communicate magazine - fred burt

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“How simple can it be?”

Fred Burt21st October, 2010

fburt@siegelgale.com

The world is increasingly complex

Complexity is costly

+ Typical knowledge workers:– Check email >50 times a day– Check IM >70 times a day– Visit 40+ websites a day

+ This represents $650 billion in lost productivity due to “information pollution”

Source: RescueTime/Basex research, Wall Street Journal Online, June 16, 2008

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Source: “Simplicity Survey”, Siegel+Gale, January 2009, 1,214 U.S. respondents (Homeowners & Investors age 25+)

75% agree that “complexity and lack of understanding has played a significant role in the current financial crisis.”

Complexity is dangerous

Many brands agree with us

Many brands agree with us

Many brands agree with us

Many brands agree with us

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SIMPLE BRANDS WIN

Simplicity Index 2010

+ Quantitative study in 6 countries with 6,000 respondents across multiple sectors– Is life more complicated?– Which brands are doing a good/bad job?– How much does this ‘simplicity gap’ cost?

+ COMING SOON!

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GOOD NEWS: THE FUTUE IS BRIGHT

Life gets simpler as you get older

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MONEY CAN’T BUY YOU SIMPLICITY

Life is more complicated if you are wealthy

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THE USUAL SUSPECTS?

Financial services come in last, but utilities, broadband and train travel score poorly too

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IS SIMPLICITY RELEVANT TO THE PUBLIC SECTOR?

HMRC

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Our vision: we will close the tax gap, our customers will feel that the tax system is simple for them and even-handed, and we will be seen as a highly professional and efficient organisation

OTS

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Thanks

Fred Burt21st October, 2010

fburt@siegelgale.com