“Simplicity is the best policy”.
THE BEST COMMUNICATION IS THE SIMPLEST
The most famous scientist who ever lived, and the person responsible for giving the most famous equation of the world: E=mc2, was, yes we all know, Albert Einstein. What made this man so famous and made his theories create the maximum impact was not just his genius in analyzing things, but in his ability to explain even the most complicated theories in the simplest manner possible.
Even a layman, a non-scientific brain could understand them. One of the simplest explanations of Einstein’s ‘Theory of Relativity’ was given by a young fellow, and this is what he said: “When a man sits with a pretty girl for an hour, it seems like a minute. But let him sit on a hot stove for a minute and it seems longer than an hour.
We live in an “over communicated” society where an avalanche of news, messages, ads, et al, greet us every single day. If you want to stand out, you need to be simple; it’s the best way to beat the clutter.
Ask a creative guy and he will tell you how difficult it is to be simple. Simplicity is an art, and as one of the most famous artists of our times Leonardo Da Vinci said: “Simplicity is the ultimate sophistication.” A great machine is not necessarily the most sophisticated one; it’s rather the one that’s simplest to understand by the person who will use it. The corollary?
“Simplicity is the ultimate sophistication. ” – Leonardo DaVinci
A great marketing message is the one that’s absolutely clear to the consumers. “Iodex maliye, kaam pe chaliye” is the simplest way to describe a quick-pain relief ointment. “The ultimate driving machine” best describes the pleasure that money could buy!
From Nike’s “Just do it” to McDonald’s “I’m lovin it” to Coca Cola’s “It’s the real thing”, those are simple sentences that have been responsible for creating the magic and making the brand name stick in the mind of the consumers.
The first one wanted to build a car for the common man about whom no one had thought of earlier; and the second decided to give loans to the simple, small-business owners of rural India for whom no bank had given any importance earlier. These small businessmen were scared to approach the big brands for loans, so Fullerton went to them and simplified the process. With the help of mobile vans, it went from village to village and helped in giving loans to these people to build their businesses – and in the process, they built a great brand for themselves too.