We have all been guilty of rushing to raise the ante when it comes to 'launching' the latest buzz word, concept, product, variant or medium.
This is particularly true in the world of media, which I inhabit from nine to five. And probably why I was immediately drawn to this book. The title alone was a magnet. The jacket cover's sell, 'Cutting through the nonsense and doing things right' beckoned me.
The book starts simply enough by unearthing reasons why people fear simplicity and then goes on to drive home the power of simplicity in thinking and action in the areas of management and work, leadership and managing people.
The chapters of unearthing the reasons why people fear simplicity and refrain from using common sense and simple language brought home several truths. The book really kicked in from the first page where two phrases, 'fear of failure' and 'fear of thinking' leapt out. These two were identified as people's first and fifth most common fears (based on a study done by Yale University).
Interestingly, the two fears were convincingly linked in which fear of thinking prevents people from challenging complex situations or norms, while fear of failure causes them to address all situations from multiple angles i.e. covering all bases and hence making complications even more complex. It is almost such that people feel naked or are made to feel so when all they have is a simple idea!
This immediately struck a chord with me as in our business today the need to continuously deliver first in everything we do - from the humble office get-together to a client's campaign plan - have placed such emphasis on the expression of the idea that the process of generating a strong simple idea (regardless of its manifestation) is almost forgotten. The book does not discourage innovation but encourage us to take stock and recognise the power of the thought.
As the author journeys down the paths of management and work issues and people management, he addresses ways in which simplicity can cut through our day-to-day mumbo jumbo and make us more aware of what's genuinely needed in making businesses better.
One of my favourite chapters is 'Simplicity in leadership' (I have just returned from an intensive senior management development programme). Trout offers four key ways in which leadership must be expressed: Be seen and not just heard; Be a doer - never use the word 'should'; Pass on your knowledge and experience; and Know where you are going. Against the typical prose of leadership do's and don'ts, these 'tips' are founded on common sense and actionable for new managers like myself.
The other chapter that stood out was 'Simplicity in organisation'. This flows on nicely from a recent talk I attended in which the Father of Positioning, Al Reis, reminded marketers that 'Focus' is the most important requirement in placing your company/brand/product in the minds of target consumers.
This chapter re-emphasises this and gives examples of great companies that forgot this in the rush to get bigger and presumably better and have since had to deal with declining sales and loss of market share.
I strongly encourage you to pick up a copy of this book and see if you can find yourself in one of the many real life examples of 'professional complicators'.