How to Make Complex Ideas Simple

In marketing, we must take complex ideas and simplify them for our audiences. Sometimes it can be difficult in the midst of the chaos. Following is a guest post from our friends over at Long & Short of It, masters of ideation, customer insights and market research. They like to say they “dig and find lots of data and then turn it into actionable insights.” Following is their guest post.  Your organization may be complex, with a wide variety of products and services, and you have a lot you want to say. However, too often in our excitement to tell the world about how awesome we are, we tend to say too much and only end up confusing people. Finding a way to simplify your message and distill what your company has to offer is important. THE FOREST THROUGH THE TREES Why it’s important to simplify varies based on what you are trying to do. If you are advertising or posting on social media, you only have a few words or seconds to get your message across. Just look at any billboard. Most are an awful mess. They attempt to say too much - often, the font is too small and there are confusing images, and the result is a message that gets lost in the medium. Or you may have a complex service with many offerings and need to find a way to summarize what you do and how it’s done, otherwise people will get overwhelmed. They won’t understand what sets you apart from your competition and why they should buy your product or service. Have you ever read through a website or a brochure and even after a few paragraphs, you still aren’t sure what they do or the simple thing you think should be easy to find is…read more >

It’s That Time Again — Strategic Planning

As we enter into the final quarter of 2020, (and we think we can say with absolute certainty that we are all anxious for 2020 to be over!) we find ourselves in the midst of strategic planning for the upcoming year.  Our friends over at Long & Short of It, masters of ideation, customer insights and market research, provided some thoughts on strategic planning during this unprecedented time. Their mantra is “dig and find lots of data and then turn it into actionable insights.”  Following is their guest post.  We’re all a bit tired. Psychologists are calling it pandemic fatigue and even Zoom fatigue. It’s basically just getting burned out because our normal routines have changed for a prolonged period of time and we don’t have a good sense of when we’ll finally settle into our new normal (not our favorite term either). STARTING A NEW WORK INITIATIVE MAY BE HARDER THAN IN THE PAST.  But there are some basics that must continue or are now in need of a reboot, such as updating your strategic plan. If your organization doesn’t have a strategic plan for 2021 or if it was created pre-pandemic, now is the time to either create one or revise the one you had. Customer purchasing patterns, competitor strategies and other factors have dramatically changed since early this year. According to McKinsey, over 75% of U.S. consumers have tried a new shopping behavior since the outbreak of COVID-19. They have either tried new brands or shopped at a different retailer. They are also caring more about how companies take care of the safety of their employees and the company’s purpose. Companies are also pivoting in what’s being called the big reset. Leaders are modifying how they manage, technology use has increased, core processes modified, and they are…read more >