We like things to be simple. It makes life easier.
Especially when it comes to making decisions.
This restaurant’s food is good, while this restaurant’s food is bad.
These people stand for this, and those people stand for that.
By painting the world in black and white, the contrast is easy to see.
Doubly so when it comes to messaging.
With simplification, we can make our message more effective by emphasizing its strongest points.
Yet, simplification can only take us so far. Because while simplification is great for capturing attention, it’s terrible for sustaining it.
For that, we need substance.
The kind that lets people dig deeper and provides them with value.
And where there’s value, there’s opportunity.

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