the power of simplicity

“Principles endure, formulas don’t.” -Bill Bernbach

Over the last decade, the near constant pursuit of the new & untested over tried & true principals has ‘operationalised’ b2b marketing into a tactical function of the business. It’s become difficult to find the ‘marketing’ in marketingOPS, and sales is not far behind.

B2b marketing has largely forgotten that we are in the business of selling things due to a preoccupation with new and constantly changing frameworks, processes, and technologies. Complexity covering up for the lack of clarity. The business of “margin in mystery” is alive and well. Whether b2b, b2c, or grocery store aisle, human buying behaviour has evolved over hundreds and thousands of years. People buy things that: 1. look nice. 2. taste good. 3. work well. 4. cost less.

Human engagement is not a formula. Frameworks, processes, and technologies can’t sell anything. People pay attention to and talk with people who interest them. Sometimes that’s a marketer or salesperson. That’s the power of simplicity, and that’s what sells!