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Kevin C. Whelan

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December 30, 2020

The tendency to overcomplicate

When you can do a lot of things, your tendency is… to do a lot of things.

But in so many cases, doing a few things well is better than doing many things poorly.

Complexity leads to breakdown, stress, and resource depletion. Simplification leads to focus and results.

This principle applies almost anywhere else you look. But I see it most often in people’s marketing strategies.

It starts small. But eventually, there becomes too much noise and activity.

You begin to lose focus. Everyone is exhausted. Things stop working.

So what do you do if you find complexity creeping into you or your clients’ marketing program?

Evaluate it from an 80/20 perspective.

There’s always something that is bringing 80% of the results for 20% of the effort. Do more of that if it aligns with your goals.

On the flip side, there’s always something causing 80% of the headaches making up 20% of your time, energy, or resources. Stop those things immediately, even if it hurts.

When you find complexity creeping in, and it always does, look for the 80/20.

And then as Stephen King says, kill your darlings.

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