harder Than It Seems

The paradox of simplicity is that it is inherently complex. As marketers and strategists, we must embrace this paradox and continually strive to find the sweet spot between simplicity and complexity.

Photo by Diogo Nunes on Unsplash

I often hear the phrase “keep it simple” thrown around as a guiding principle. It’s a well-intentioned piece of advice, suggesting that simplicity is the key to success. However, as an experienced brand and marketing strategist, I’ve come to realize that achieving true simplicity is far more complex than it seems.

When someone says, “Keep it simple,” they really mean, “Keep it simple for me.” Simplicity is subjective, and what appears simple to one person may be incredibly complex to another. As marketers, we must navigate this subjectivity and find ways to communicate our messages clearly to diverse audiences with varying levels of understanding.

Complexity, on the other hand, has its place in branding and marketing. As strategists, our job is to consider multiple angles, anticipate challenges, and develop comprehensive plans that account for various scenarios. This inherently involves a certain level of complexity. However, it’s essential to recognize the tendency to overcomplicate things and to find a balance between thorough planning and streamlined execution.

One way to strike this balance is by employing prioritization and iterative approaches. Start with big-picture, “pie-in-the-sky” thinking to capture the full scope of your vision. Then, refine your ideas by breaking them down into manageable, digestible chunks. Focus on your core messages and goals, and continually iterate to streamline processes and communications.

Achieving simplicity requires a deep understanding of your audience, your brand, and your objectives. It involves distilling complex ideas into their most essential elements and presenting them clearly and concisely. This process takes time, effort, and a willingness to continually refine and improve.

Let’s reframe how we think about simplicity. By breaking down ideas, focusing on core messages, and iterating our approaches, we can create brands and campaigns that are both effective and easy to understand. The journey to simplicity may be complex, but it’s the only way to get to our destination.