Reductionism & Innovation
In keeping with the new digitally enhanced human behaviors, we must pay attention to how these behaviors are carried over to the rest of people's lives. This means that we must be aware of the "impatience" factor that has been accelerated by our digital expectations. I feel that as we adopt communication technologies with increased speeds - such as mobile broadband on our smart handsets- these accelerated expectations are being carried over to the rest of our lives. I can't prove this is happening, of course, but I can feel it and based on my past reads of emerging trends, I am probably right on this one.
This is reflected in our increasing intolerance for "too much"; too much text on web sites for example, too much going on in car dashboards, too many TV channels, too much avertising. We are now processing more information faster than ever and - well - there is only so much we can retain.
Recently, I experienced a more poignant example of this impatience factor and my brain's need to see less. In entering my latest hotel room here in Frankfurt, I was confronted with 8+ different informational pieces sitting on desks, TV, radios, my bed, etc...One of them was for how to use the room phone. Really? Who uses hotel phones anymore. Get rid of it. Too much.
Reduce the pieces and alleviated the clutter in the room and in the mind of the guest. We simply don't have the time to process all these customer "touch points" anymore.
So, please, innovators and marketeers; please adopt messaging and product strategies that reduce and simplify as much as possible. It will be to your benefit
Short and sweet.
This is reflected in our increasing intolerance for "too much"; too much text on web sites for example, too much going on in car dashboards, too many TV channels, too much avertising. We are now processing more information faster than ever and - well - there is only so much we can retain.
Recently, I experienced a more poignant example of this impatience factor and my brain's need to see less. In entering my latest hotel room here in Frankfurt, I was confronted with 8+ different informational pieces sitting on desks, TV, radios, my bed, etc...One of them was for how to use the room phone. Really? Who uses hotel phones anymore. Get rid of it. Too much.
Reduce the pieces and alleviated the clutter in the room and in the mind of the guest. We simply don't have the time to process all these customer "touch points" anymore.
So, please, innovators and marketeers; please adopt messaging and product strategies that reduce and simplify as much as possible. It will be to your benefit
Short and sweet.
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