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Ed Cotton: Making The Complex Simple Is Complex

Ed Cotton: Making The Complex Simple Is Complex
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It's one thing having an idea, but unless it can be executed in a way that's astonishingly simple and easy to use, it's never going to gain traction.

Ed Cotton, BSSP
  • 13 january 2011

Jack Dorsey, the founder of Square and Twitter appeared on Charlie Rose the other night and he had a nice distillation of his world view.

“My goal is to simplify complexity. I just want to build stuff that really simplifies our base human interaction. Twitter was around communication and visualizing what was happening in the world in real-time. Square was allowing everyone to accept the form of payment people have in their pocket today, which is a credit card. So we have built the simplest way to accept credit cards.”

Of course, he goes onto explain how complex it is to make things simple, like others in the space, he also understands the end goal of making the technology behind the experience, disappear.

This is obviously not a vision exclusive to Dorsey, but a goal of most people working in the technology space.

It’s one thing having an idea, but unless it can be executed in a way that’s astonishingly simple and easy to use, it’s never going to gain traction.

(Continue reading here.)

Ed Cotton is the Director of Strategy at BSSP, and is curious about all things relating to brands, marketing and culture. Read more at influx insights

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