I could spend all day talking about KISS. But I'm not talking about the 70's rock spectacle featuring Gene Simmons tongue. I'm referring to the phrase I first learned from my high school drama teacher...
Keep It Simple Stupid!
I have somewhere between 5 to 10 good ideas a day. When I say "ideas" I'm referring to business ideas and not the random thoughts that we all have every day. Anyway, these ideas usually revolve around my start-up TXT Circle.
TXT Circle has a simple goal, provide our members with valuable content to their mobile phone while respecting their right not to be bothered. The best way to do this is to deliver basic text based communications that are relevant to the member and deliver them at the time the member requested. However, as mentioned above I have a lot of ideas and this sometimes takes me in directions that are not so simple. For example, I have spent a massive amount of time dreaming up new ways for TXT Circle to communicate with its members. Some of these ideas involve things like software clients for mobile phones, flash ads, and java applets. They are all sexy and more complicated ways to do the same thing the text messages will do. In this case, I don't think that dressing up our content in a fancy package will make it more valuable or more effective.
Other firms in the mobile marketing industry have taken a more complicated approach and it may be the cause of their downfall because once the novelty wears off the effectiveness of their content will suffer. I believe this to be a great competitive advantage for us moving forward.
Remember "more complicated" does not mean "more effective". Keep it simple stupid!
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