Easy is no longer the exception. It’s the rule.
If a product or a service isn’t easy to use, customers are no longer paying for it. Period.
And, when it comes to easy, Apple is the undisputed champion.
Nearly a decade back, the forefather of simplicity created a revolution after doing something absurdly genius –– they created a phone with just one button.
After the iPhone’s fruition, products and services have never been the same –– fast-moving companies (startups) have since popped up everywhere with the one-button solution in their specific industry.
Uber –– hit a button on your phone, you’ve got a taxi.
Airbnb –– hit a couple buttons on your phone, you’ve got a room booked.
Tinder –– swipe back and forth a few times, you’ve got a date.
Netflix –– scroll up or down, you’ve got thousands of movies and tv shows.
The swipe of a finger, the punch of a button and the scroll of the thumb has created a world where easy is no longer a luxury but rather a commodity.
And, in a world where easy is now the expectation, brands must find new ways to differentiate themselves –– while there are plenty, here are the obvious two ––
- Make current solutions to problems not just easy but easier. Ex: Apple now making an iPhone that has NO buttons.
- Find new problems to solve that haven’t yet been solved.
While I can’t help you anymore from here, I can give you one piece of advice I am trying to follow in my own business…
If you are standing still you are dying.
By Cole Schafer.
Cole is the copy chief at Honey Copy, where he helps startups make more money through emails and landing pages that read like poetry and sell like Ogilvy. When he isn’t slinging copy, he is right here on Medium sharing ideas about life, business and marketing. Or riding alpacas.