Why It’s Absolutely OK To Go Back To The Basics
We all know that being part of a business is a complex process and there is a lot of uncertainty involved. As a solution, we are using data analytics to eliminate uncertainty and make better decisions.
People are competing in acquiring the analytical and digital skills. On the consumer's side, everyone has access to the internet which increases transparency of knowledge and pushes businesses to get ahead of competitors. All the complexities create an added pressure of devising new ways to generate profits.
But the question is, is all that complexity really necessary? Have the traditional simpler ways of conducting business become inefficient? Even though those old simple methods have survived the test of time.
Everything in the business world comes down to communication.
In a nutshell, a business is trying to communicate the value proposition to the clients, customers, or other businesses. All this means that it boils down to human emotions and attracting those emotions. The communication is successful when the message is clearly understood to a human being and somehow stand out against the competitors.
Keeping all this in mind maybe going back to the basics might be the recipe for success. The consumers might be confused from all the ill-conceived and overwhelming marketing efforts. In addition, consumers face with too many choices (also called the analysis paralysis) and instead of pulling the consumers the marketers are pushing them away.
Simplicity is underrated at times.
How going back to the basics works?
Stanford professor David Kelley introduced the concept of design thinking into the business world. Design thinking revolves around the user and engages in empathy and experimentation to develop products or ideas.
Why it works is that the concept essentially goes back to the basics in a strategic way. The process helps businesses think from the user’s point of view and develop a prototype. The prototype is then tested and based on the feedback further changes and enhancement are made. This is a basic concept of trial and error. It is different from primary and secondary market research.
In design thinking, a prototype is built and is actually designed and tested. The concept of design thinking involves a lot of actual sketches, drawings, and diagrams. These methods help in visualizing and defining a solution. To identify the customer needs and the market opportunity the people within a business have to turn into artists. To really get the customers interested it is important to present a simple value proposition that makes sense.
Most importantly, during the process, the marketers and developers should be willing to accept uncertainty and failure. People should not be hesitant to present an idea and be resilient about rejection. Presenting half-baked ideas should be encouraged as It might be very productive to present them.
These methods usually lead to “out of the box” ideas. The feedback on the initial idea helps because if later the end user does not understand the product, the product is not simple enough and is essentially a failure.
Keeping it simple and going back to basics might give a business an edge over the competitors. In a world where complex models are presented, the lack of simple language is underrated.
Another reason for going back to basics is related to the marketing field. In the world of digital marketing, going back to the basics of brochures and catalogs can go a long way. The younger generation may be very comfortable with the digital world. On the other hand, the older generation where the actual investing ability is, digitalization might not work so well. People who have the money do not have the time to understand complex language.
Sometimes that comfort comes from simply holding an actual brochure in hand and reading something that is not off a digital device. In addition, culture plays a big role in deciding what strategy or combination of strategies works best. People in different parts of the world have different tolerances. Sticking to simplicity is the safest choice.
Going back to the basics might sound like stating the obvious, but simplicity is not that common anymore. Each individual business need might be different and so might be the strategy needed to run it. Simplicity might not work in every business but will always work for communication. In the business world, we can certainly train ourselves to accept failure and uncertainty more.
Also, we can eliminate complexities. Drawing out ideas on paper or a whiteboard might feel outdated but can lead to very creative ideas. We need to keep the end users in mind always. Traditional methods have worked, and the older generation still prefers those.
As the world becomes one large market, we need to stick to the basics to appeal to the consumers. In other words, we need to keep it simple and appeal to the human logic and emotions. Most importantly, keep the end users in mind while creating and marketing a product or service. A traditional and simple approach might be the most appealing option for the user.
To learn more about understanding the need of the end user read this.