Simple

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.

SIMPLE shows us how having empathy, striving for clarity, distilling your message, and simplifying experiences can reduce the distance between company and customer, hospital and patient, government and citizen. Siegel and Etzkorn illustrate their points by examining the best and worst practices of an array of organizations big and small, including the Cleveland Clinic, the IRS, Google, Philips, Trader Joe's, Chubb Insurance, and ING Direct, among others. Simplicity is explored as a mindset, a design aesthetic, a writing technique, a business benefit, and a consumer right.

SIMPLE exposes the overly complex things we encounter every day, reveals the reasons why complexity persists, inspires us to seek clarity, and explores how social media is empowering consumers to demand simplicity.