It's Not Theoretical Physics

I was recently at a lecture when the speaker brought up an Albert Einstein quote that was, not surpisingly, brilliant:

"Everything should be made as simple as possible, but not simpler.”

Einstein, in his quest to understand the universe, called not to include more, but to simplify.

As marketers, we should take the same approach to describing our products. As audience attention spans are getting shorter and shorter, we have to communicate the most with the shortest message. Even if a product is not simple, striving to present the simplest version is the framework for the most compelling message.