We put up with complexity, believing that we have no other choice. However, complexity is an additional obstacle 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 a benefit for consumers, a reduction in company costs, increased customer loyalty, increased efficiency, and a 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 reflected 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. Due to poorly written instructions, about 80% parents install child car seats incorrectly.

Businesses also often use artificial complexity to mask existing problems. But consumers began to realize that some companies deliberately do this to keep citizens in the dark.

In fact An excess of information only leads to more confusion.

Representatives of any industry also love their slang, but people often don't 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 real needs of people.

Empathy, being the first step towards simplifying a product or process, involves deep understanding of the client's way of thinking. You should 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. Because complexity has become the "norm" everywhere, a company that simplifies the consumer experience invariably surprises 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 for a growing segment of older people is becoming a vital necessity in the face of complex technology and an ocean of information

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

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

Organize the material into sections or topics or break it down into individual 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 and concise. To make your written text easy to read, use short sentences, simple vocabulary, personal pronouns, and humor when appropriate.

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

To manage complexity effectively, follow simple principles:

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