103 - Sometimes It’s Not About the Steak OR the Sizzle (It’s the Simplicity)

People pay a premium for convenience. We know this by simply looking at the convenience store where every item besides lottery tickets is priced at a premium to your average grocery store. Yet, why do customers shop there? Because it’s convenient.  Staples advertised the “easy button” because ease and simplification (versus touting the quality of their paper clips) appealed to their small biz person core customer. We’ve been told to "sell the sizzle not the steak." But oftentimes when you get to the real meat of the matter, it's simplicity that our customers want.