Hey guys, welcome back to the game. I've got a very special episode for you. It is about simplicity.

And I can almost guarantee that anyone's listening to this can look at their lives and get something very meaningful out of it that will improve sales, marketing, product, margin, growth, all from this kind of meta-concept, which we'll break down.

I have a fun little exercise that I'm going to walk you through, but fundamentally, it's about

how to make a more profitable business and doing this from the top down from a strategy, marketing, sales, product,

delivery perspective. So this is a top down strategy shift. And I want to take you through an

exercise first and then I'll talk about it afterwards. So let's imagine that I have a marketing

campaign. And I want you to understand some of the benefits of my services and my product, right?

So I might have four different benefits that I think are really, you know, really material that I want someone to know.

Okay?

And so the problem is the vast majority of marketing looks like this.

Ready?

One, two, three.

Catch.

Well, it's very hard to catch all four at the same time.

But if I just said, hey, real quick, I want you to understand something.

Catch, you'd probably be able to catch that.

And so it's a great visual analogy for the value of a simple message.

And so Ken Siegel, who wrote the book Insanely Simple, talks about this when he was

in his meetings with Steve Jobs, and that was an exercise that he took the marketing team through.

Whenever they'd want to start saying multiple points, he knew that it would eventually devolve

into every single thing under the sun that we could possibly say about this thing, which meant

that we hadn't done enough strategic thinking around what is the one thing that matters most. And so the saying

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