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Business Consulting For The 21st Century Via A Holistic & Intelligent Approach

There is such a thing as too easy

Consumed => “Easier Is Better Than Better” by Paul Scrivens on Smashing Magazine.

http://www.smashingmagazine.com/2011/11/28/easier-is-better-than-better

=> My value add (i.e., left a comment)…

Perhaps it’s just me but I feel as if I just read a Malcolm Gladwell book. That is, packed with hypothesis and then supported with selective—if not questionable—reference points.

That aside, the more pressing question for me is what is the relationship between choice and customer retention. I’m certainly not going to debate the value of easier. By definition easier is easier. Duh? (Angry Birds? Really?!?)

On the other hand, perhaps there are times less isn’t more over the long term? For example, the (impulsive) buyer chooses me because I have a selection of two widgets, while my prime competitor has a selection of five. Great! I got the sale—another customer for life. Unfortunately, my brand’s lifespan is only two widgets deep. Johnny B. Quick eventually realizes the flaw in his decision and buys his next two or three widgets from my competitor. In the meantime, I’m forced to acquire yet another new customer because old Johnny left as quickly as he showed up.

Or perhaps my sales process is easier than my competitor. However, once post-impulse reality set in my customer decides she didn’t want the widget after all and returns it. Obviously, there’s a loss associated with that sale/return. Maybe I should have held out for a customer with more digression and true motivation.

Again, I’m not disputing the value of easy. I’m simply questioning if the model is universal, as well as wanting to explore the impact of setting the bar too low.

Your thoughts Paul?

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