The Simplicity Imperative: And The Move to the Age of Personality
There is a saying for runners: Slow is Smooth and Smooth is Fast. It places a premium on ensuring that you have the proper form before trying to go all out and run too quickly.
It is a lesson for brands and retailers that have over-built technology. There was a time - and I would place that period in the 2000-2012 timeframe, where you were building a lot of eCommerce technology in-house. eCommerce looked like Traditional IT.
Until it didn't.
Why is simplicity important for brands and retailers?
The real problem? You are never done. eCommerce technology is not like installing a POS system or maintaining an E-mail server.
Many companies still have not gotten the memo. All those dollars you are putting into your custom technology would be much better placed into your brand. In particular, I mean your message, personality, celebrity and authority - across all mediums.
What should companies invest in for success in the current market?
If you want to invest in anything, invest in that. In a noisy world, those that consistently show up with high quality content, which is also entertaining are going to be the winners.
What is the current age in eCommerce and branding?
There are some brands who still believe that we are in the age of technology. That age truly has passed. Instead, we are in a different age altogether.
The Age of Personality
Expert Consulting: How Will You Grow Your eCommerce Company?
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