Simple vs. Easy

Most thesauruses refer to 'simple' and 'easy' as interchangeable synonyms. However, life teaches us that these two terms, while closely related, couldn't be any more different from each other. There are plenty of things that are 'simple' but not 'easy.' Losing weight is a 'simple' concept. If you take in fewer calories and increase physical activity, you'll likely lose weight. It's 'simple' but it ain't 'easy.' Save more. Read more. All simple concepts that aren't entirely easily achieved because they require effort. So is the same with marketing.

Focus on your consumer. Invest in the long term (brand, customer relationships, etc.). These, too, are 'simple' concepts but they require effort and commitment, and that isn't so 'easy.' It is here where marketers fall down, much like dieters and retirement savers. Sticking to something is difficult, so we tend to quit before the results come. The short-term is more compelling than the long-term, so we cave. Imagine going to the gym, your first day back in years, and you look at yourself in the mirror after the workout and think, "I don't see any difference. I quit." It sounds ridiculous, but this is the exact behavior that marketers exhibit. A consumer-first approach didn't work the first time out of the gate, so we abandon it and go back to our value proposition-led tactics, which ironically don't work too well either. How do we ever expect to get results if we don't stick to it? 

The idea is simple. If you want a six pack, you have to do crunches. But crunches aren't easy. If you're going to establish rich, brand relationships with your consumers, you have to put in the work. Simple, right?