December 2, 2013 One too many – Why the simple route is the right way to go New Tech Share this post: Among the many acronyms out there being used by consultants, agencies and brand marketing teams alike is 1-to-1 or 1-to-many. Or, as my friend Brian Solis says frequently, in this digitally enhanced era, there is one-to-one-to-many. In parallel, there has been an ever greater focus on the value of content marketing (with a wing tip to context marketing and the brand new book “The Age of Context” by Robert Scoble). Not to be contrarian, but I think that one of the biggest challenges facing companies today is the ability to choose. This entails being more strategic in allocating one’s resources. And, very poignantly, this means focusing on the most important customers: the ones who are or may become loyal. Conflicting options For website developers (especially those doing eCommerce sites), one of the biggest issues is creating a great user experience (UX). The inherent issue is that there are many users, meaning that it is outright impossible to make the experience perfect for everyone. What makes for a good UX for one person may not work for someone else. There is design (look) and functionality (feel). There is efficiency and effectiveness. There is search and navigation. There is brand versus selling or commerce. It’s a complex set of criteria to balance in order to make for a divine user experience every time. {Tweet this!} One too many choices The thought that drove this post was the need for brands and marketers to whittle down the choices and avoid having one too many options. The vaunted “simplicity” of Apple products under the Steve Jobs era was no easy feat. I like to think the bite out of the Apple logo as removing the superfluous. In the creation of a value proposition that has customer centricity baked into it, dealing with the omnicanal existence and crafting a simple and effective journey is a true talent. The task may be herculean: removing impediments, avoiding unnecessary steps, optimizing readability, ensuring optimal functionality. The Right One The Nike swoosh is another compelling symbol of simplicity In a world where we are trying to craft experiences and messages that accompany an omnichannel consumer, the trick is making sure that we are not trying to please everyone, that we focus on the people that count and we don’t do one too many things that can render the experience, ultimately, a nightmare rather than a delight. {Click to Tweet} NEWSletter Subscribe to Minter’s Bi-Weekly NEWSletter and receive a free copy of the exclusive and updated 8 Golden Rules of an eReputation Your Gift For Signing Up 8 Golden Rules of an eReputation SUBSCRIBE! You have Successfully Subscribed! Brian Solis, content marketing, context marketing, customer centricity, customer service, leadership, New Tech, one-to-one, one-too-many, robert scoble, SEO Minter Dial Minter Dial is an international professional speaker, author & consultant on Leadership, Branding and Digital Strategy. After a successful international career at L’Oréal, Minter Dial returned to his entrepreneurial roots and has spent the last ten years helping senior management teams and Boards to adapt to the new exigencies of the digitally enhanced marketplace. He has worked with world-class organisations to help activate their brand strategies, and figure out how best to integrate new technologies, digital tools, devices and platforms. Above all, Minter works to catalyse a change in mindset and dial up transformation. Minter received his BA in Trilingual Literature from Yale University (1987) and gained his MBA at INSEAD, Fontainebleau (1993). His newest book Heartificial Empathy, Putting Heart into Business and Artificial Intelligence, bowed in December 2018 and won the Book Excellence Award 2019 as well as being shortlisted for the Business Book Awards 2019. It's available in Audiobook, Kindle and Paperback. He is also co-author of Futureproof (Pearson, Sep 2017) and sole author of The Last Ring Home (Myndset Press, Nov 2016), a book and documentary film, both of which have won awards and critical acclaim. Minter has a new book on leadership, You Lead, How being yourself makes you a better leader, published by Kogan Page, that released January 2021. It's easy to inquire about booking Minter Dial here. View all posts by Minter Dial Previous post Next post