Simple Things

Chaos is inherent in all compunded things. Strive on with diligence.

-Buddha

I opened one of the cupboards in my office and looked in with disbelief – it was a chaotic mess.  Impossible!  I had just cleaned all of these out, what, maybe a week ago.  OK, maybe a month ago.  How in the heck had they returned to their cluttered state?

I knew the answer.  We spend almost 80% of our client project time around the idea of simplicity.  I have spent 32 years committed to its strategic impact, so I knew exactly what happened  –   THE CREEP.

 


Keeping an Eye on the Creep

Simplicity is about a small sense of order, not a big one. The universe fights against big order, but you can get away with the success of small order.

 

 

Simplicity needs a rather constant level of attention.  If you pass off keeping the simplicity train on track, THE CREEP will step right in. THE CREEP loves and thrives on a lack of attention.  One of the favorite homes of THE CREEP is your garage.  You spend an entire weekend cleaning out all the junk that had a gravitational attraction to the garage.  You stand with hands on hips with a triumphant smile on your face.  You conquered the black hole of order.  A month later, with tears streaming down your face you cannot comprehend how the whole damn mess has returned.

THE CREEP is the creator of operational complexity.  It gives birth to bottlenecks and backward thinking that stops your forward momentum and leaves you asking, “How did this happen?”  Given an empty space, THE CREEP looks to fill it.

 


Simplicity Requires Attention

During a recent project where we were working with a client to simplify their client experience, this happened; he said, “Despite the success of our simplicity work, we just let it get away from us and started adding stuff until we were right back where we started.”  THE CREEP.

If you are genuinely committed to the benefit of a simple approach to anything, PAY ATTENTION.  It takes discipline to become simple and even more to stay simple.

Nothing, and I mean no strategic focus, can gain more impact than a commitment to simplicity and no strategy can collapse faster than simplicity ignored.  We consistently default to our bias for more.  Come on, we can add another feature, another service, we have the capacity and I think our customers really want it.  BOOM, say hello to THE CREEP.

You hear people talk about simple all the time.  It’s EASY, just get rid of stuff.  What?  No, no, no, it’s not about reduction, it’s about THOUGHTFUL reduction and then subtle adjustments until the simplicity you’re searching for fits YOU, fits your culture, fits your company, and fits your clients’ needs. It’s about allowing simplicity to be your lighthouse, providing you direction on your course.

Let it slip and you’ll find yourself loosing another weekend to a garage full of stuff, courtesy of THE CREEP.

Table Stakes – Stick to the Basics

 

“This is a simple game. You throw the ball. You hit the ball. You catch the ball. Got it!”

Skip – Bull Durham

We were recently in a Dazzling Blue meeting with a client, a meeting where the focus is on the remarkable small space between ordinary and extraordinary when designing and delivering a “Dazzling” client experience.

The conversation centered around a batch of new client experience ideas. One element of the meeting that was quickly glossed over was the standard deliverables, what the meeting leader referred to as “table stakes”. In my sketchnotes, I rapidly drew a stop sign, followed by an exclamation point. “Can we go over the current delivery of your basics, those parts of the product/service expected by the client?” You can’t brush the basics under the rug when talking client experience if you want to be DAZZLING. You have to be a master of the basics. You have to look at the basics as the heartbeat of what you do.

At Disney, they are always looking at the next big thing, the next must-see attraction. In fact, since the 1971 opening of Disney World, new attractions multiply like rabbits. EPCOT, Disney Hollywood Studios, Typhoon Lagoon, Animal Kingdom and the 2017 opening of Pandora- The World of Avatar. Despite the entertainment push, Disney focuses like an electron microscope on their table stakes, their basics. Let’s just look at one, CROWD CONTROL.

I grew up in Southern California and a trip to Disneyland was an annual staple. I can remember my mom telling all us over-excited kids to remember, we parked in BAMBI. The control of the massive number of guests that visit the parks (+/- 150,000,000) is a power basic for the Disney guest experience.

 

 

What does a real focus on “table stakes” look like?

  • An underground command center that monitors all things related to the guests and can give real-time responses. A yellow warning light at the Pirates of the Caribbean ride generates a call to launch more boats. The length of the line at certain food concessions generates a call to open more registers. Fantasyland a little crowded, send a mini parade to will shift the guests to Tomorrowland.
  • Anticipate the impact on your basics. Disney tracks weather on satellites. It looks at hotel reservations, airline bookings, and park history to anticipate needs.
  • Long line at an attraction will generate a character interaction. Hey, there’s Mickey!

Every “basic” impacts the product and when the product is “happiness” you better strategically pay attention. At Disney, table stakes are a science.

So, take a long hard look at those things that make up the primary stuff. At McDonald’s, it’s consistency. Is every Big Mac the same? Better be sure before you introduce a new sandwich.

Your table stakes are the heart and soul of your current reality. Before you add a bow, make sure the package is well wrapped. Remember you are judged on a daily basis on how well you stick the basics!