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It’s not about what YOU think/see/feel is simple. It’s about what your customers think/see/feel is simple for them (or not). They don’t know the ins and outs. They don’t know better. They do know better, though, their day-to-day. They’re experts at that. A “simple” system for them might not be something that’s simple for you. Take “my old tax booking system is simple“… until they know how simple other things can be. Because simplicity —or complexity— has not everything to do with the use, but with their transaction and emotional costs. With how much effort they might need to put on, instead of going with the flow of the known. Next time you hear “I want something simple”, ask what they mean by simple. You’ll be surprised. And they’ll make the sale for you. |