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Simple: Conquering the Crisis of Complexity (English Edition)
 
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Simple: Conquering the Crisis of Complexity (English Edition) [Format Kindle]

Alan Siegel , Irene Etzkorn

Prix éditeur - format imprimé : EUR 11,71
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Descriptions du produit

Revue de presse

"Displays a lot of common sense...a straightforward brief on simplicity." (The New York Times)

Présentation de l'éditeur

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 iPhone
  • What SIMPLE idea allowed the Cleveland Clinic to improve care and increase revenue
  • How OXO designed a measuring cup that sold a million units in its first 18 months on the market
  • Where Target got the idea for their "ClearRX" prescription system
  • How 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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Amazon.com: 4.2 étoiles sur 5  27 commentaires
24 internautes sur 29 ont trouvé ce commentaire utile 
5.0 étoiles sur 5 An idea whose time is now 5 avril 2013
Par Laurence D. Ackerman - Publié sur Amazon.com
Format:Relié
After finishing this seductive little book, one of the most memorable passages for me was the one in which the authors assert that there is no perfect definition of simplicity. Why? How can that be? Their reasoning is that what it takes to accomplish true simplicity calls upon many factors and, that in the end, what is - and what we regard as - truly "simple" is really anything but.

I loved this book. It led me to appreciate the constant battle we all face to make sense of our world in these crazy, hyper-technologized, choice-inundated, supposedly modern times . My conclusion, born of Simple? More is definitely not more. But less is only less if it doesn't sacrifice content and meaning.

Siegel and Etzkorn advocate a 3-part formula for simplifying almost anything: The need to empathize, distill, and then clarify. Easier said than done, but rock-solid in its logic. Read the book to learn the "how to" behind this approach.

In the end, the thought that has entered my mind and won't leave is this unrelenting, conundrum: We want things simple but gladly welcome more in the way of choice (mobile phones, brands of milk, cars, cereals, etc., etc.). Underneath this conundrum is a kind of immaturity, a lack of personal self-awareness, which marketers exploit and we don't seem to see. Maybe, it's time we did. Alan, Irene, perhaps you can aid the cause by applying your experience and wisdom to simplifying us human beings?

To all who yearn for - really yearn for - a window into the mysteries of what simplicity is all about and why we crave it, grab a copy of Simple. Sit down with a glass of water, in a quiet room, read this book and see if you don't "see" how life might be, were it just a little bit simpler.
12 internautes sur 14 ont trouvé ce commentaire utile 
2.0 étoiles sur 5 Ironically hypocritical 6 août 2013
Par Candyman736 - Publié sur Amazon.com
Format:Format Kindle|Achat vérifié
This book covers some good information, but the content should have been right-sized and illustrated in to a much "Simpler" magazine article. Simple dwells too much on a handful of case studies, and repetitively iterates through each of them. The book also incorporated one example from the "reality" show Undercover Boss, which IMO is one of the phoniest reality shows I've seen. At the end the book tries to make Simplicity a cause for political and consumer activism.

Should you choose to get this book, let me make it Simple for you. Read chapter 6 and skip the rest.
4 internautes sur 4 ont trouvé ce commentaire utile 
5.0 étoiles sur 5 Mandatory Reading 28 avril 2013
Par BeeCharmer - Publié sur Amazon.com
Format:Relié|Achat vérifié
All who navigate the maze of unnecessary complexity imposed upon us by government, business and other organizations as we live our lives should cheer this work; someone finally gets it. Every one of us has experienced the frustrations it describes. Everyone one of us of will benefit from the solutions it proposes.

Clearly, concisely and, yes, simply written, this book is a quick and easy read. It should, however, be read a second or third time. The simplification process it proposes is adaptable to any organization at any level. It should be mandatory reading for every executive, manager and government official.
3 internautes sur 3 ont trouvé ce commentaire utile 
5.0 étoiles sur 5 Best Business Books 2013: Marketing by Catharine P. Taylor 6 décembre 2013
Par strategy+business - Publié sur Amazon.com
Format:Relié
If marketing isn’t concerned solely with marketing anymore, it makes sense that the year’s best marketing book isn’t solely about marketing either. Instead, "Simple: Conquering the Crisis of Complexity," by Alan Siegel and Irene Etzkorn, is something of a diatribe against the pervasive complexity that serves to frustrate consumers and undermine customer relationships.

At first, "Simple" struck me as over the top in its obsession with indecipherable phone bills and menus crammed with too many choices. Doesn’t society have bigger problems to address, such as climate change and cancer? But soon the realization dawned that complexity hasn’t jumped out at me as an urgent problem because I’ve become inured to it. I expect hidden gotchas in the reams of pages in credit card agreements that I will never actually read until it’s too late to avoid them, and I assume that the directions for assembling my new patio set will be so confusing that I will need to make multiple calls to the manufacturer’s helpline. Traditionally, we haven’t classified these annoyances as marketing problems—but as customer experience becomes a core element of marketing, it’s clear that the damage caused by complexity extends far beyond the customer service department.

Although Siegel and Etzkorn take on everything from the 14,000-page U.S. tax code to prescription drug labels, rest assured their book is written from a marketer’s point of view: Siegel previously founded and led the global branding agency Siegel + Gale and now leads Siegelvision, an organizational identity and brand strategy consultancy; Etzkorn is Siegelvision’s chief clarity strategist.

“Customers are fed up with bureaucracies that inundate us with generic and impersonal information, don’t take our calls, create convoluted procedures, request too many signatures, provide baffling instructions, erect barriers of legalese, and find a thousand other ways to distance themselves from us,” declare the authors. “The truth is, every bit of correspondence you send to customers—email correspondence, statements, contracts, proposals, instructions, applications, call center scripts—speaks louder than your ads, because it’s a more direct and personal form of contact.” In short, if your cheeky ads are followed up with an awful website experience or a contract dripping with legalese, you’ve blown it.

For those who remain unconvinced that simplicity is better business, the authors give anecdotal evidence of the overlap between companies that simplify and those that go on to achieve runaway success. Unsurprisingly, Apple and Google play a prominent role in Simple, as do Trader Joe’s (which offers about one-tenth of the products of a typical supermarket) and, in one of the book’s best examples, Southwest Airlines.

The Southwest story is so powerful because it demonstrates that it’s possible to simplify even in excessively complicated categories. When the airline was launched 45 years ago, its founders sought simplicity by buying only Boeing 737s, eschewing the intricate hub-and-spoke system for nonstop flights, and forgoing assigned seats. The upstart airline passed the benefits of simplicity on to consumers in the form of lower fares and fewer extra fees. (In a category that increasingly nickels-and-dimes its customers, Southwest still checks the first two bags free.) The Southwest story underscores the fact that "Simple" is not going to let you off the hook, even if you argue that simplicity won’t work in your company.

As you might expect, "Simple" devotes a good deal of time to the jargon masters who dwell at the very top of the complexity food chain: lawyers. Siegel and Etzkorn argue that the greatest fear of the typical CEO is lawsuits, and that fear has served to “elevate lawyers to a position of unchallenged authority.” They argue that plain language “can actually end up putting you on safer legal ground, because it provides plain evidence that you were never trying to hide anything or hoodwink anyone.”

The legal department’s very existence points to the most difficult thing about becoming simple: adopting the approach across the organization. Any company can whittle down its contracts, but achieving true simplicity, like every other major change initiative, requires buy-in and support from the top. It takes vision to infuse an organization with a more simplified approach, which in its highest form affects the way a business operates, how it markets itself, and how it creates great customer experiences. Thus, the first step toward better marketing may be getting a copy of "Simple" to the CEO.
2 internautes sur 2 ont trouvé ce commentaire utile 
5.0 étoiles sur 5 The Need to Make Things Simple 15 juillet 2013
Par bronx book nerd - Publié sur Amazon.com
Format:Relié
This book is a call for radical change in the way business and government relate to their customers. It is not a call for reenginering or for something complicated. It is, in fact, a call for quite the opposite: simplification. Co-authors Siegel and Etzkorn argue that not only is making things simple good for customers, it is also good for business. The authors have been working for decades, via consulting, on simplifying forms and other written communications. Their best example is the work they did to simplify the IRS tax return form. We all know how complicated forms not only discourage us from even beginning a process but also can lead us directly into error.

How does one achieve simplicity? Through applying its three principles: empathize, distill and clarify. You need to get into your customer shoes and experience the process from their end; you need to distill the information you provide to the bare essentials; and, finally, you need to make sure that what is left is clear and not ambiguous or prone to misunderstanding. One of the tools used to simplify is plain language. Business and government leaders need to produce communications that are easy to understand and written in plain English as opposed to bureaucratese, legalese, or business jargon. If there are any villains in this story, according to the authors, it's lawyers, who by training and mindset seek to make every document as comprehensive as possible to cover every possible contingency (occasionally throwing in Latin phrases for good measure). One hopes that the call for simplicity is heard as we are constantly subjected to complicated forms, lengthy instructions and agreements and all other forms of gobbledygook.
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