Stop Being Afraid of Simple

I’m constantly surprised by how uncomfortable simplicity makes operators.

We look at something simple and immediately question it.

Is that enough?

Should we explain more?

Should we add another link, button, or paragraph?

We seem to think more means better.

Most of the time, it doesn’t.

More creates friction. And friction kills action.

Your website isn’t a novel. You have a few seconds to help someone understand why they should care and what they should do next.

More words don’t make the message stronger.

More links don’t make it more helpful.

An email doesn’t need five calls to action.

Say what matters. Make the next step obvious.

Simple isn’t lazy. Simple takes discipline.

But simple can feel unfinished. So we keep adding things to make ourselves more comfortable while making things harder for the customer.

I ask myself one question all the time:

Would I actually do what I’m asking someone else to do?

Would I fill out that form? Click through three pages? Hunt for the button?

If not, why am I asking my customer to do it?

Meet your customer where they are. Make the path from A to B as straight and short as possible.

And remember, you’re not carving it into stone.

Get it clear. Put it out there. Learn. Adjust.

StoryBrand teaches: If you confuse, you lose.

So before you hit publish, ask: Is it clear? Is it the shortest path? Would I do it?

If not, simplify it.

Stop being afraid of simple.