Nickname: gret

Review: Makes me want to operationalize an ideation session!

Date reviewed: Jan 27, 2009 10:54 PM

Nickname: Ranaissance

Review: In one word: Marvellous article. Simplicity is the key word, isn't it? Lots of U.S. agencies forget this basic fact and keep harping about a whole lot of hogwash. We are constantly fighting for mindspace and what works best is what the customer wants! No frills!

Date reviewed: Mar 26, 2007 9:36 AM

Nickname: monadirect

Review: Great article. Speaks to the point I try to impress upon many of my clients. Simplicity and clarity. Consumers love having their problems solved. they love experiences...don't we all? And, unfortunately, marketing people believe marketing has to be trickery. Consumers are not dumb and they never have been...Remember, we're all consumers with emotions and needs....

Date reviewed: Oct 14, 2006 12:06 PM

Nickname: do e

Review: Bill, it is not just the brand and marketing gurus that need to learn this lesson of simplification! If our political leaders, and governmental agencies could simplify their jargon a bit the business of making laws and the enforcement of our present laws would be so less complex.

Date reviewed: Sep 26, 2006 3:32 PM

Nickname: Art

Review: Great article. What does IDEO mean?

Date reviewed: Sep 9, 2006 1:17 AM

Nickname: Robert Boyer

Review: I very much enjoyed this article, but could take it one step further (or maybe slightly elsewhere, depending on perspective). It seems to me that some of the greatest successes out there are by those businesses that don't necessarily eliminate the jargon and keep it simple, but rather, make simple jargon. Bill mentioned two perfect examples of this in his article - "Googling" and "motoring". Two words never before used broadly in the United States, which are both now household words, wholly associated with their brand, and therefore unusable by anyone else. That, to me, is true marketing power; turning some kind of unique jargon or made-up word into something simple and universal. If only we all had the smarts to think up something like "google". The "clever spin" is not dead - it's just been simplified.

Date reviewed: Aug 29, 2006 9:27 PM

Nickname: amnon

Review: Let's see what we learned here. Phase one: The guru picks up and/or invents a bunch of long sophisticated sounding words, becomes a leader, makes loads of money.Phase two: too much competition using same buzzwords. Guru switches sides, comes out with "brave" confession, makes fun and publicly humiliates the poor laggards who are still selling the same merchandise he was living off just two years ago. Leaves them all far behind. Good branding move. So now its "simplicity". And integrity, surely, as always.

Date reviewed: Aug 22, 2006 8:20 PM

Nickname: Stafford

Review: Loved the article - so much that I spent 20 minutes on ideo.com looking for the same brilliance there. I'm sorry to point out that the clever graphics on the "method" page forced me to be as confused as my mother was when I tried to explain to her what I do for a living.

Date reviewed: Aug 9, 2006 2:37 PM

Nickname: Marco

Review: Great piece Paul. Fits perfectly with what we talked about at www.design-emotion.com. It's a pity that people sometimes feel that focusing or designing for emotion(al experiences) has a fuzzy buzzy tone to it. In fact, there is nothing more realistic, logical and simple as looking into people's feelings and emotions. Keeping it real and simple is exactly what designing for emotion is all about.

Date reviewed: Aug 3, 2006 7:58 AM

Nickname: done?

Review: Great article, surely complex to write yet a breeze to read. Most comments miss one point, simplicity is hard to get to. Work hard to be simple, it will be rewarding.

Date reviewed: Jul 19, 2006 2:15 AM