There's a big different between coming up with a simple solution and over-simplifying a problem, says Luis Gallardo, Deloitte's managing director for global brand and marketing. Overly reductive approaches lead marketers to miss both challenges and opportunities, so it's important to focus on intelligibility rather than simplicity for its own sake. "I don't think it's about making complex things simple, I think it's about making things understandable," Gallardo argues.

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