What do customers want?  They want products and services that are convenient and work for their intended use. In other words, they want  “simple” solutions.  However, marketers are confusing simple solutions with simple concepts.  

Simple is defined as easily understood or done; presenting no difficulty. To the customers, it means it is easy to read and to use the intended benefits of the products and services.  Users do not have (or will not take) the time to investigate uncommon ingredients or understand difficult instructions.  Customers have distinct, customized needs that require very specialized solutions. They want products which address multiple issues effectively, not simple concepts. If they have to work hard to understand, they are less likely to try or consistently use the product or services. Simple concepts will not satisfy the consumer’s evolving, complex solutions requirements.

Customers want simple products with multiple complex benefits?  Yes.  That’s exactly what they want. Marketers are struggling with the idea of complex simplicity. What’s a marketer to do?  Time to up the innovation quotient.