The SNAP Principle

Thanks to Adage.com and Pete Blackshaw theres a timely reminder about what really works. Pete is talking about his iPhone, but I suspect the idea he has expressed could be applied to what we all do in communication. Consider:

· “Simple: Complexity is our enemy. We yearn for convenience. Our brains can only store so many instructions. Secretly, we’re all in search of one-click (or one-touch) simplicity and convenience.

· Now: Instant gratification is a hallmark of the digital age, and mobile devices take this to impressive levels. The irresistible lure of content creation and production puts the “now” factor in unique context.

· Accessible: Our devices follow us everywhere and, combined with the simplicity principle, we’re entering a brave world of consumer-controlled surveillance and friction-free feedback. We’re empowered to record and narrate everything around us and that has massive implications for product exposure, brand transparency and our ability to exercise our “power dad” instinct at kid parties.

· Practical: We don’t need every feature. We need timely solutions and answers. “Apps,” in particular, are like digital machetes that cut through 90% of the waste we typically see on web sites to focus on what’s most needed and what’s of most service to consumers. Practical, because we really need to get things done.”

Isn’t this what we are about? To apply this to all of what we do? Our advertsing would be better for it.

Geoff Holt