Simplify and Multiply

KISS: Keep It Simple, Stupid.

Why do we complicate things to make them sound more worthwhile? Shouldn't it be the other way around? Shouldn't better products be easier to explain, not harder?

Simple things get understood. Simple things get remembered. Simple things get passed forward: to a colleague, a manager, a friend who wasn't even looking for you. That's how you grow.

The same applies to your message, your copy, your value proposition.

When you simplify what makes you great, your prospect understands it. Your user remembers it. Your audience passes it forward to someone who wasn't looking for you yet. That's how you multiply.

When you reach for big words, complex explanations, and vocabulary that impresses specialists, you lose everyone else. And "everyone else" is usually the audience you actually need.

If an 8th grader can understand your message, a 9th grader definitely can. If it passes the Mommy Test, you can always layer in detail for whoever you're really talking to. The floor of clarity makes the ceiling of depth possible.

Talk to a real person. Stop complicating things beyond what they need.