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There are few situations where focus groups provide a good return on investment for small or medium-sized businesses. In the past I’ve held this was due to some combination of the Hawthorne, Pygmalion, and placebo effect — people tend to give the sort of answers that they believe are expected, especially in formal settings, where [...]
Catching up on PJ Brunet’s blog, I read an interesting quote, from Cartographic Principles (it’s the third):
3. SIMPLICITY FROM SACRIFICE Great design tends towards simplicity. (Bertin) Its not what you put in that makes a great map but what you take out. The map design stage is complete when you can take nothing else out. [...]
Boost marketing success: Targeting your product/service let’s you provide less bulk with more meaning.Think the last marketing message aimed at you that “broke through”. Here’s what got it that far: Targeting. The message tapped into your circumstance, interests, sense of humor, or style (probably in that order).From a marketing perspective, a specialized product or service [...]
Your users will accomplish more, faster, with a product/service tailored specifically to them than if they struggle to apply an overly-generic product to their needs.Many consultants, developers, and marketers compete to have largest quantity of features instead of competing to be most useful. Don’t believe me? Take a look at software marketing material: all features, [...]
“Less is more” has become a catchy rallying cry for the simplicity in software movement. Critics have been quick to contend that, in fact, “more is more” in the way of features.The advocates of “less is more” are not petulantly arguing for Zen-like non-dualism. Less becomes more with an ideal ratio of user success to [...]
Paul Kedrosky thinks so. He makes the case in this month’s Business 2.0 that “the cult of simplicity” is based on what he feels is a false premise: “less is more”.He’s correct many designers/builders of web applications are touting simplicity as the answer to many project management and usability problems, but I’m not buying Kedrosky’s [...]
You brand is defined by the consumer, not by you – I think everyone can agree with that. In the same breath, most marketing pundits will add the fact that you can no longer control your brand – an assertion I am not sure goes hand in hand with the first one.You brand gets defined [...]
When you hone a knife, you’re sharpening it by inflicting friction on the dull edges.I’ve been honing my process for delivering branding and marketing work for almost ten years. It’s never been as complex as the first day I used it. The process has been honed into a smarter, simpler tool.When we’re operating from a [...]