I gave a workshop recently about humanizing products and marketing, and we talked about why narrative and great stories matter during design and in our customer communications. Stories of empathy and customer needs inform the design process, and, when we know what challenge we’re addressing with our products, [...]
Every business is in the simplicity business. This article discusses ways of simplifying messages so you uncomplicate customers' lives.
If you took a journalism class in school, you know how important the inverted pyramid is. Give people the top headline first – then the details. Start with the big a-ha headline – always – to grab attention. Yet, too many companies – especially in technology – [...]
If you haven’t seen a few TED talks (live or via TED.com), you are missing out. If you have, well, you know how great the talks are. TED (Technology, Entertainment, and Design) and TEDx – independently organized conferences focusing on local communities– are well-run and inspiring events that [...]
Complexity is easy; simplicity is hard. There is a lot of noise out there. If being simple were easy, everybody would have mastered it. That’s a great thing; when your competitors are convoluted, simplicity sets you far ahead of the pack. Whether it’s your offerings, your service, all [...]
