Life today can be complicated. The accelerating pace of innovation, ideas and technology, and the pressure to keep up with it all in real time can make just getting by quite an effort. So, people don’t have the time or attention to go out of their way to understand things that are confusing. In fact, the more complicated something is, the greater the need for simpler ways of understanding it. Most people don’t want to have to master a new vocabulary or be able to speak like an expert—they just want to be talked to like they talk: in simple, down-to-earth language. And nowhere is this truer than for marketers—people obviously need to understand your brand before they’ll consider it. If it’s hard to understand, it’s easy to forget (and impossible to pass along). So, if you have something important to say, then simplicity is the language of least resistance.

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