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“People will always respond better to a single idea expressed clearly. They tune out when Complexity begins to speak instead.”
— Ken Segall
When Steve Jobs met with the advertising experts at Chiat/Day to develop an ad for the new iMac, they asked him to pick a single new feature to highlight to consumers.
He couldn’t, insisting instead that a 30-second TV ad was long enough to include the four or five features he thought everyone needed to know about.
The agency executives argued that no one can remember four or five things, and urged him to choose a favorite.
When Jobs refused,…
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