“Our product is simple and easy to use,” says almost every brand I know. 

‘Simple and easy’ is probably the greatest paradox of our times because most simple things aren’t necessarily easy to do and most easy activities don’t actually belong to simple concepts. 

For example, going for a walk is a simple task but not easy to do daily. 

And navigating the controls of a phone or tablet can seem easy, but it’s not simple enough for an entire generation born before its time.

Recently, a client asked me why running ads online is so complicated. 

“I can promote a post in a few easy clicks,” he reckoned. “Why do you guys need a couple of weeks to set up?”

“Promoting a post with a few clicks is just a test. It has no accountability. You may or may not achieve your outcome. But running an ad campaign needs accountability toward your trust, goals, and ROI. Such plans can only be built on a foundationally strong strategy,” I replied. 

Promoting a single post is simple and easy. 

Marketing that matters is neither simple nor easy.