Confucius said “Life is really simple, but we insist on making it complicated.” This rings so true in marketing. The companies who “dumb it down” are the ones who rise to the top and stay there … see Google, see Apple, see USA Today.
We often get fixated on certain terms and phrases, and our personal bias prevents us from clearly communicating to our market. As a B2B marketer you can never assume you are your market.
My firm’s business is predicated on bringing pharmaceutical companies together to work cooperatively to evaluate new R&D technologies. For years we avoided the word “consortium” to describe ourselves. We thought of “consortium” negatively and did not want to be associated with the term. Thus we started our own game of Taboo describing the business with words like “short term, multi-company projects,” “collaborative projects” and “collaborative innovation.” Our personal bias generated complex and inaccurate messaging resulting in confused (and/or unimpressed) prospects. We made our job much more difficult than it had to be.
Today, when describing our service to a big pharma executive I simply say “we manage an industry consortium to collaboratively evaluate new technologies.” It was Winston Churchill who proclaimed, “all the great things are simple, and many can be expressed in a single word.” In our case, this single word is consortium.
Here is a fun and entertaining presentation by David Pogue of the New York Times during TED 2006 ….his focus is on technology …but the message is similar .. simplicity sells!