We put up with the difficulties around us, believing that we have no other choice. However, complexity means additional complications in our lives. It can and should be replaced by simplicity.

Many products and services are complicated because their manufacturers do not think about common sense.

Simplification is good for consumers, reduces costs for the company, increases customer loyalty, increases efficiency and competitive advantage. An example of this is the popularity of Apple products. The founder of the company, Steve Jobs, loved simplicity in everything, and this was expressed in the ease of use and original minimalist design of Apple products.

But. making things simple is not easy. Brands often can't resist the urge to add more and more options to the product, and more and more terms to the text. Poorly written instructions cause about 80% parents to install child car seats incorrectly.

Businesses also often use artificial complexity to mask existing problems. But consumers have begun to realize that some companies are deliberately contributing to the complexity to keep citizens in the dark.

In fact n reality, too much information only leads to more confusion.

Representatives of any industry also love their slang, but people often do not know the meanings of these words and expressions, which leads to misunderstanding and confusion.

We need information, but instead we get a set of data - chaotic and meaningless.

Business simplification requires that all members of the organization follow the principles of simplicity.

Simplicity removes obstacles and adds an element of humanity to any processWhen simplifying, manufacturers take into account the circumstances and true needs of people.

Empathy, as the first step in simplifying a product or process, involves a deep understanding of the customer's mindset. You must anticipate their needs, imagine how they will use your product or serviceand determine what is most important to them in the experience of interacting with a product or organization. Since complexity has become the "norm" everywhere, a company that simplifies the customer experience will always pleasantly surprise people. In addition, posts and discussions on social media are an accessible source of valuable information about how customers perceive your brand.

Sometimes the only way to convince people that things can be simplified is to do the simplification in their presence.

Develop products and services based on the needs of your customers in the real world.

Simplicity is becoming a vital necessity for the growing segment of older people in the face of complex technology and an ocean of information.

Highlight the essence. Remove all unnecessary things from your product. Many people think they need more of it, when in fact less would be better. Google confirms this idea, starting right from the home page.

When there is a desire to simplify something, there is always an opportunity.

Pay attention to every detail and resist the constant temptation to change, expand, implement or add something.

Bring clarity and ensure ease of understanding and use throughout.

Simplification is best thought of as a journey, not a destination.

Take into account the real world by imagining when and under what circumstances people will need this information and how they will use it. Structure the material into sections or topics, or break it down into separate steps. Summarize as often as possible and edit with maximum rigor. Use graphic design and visualization techniques to help people grasp the idea quickly. The language of your messages should be clear, concise, and conversational. To make your written text easy to read, use short sentences, simple vocabulary, personal pronouns, active voice, and humor when appropriate.

Applying a simplification strategy from project to project is a good start. But It is much more useful to introduce simplicity as a way of thinking at all levels of the organization.

To effectively manage complexity, follow simple principles:

• The movement for simplification should be led by top management.
• The company's mission should be the main guideline.
• The principles of conciseness, clarity, honesty and simplicity should be observed in all types of communication.
• Encourage actions and behaviors that promote simplicity.
• Simplify the company structure by optimizing processes, eliminating unnecessary hierarchy levels and barriers between departments.
• Keep in touch with your customers both online and in person; take an interest in their opinions.
• Stimulate dialog within the company by creating an environment conducive to the exchange of ideas.
• "Appreciate naivety": don't limit yourself to the opinions of experts, find out what ordinary people say about your products and services.