For decades, Alan Siegel and Irene Etzkorn have championed
simplicity as a competitive advantage and a consumer right.
Consulting with businesses and organizations around the world to
streamline products, services, processes and communications, they
have achieved dramatic results.
In SIMPLE, the culmination of their work together, Siegel and
Etzkorn show us how having empathy, striving for clarity, and
distilling your message can reduce the distance between company and
customer, hospital and patient, government and citizen-and increase
your bottom line.
Examining the best and worst practices of an array of
organizations big and small-including the IRS, Google, Philips,
Trader Joe's, Chubb Insurance, and ING Direct, and many more-Siegel
and Etzkorn recast simplicity as a mindset, a design aesthetic, and
a writing technique.
In these illuminating pages you will discover, among other things:
Why the Flip camera became roadkill in the wake of the iPhoneWhat
SIMPLE idea allowed the Cleveland Clinic to improve care and
increase revenueHow OXO designed a measuring cup that sold a
million units in its first 18 months on the marketWhere Target got
the idea for their "ClearRX" prescription systemHow New York City
simplified its unwieldy bureaucracy with three simple numbers By
exposing the overly complex things we encounter every day, SIMPLE
reveals the reasons we allow confusion to persist, inspires us to
seek clarity, and explores how social media is empowering consumers
to demand simplicity.
The next big idea in business is SIMPLE.
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