Apple and Google are successful for a
number of reasons, one of which is that most people on this planet know exactly
what they do, what products and services they offer, and how simple it is to use them. The masses “get it.”
And just look at their websites. Nothing could be easier on the
eyes. Google is the most
uncluttered website in the world.
A monkey could navigate its way through it. Apple is also very easy to manage. And neither company has an “About Us” or “What We Do”
page. They don’t need it. Why? Because the average person gets it, gets what the company
does and what the company represents.
Is that just a coincidence? I think not.
Take a good look at the websites of other companies. They’re often cluttered with too much
information, most which is not easily understood by the layperson. Many of these are technology
companies with products and services that are more complicated than explaining
the features of the latest iPhone.
Still, if people have to read and reread the “About Us” or “What We Do”
page then there’s a real problem.
But some may argue, “Problem for whom exactly? These companies have a specific
audience that understands what they do. It’s a target audience, not a lay audience.”
And therein lies the problem. Why not use simple language to
communicate what your company does?
Why turn off the lay audience with technical jargon? How in the world does it hurt your
company if the Average Joe on the street knows what you do and how you do
it? That Average Joe may be at a
conference or a party one day, and wouldn’t it be fantastic if the conversation turns
to technology and your company?
And wouldn’t it be doubly fantastic if Average Joe could talk
intelligently and enthusiastically about your company instead of saying, “I went on their website
and I have no idea what they do, nor am I interested in
trying to learning more about them.”?
If you have trouble explaining the premise of a movie
in a simple sentence (“Jaws”:
Shark terrifies beach community) then the problem is probably the movie
not you. How is a corporation any
Hemingway’s prose was brilliant in its simplicity,
and he was pretty good. He didn’t
need to use fancy expressions to get his point across. He didn’t need to say “My father’s
brother’s son,” when he could simply say, “My cousin.”
Too many corporations talk about being innovators and
being cutting-edge, but it’s companies like Apple and Google, with a simple
approach to business and the art of communication, that understand that the key to success is the ability to