Simple

Too Complex to Handle

The products you use, the companies you buy from and the communications you receive overwhelm you with complexity. For example, the average credit card contract fills many pages of small type. The US tax code is thicker than the New York City phone book. Because of the length and complexity of such agreements, consumers pay unanticipated fees for credit card usage, don’t understand their insurance policies, and return appliances and electronic gadgets due to indecipherable instructions. Complexity in health care has even more dire consequences. For instance, patients become ill or even die because of poor labeling or unfathomable directions.

Despite rumblings of discontent, for the most part, consumers tolerate pervasive complexity because they feel they have no choice. However, as the “complexity crisis” reaches a crescendo, people want to understand and control the forces that affect them every day. Complexity is not the only option. A viable solution awaits: Simplicity.

Simplification benefits consumers, reduces costs, promotes customer loyalty, increases efficiency and provides a competitive advantage for business. The popularity of ...