Complexity can be faced by you or your customer and that decision is up to you.
The best businesses eat their customers complexity. The worst businesses avoid the complexity and hand it to their customers.
The iPhone is so simple and intuitive that a child can pick it up and start using it without any instructions or training. To make the experience simple for customers, Apple's engineers had to deal with unfathomable complexity to make it that way.
Most entrepreneurs don't understand this simple rule -- they can only see things through their selfish eyes and they see the customer as a kind of enemy who should front the pain.
These businesses never last. You never want to make this fatal mistake.
In today's video I explain how to eat your customers complexity so that you can provide more value and beat your competitors at a game they don't even know exists.
Check it out and let me know what you think in the comments below?
Here's what we cover:
1. Why complexity is unavoidable and somebody has to bite the bullet (your customer or you).
2. The fatal mistake most entrepreneurs make when it comes to complexity, pain and hard work.
3. How Steve Jobs made the iPhone so easy to use that children could pick it up and figure it out without training or instructions.
4. The mind blowing story of how Jeff Bezos created the first Kindle and moved heaven and earth to make customers lives easier.
5. Immediate action steps you can take today so that you can make things easier for your customers and provide more value.
Resources mentioned in the video:
Consulting Accelerator -- This is a 6-week training program that shows you how to start your own wildly profitable 6-figure consulting business and get your first high value clients in just 42-days. To learn more about Consulting Accelerator -- Click here for FREE training.
Check out the video and let me know what you think in the comments below?
Hey what's going on everyone. It's Sam Ovens here, and today I wanted to make a video on eating your customer's complexity. It might sound a little bit weird, but the point that I want to make today, is that when it comes to creating products, and creating services, and really just being in business and helping your customer. There's really just two sides of it. One is like either your customer has to deal with it, or you have to deal with it. What I'm talking about is complexity and pain. Really when you use any product, or any service in the world, it doesn't matter what it is, either the customer is going to have to go through some pain, and some complexity, or the business, you are going to have to eat some of that pain, and complexity.
A perfect example of this is the iPhone. When Steve Jobs first created the iPhone. He basically made it, so that the interface was so, so, so simple. It was a phone. It as a map. It could access the internet. It could do email. It could be an iPod. It could do everything, but it was so simple that even a child could use it without any sort of training. Now that's really simple, and really nice, and effortless for the customer, but on the other side of that is insane, and fathomable complexity, and paint that all of the Apple engineers had to go through.
This thing exists everywhere. There is no way to make something super easy for the customer, and super painless for the customer, and also have it really painless for you, and your business, and your team. Usually this thing it's like a universal law. If you want to make it easy for your customers, it's going to be harder for you, and if you want to make it easier for you, it's going to be harder for your customers. This is a really good rule to remember, because I see people in business mess this thing up all the time. They come to a decision, and they think well damn this is a lot of work for me, and I don't want to do all of this work. I don't want to do this complex thing.
Instead I'm not going to do it, and I'll just make the customers deal with it. Let me give you a specific example. My company consulting.com, we help people start their own consulting businesses from scratch. There's a lot of work in that process. Someone has to go through a lot of stuff in that process to be successful with it. What I noticed is, a lot of people in my industry who are teaching people how to start their own businesses. As soon as it gets to the complex, hard stuff, they just leave it out. They might tell you from a higher level up here, oh yeah you want to Facebook ads, and yeah you definitely want to do sales calls, and things like that.
Yeah you want to do this, and you want to do that. But they don't actually show you. Right, first you click here, second you click here, third you click here, and then you don't give you a Google doc with all of the tracking things built in. They don't drill down in to the detail and show you click by click, number by number, column by column exactly how to do it. They tell you from a high level, but they miss out the detail. Now these people who make these decisions, they would've thought, it's probably best for the customer if I give them the detail. They'll probably get better results. They'll probably have a higher chance of being successful, but you know what? That's hard for me, and I don't really want to spend a lot of time making all of these videos, and doing all of this stuff. There's other things I'd rather do.
What they do is they're like, "Screw it, I won't do it. I'll just hand that to the customer, and let them figure that shit out on their own." That's what everyone in my industry does. They talk from a high level, and they're like, "Da, da, da, if you want to start your own business, you do this, you do that, you do that." Sure they've told you the right thing, but there's so much missing. They're missing all of the detail. If someone wants to actually implement this thing, and be successful with it, they're going to have to get in to the detail. When the get into the detail they're going to get lost, and they're going to be confused, and then they're going to mess it up.
This is the simple decision that a lot of people have to make. Who is going to eat the complexity, and the pain here? Is it going to be me and my business, or is it going to be the customer? I can tell you that if you look back over the history of the world, the companies that have been successful over the long term. The great companies like Google, and Apple, and Facebook, and all of them. They all decide to eat the complexity themselves, and give a great user experience to their customers.
I adopted this philosophy pretty much from Apple. I learned it from Apple. I noticed that Steve Jobs, and even Jeff Basos, there's another example right? A lot of people in the eCommerce industry. It's easier to just drop ship things right? Because you don't have to stock any inventory. You don't have to actually deal with much freight, or anything like that, shipping and all of that stuff. You can just kind of have a marketing, Shopify website, sell other people's stuff, but you never actually have to have an inventory, and you have to deal with the shipping right?
They're like, "That's easiest for me." But they don't think about it from the customer's point of view. They're like, "Well my customer is going to get the stuff later. They're going to have a bad experience getting it. Most people in the eCommerce industry, they do drop shipping, and their decision is simple. Why do they do it? Well, they just want to do what's easiest for them. They don't really care about their customer. But Jeff Basos, he instead is ... He's customer obsessed, and he thought, well what I can do, so that we can make it best for the customer. He said, "Forget about me, let's make it best for the customer. Now what we need to do to do that?"
Well we need to get it shipped for free. We need to have the lowest prices, and we also need to get shipped faster, and with zero errors. Now in order to do that, that's the hardest thing ever. Now he's got to stock all of this inventory. Not only that, he has to have a delivery system, a shipping system. He has to fulfillment warehouses, machines, algorithms, and now they've got their own delivery trucks, and everything. They've got their own fleet of aircraft, and ships, just so that they can get the product to the customer as quickly, and as accurately as humanly possible.
Here's an example of someone in business who has eaten a lot of complexity. Jeff Basos he wanted ... He was so obsessed about the customer, that he thought I'm not just going to do the website. I'm not just going to have the lowest prices. I'm not just going to have the greatest selection, but I'm also going to handle the inventory, the fulfillment, and the delivery from end to end, so that I can make sure that I deliver the best possible experience for the customer. I'm not going to let them go through complexity, I'm going to handle it all myself.
By doing that was it harder for him? Hell yes. He's solved more chaos, then I've seen any other human being ever take on. In business a lot of what entrepreneurs do is they take on chaos, which is just disorder, and complexity. Then they fight it, and they fight it, and then they get structured, and ordered, and they get it working effectively. What Jeff Basos has done, is he's tackled unfathomable chaos, and turned it into a precision machine. That's why he's been so successful. That's why he's the richest man in the world at the moment. Not because he just tried to take the easy path, but because he ate complexity for his customers, so that they don't have to.
Another perfect example of this from Basis would be Amazon's one click buying system. Basos saw that with most websites people had to enter in their name, their email, their billing address, the credit card, all of this crap right. That's a lot of pain for the customer. Instead he thought well I'm going to get my engineers to build a one click system, and he did that. Instead of having to enter in a bunch of info, just one click, another example.
If you want a perfect example of this, then I encourage you to read the story about the very first Kindle. The very first one, which people will not be able to remember. Basos was so obsessed with trying to remove waste, and inefficiencies from somebody wanting to buy a book, and read a book, that he was obsessed. Because back in the day if you wanted to read a book, first of all you'd have to go to a book store, and it may, or may not be in stock there. Then if it isn't, you're kind of screwed. Then if it is you still got to go to the store, buy it, and now you've got to walk home, and then read it right?
Basos wanted to stock every book there was in the world online through Amazon, and deliver it for free at half the price of what everyone else did. That was the premise for Amazon in the first place. But then he wanted to take it a step further. He wanted to deliver these books digitally. He was actually the first person to really push this. He actually started, he founded a contractor over in China. He started to shipping hundreds of thousands of books over there, and this contractor was scanning them. Scanning them page by page, and loading them into a data base, and then they had a type of machine learning software, which had ... It had image reading software, and what it could basically do is read the text from an image, and then turn it into actual text that could be searched, and all of that.
Just to even get the content in a digital format, because none of the publishers were able to provide it in that format, and they were too stubborn to change, and actually provide it in that format. Basos, again ate that complexity himself. He paid for the bill. He grabbed all of the books, and he shipped them to a contractor. Then he had that contractor scan every page, and then create an image software, image recognition software, and convert all of those scans into editable text. He had to do that just to get the first eBooks available to even put on his Kindle.
Then when it came to his Kindle, he had to invent that whole thing from scratch. It took four years, it cost s millions, and millions of dollars, and it was such a painful experience. But that's how obsessed Basos was about eating the complexity, so that his customer wouldn't have to. Not only did he have to convert the books, but then he had to invent the whole Kindle from the ground up, and in that process they noticed that a lot of the eReaders at that time. There was some really clunky, bad eReaders that were out at that time. But he noticed that for all of them. If you wanted to download a book, you had to plug that eReader into your computer, and then basically buy the eBook, which would be like a PDF. Download, and then put it over on to your other thing.
You had to connect it through your actual computer. Then he thought, well this is not a good user experience. What if somebody isn't near a computer. What if somebody doesn't want to plug it into a computer. Then he thought well what about Wi-Fi. Back then Wi-Fi was that popular and also it was pretty hard to connect to. What it's like if you go ... A lot of people who have Wi-Fi, they don't even know what their password is, or if they do it's on the back of their modem, and it's like 50 unique characters that takes you about half an hour to enter in.
Wi-Fi was like really ... That wasn't the answer either. What he did will blow your mind. This just shows you how obsessed Basos was about removing complexity for his customer. What he did is he told his engineers, who were building the Kindle. I want you to build in mobile, cellular connectivity into the hardware of this device. They were like, "What? Why would you do that? Why don't we just connect to Wi-Fi, or why don't we allow someone to put a Sim card in to this thing?" Basos didn't want a Sim card, he didn't want any of that. He wanted it to be connected to the internet, all the time, 24/7, 365, without you even knowing that it was there, and he didn't want you to have to pay a subscription, or buy a Sim card, and keep topping that thing up, and plugging that thing in, because you know what that's like, that sucks.
Having to buy a Sim, manage another account, and all of that. That's a horrible experience. They actually baked the Sim functionality into the hardware, and it was connected from the moment it was manufactured. It never disconnected, and it was paid for for life from Amazon, so that you didn't even know that it was in there. What the first Kindle could do is you could ... As soon as you bought it, it didn't matter where you were in the world, or anywhere. You could just search for the book you wanted. It would immediately find it. You could buy it for nine dollars, and then it would just download immediately to your device, and you could start reading it.
Instead of having to go to a store, instead of having to go to Amazon. Instead of having to plug anything in to your computer, or connect to Wi-Fi, or even go buy a Sim, you didn't need to do any of that. You didn't even know that you were on the internet. It was just like invisible internet. All you had to do was just search, buy, download, bam you're reading. That just shows you the lengths that the really good entrepreneurs in this world go to to eat complexity, so that their customers don't have to.
Now there's a huge lesson that you should take away from this right now. That is think about what it is that you're doing in business. Who is your customer? What are you helping them to achieve? What's their current situation? What's their desired situation? What are the obstacles that are blocking your customers way from making that transition. Then you want to think how can I eat as much complexity, and as much pain as humanly possible, so that my customer doesn't have to? Because the more of it that you eat, the better the experience the customer will have, and the better the experience the customer has, the more customers you'll get, the more things they'll buy from you, the more everything.
A lot of people I see in this industry, they're all about well how can I look more rich, so that I can sell more people. How can I buy another car? So that I can put it on Instagram, and create some cool ads. How can do a joint venture? How can I spend more money on ads? How can I get better at writing copy? It's pretty stupid, because all of this stuff isn't customer facing. A good way to work out whether something is a good use of your time or not is it customer facing. Will my customers experience it, and think wow that's cool. If they don't, then it's kind of waste.
Sure you have to do marketing, and sales, because if you have to get some money. If you don't make some money, then your business will cease to exist. But once you've got that sorted, it's all about making it better for the customer, because at the end of the day it doesn't matter how good at marketing, or sales you are. The best man wins in business, and the best man is always the one who provides the most value to the customer. That's it. That's the real race. It's not a marketing race, it's not a sales race. It's a pure value race. Who provides the most value? That's what you want to think about.
That's kind of the philosophy that I took with consulting.com, and the training programs that I create for my customers. I think like a lot of people say this is the funnel that you should build, but then the customer is like, "Well I've got to build this thing from scratch, how do I do that? What software do I use?" I thought well how I can eat some of this complexity for my customers? What I did is I built the funnel for them, saved it as a template, and then allowed them to download it with a click. Same thing with marketing, automation campaigns, like Infusion Soft, and Active Campaign.
\You need these things. To advertise on Facebook, and to have a proper business you need thee things. A lot of customers what they would do is they'd get to these points and be like, "Oh I don't have the stuff. How do I do it? I need to talk to a lawyer." Now they're like, "How do I talk to a lawyer? What type of lawyer?" Then they don't know if they're getting ripped off by a lawyer, or not. They don't how much the should pay for this thing. Also they have ... This is taking them a lot of time. Forget the money, forget the frustration, but now we've got time. Instead I created the legals for my customers as a template with a lawyer, and now all they have to do is change these different things in there.
Now they don't have to talk to lawyers. They don't have to pay lawyers money. They don't have to worry about, or spend time doing it. They don't have to create a ... Spin up a server and put a Word Press instance on there, and then customize the word press template, none of that. They just download the website with a click, bam, up. Same with the funnel. Same with the marketing automation. Then with the sales calls, I just don't say do sales calls. I say do sales calls, then I give them the script. The script covers everything. Every single thing you could possibly need, including how to handle objections, including your tonality, and everything.
I leave no stone unturned. I tell someone what to do at a high level, and then I drill down into the minute detail, so that there's nothing left. Because in the world of creating training programs, the devil is in the details, because you can tell someone what to do, and they understand it conceptually, but doing it is another thing. Success only comes from doing it, and the only way you can do it, is when you have the detail. What I've observed is most training programs out there today, they don't have the detail. The reason why they don't have the detail, is because the person teaching it hasn't even done it. Even if they wanted to create the detail, they don't know what it is.
What I strive to do is I make sure I do everything myself first, and test it. I have to know 100% it works, and works better than any other possible thing I can think of, or anybody else is doing, and then that is what ... That is the standards that I hold, before anything gets taught to anybody, because that way I know if it doesn't work, they've messed something up. I know that it's not the actual method that I'm teaching that doesn't work. I know the method works, and if it doesn't work, that I know that it's just something wrong with execution.
But there's a lot of training programs out there where they teach methods that have never been tested, and so when the student tries it, and it doesn't work, they don't ... Who knows, is the method wrong? Probably. Is the execution wrong? Probably. But even it was right, it would still probably fail, because the method is wrong in the first place. A lot of people in business, I would say 99% of them, they don't think about their customer. They just think about themselves. What's ironic is that, if you just think about yourself in business, you end up getting nothing and failing, but if you think about your customer, and not yourself, in the long run you'll make the most money for yourself.
The best way to be selfish in business is to be selfless. That's the best way to be selfish, because the more you help your customer, the more they will help you, and that's how you win. A lot of people think business is about being selfish, and self centered, and all of that. That's a way to fail in business. The only way to really succeed in the long term, is to be selfless, and to eat all the complexity you can possibly find for your customer. Give them the best experience, and the best journey, and the best transformation, and the best results human possible, and that's how you win.
That's it for this video. I hope you enjoyed it. If you liked it, just click that like button, and also subscribe to my YouTube channel. I release one of these videos every single week, and I've got customer interviews, and other things on my YouTube channel as well. Now also leave me something in the comment section. If you liked this video, let me know what you thought, give me some feedback there, and I look forward to seeing you in the next one next week, thanks.