What startups can learn from Google about the simplicity (and complexity) of their communication …
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Transcript
Google’s search engine is incredibly complex inside but
Speaker:incredibly simple on the surface.
Speaker:Basically, a search bar and that's it.
Speaker:Many startups take a different approach.
Speaker:Rather than hide complexity, they surface it.
Speaker:They want us to appreciate the complexity, to see the brilliance of their solution.
Speaker:They want us to be as obsessed about the nitty-gritty deep down
Speaker:dirty parts as they themselves are.
Speaker:They want us to get it, to get their brilliance.
Speaker:Google understood that that's not what we want.
Speaker:We want our struggle solved.
Speaker:We are happy to trust you in being the expert so that we don't have to.
Speaker:We don't want to become an expert in your field because we have our own
Speaker:passion that we are the expert in.
Speaker:We just want a solution, the simpler, the better.
Speaker:The irony is that that's what we recognize as being brilliant.
Speaker:The simpler you make it, the less we have to deal with the complexity,
Speaker:the more we appreciate it.
Speaker:And by the way, that's why the “I'm feeling lucky” button is
Speaker:still present on Google's homepage.
Speaker:So, how can you make it simpler on the surface?