So you have a great new idea to solve a problem and you’re ready to embark on your quest to bring it to the world. The question is – Will you be able to figure out a way to form your solution into a product that is simple?

Why? Well, the next time you’re walking up and down the aisles of any major retailer, compare the number of simple products vs. complex products lining the store shelves. It’s a good bet that “simple” will win out, hands down.

In my opinion, simple is genius. Anyone can make things complex; the hard work goes into figuring out a way to make something simple. It’s well worth the effort. For starters, simple is usually easier to manufacture. That translates into lower cost for the manufacturer, which means a lower cost for the consumer.

What’s that you say? You don’t understand the basics of design, manufacturing processes, raw materials and engineering? Well, if you’re trying to go it on your own, you’d better learn, because your solution will be limited by your knowledge.

Second, simple is easier to communicate to individuals who have never seen your creation before. In other words, the product can be graphically shown on a package so people ‘get it’ right away. Simple also means that once they buy it, they understand how it works and can use it without getting frustrated.

The list goes on and on. Simple translates into a product that is easier for retail outlets to merchandise and display. A simple product is also very hard to duplicate – the competition has no choice but to produce a more complex product. And the more parts there are in a product, the more opportunity for failure.

There is no clearer example of this than when we came up with a solution for a company’s failed product that stores plastic grocery bags. We revamped the BagStor with a simplified design that benefited the manufacturer, as well as the consumer.

By eliminating the back of the unit (so whatever it is mounted to serves as the backing), we drastically reduced the amount of plastic required, as well as costly time in the injection molding machine. We also incorporated wide draft angles, which further lowered the molding time and eliminated the need for pins to knock the part out of the mold.

In addition, we made the product more user-friendly by creating a wide top and a large, funnel-shaped mouth in front. That good engineering also made the product aesthetically pleasing. In addition, we put an inner lip around the opening to create just enough friction to hold the bags securely in place.

We ended up with a simple product that is injection molded quickly, works beautifully and is low-cost enough that everyone can afford one. The company is making a profit and, if the competition tries to get one on the market, they have to do something that’s more complex – and more costly.

We turned the company’s failed product into a better product at a better price that is on many more store shelves. In turn, we make royalties that are representative of our hard work.

This is why simple is genius; somebody with all the knowledge looked at all the possibilities and pieced the puzzle together in a way that it is simple for all of us to use.

It’s a win-win for everyone – except the competition!

There I was, on the phone with an executive at Victorinox, the Swiss Army Knife company known around the world. The two of us were discussing a new product we developed for them in the hope they would add it to their line – the Swiss Army Whistle Knife.

I was confident of the uniqueness and utility of our product, but also a little nervous because our success hinged on that conversation. The executive was holding the whistle knife in his hands, and he seemed impressed that it fit perfectly with their line.

I could almost taste the champagne in the glass I expected to raise later that evening in a celebratory toast. Then, the negative questions and comments started to come.
“That whistle will hold germs in it,” the executive said. Then, he dropped another bombshell: “They (the family in Switzerland, according to him) have some concerns over the cleanliness factor.”

But I was ready for the challenge. A little incredulous, I told him the concerns about cleanliness didn’t make any sense. I reminded him that a toothpick, nail clippers and other assorted potentially unhygienic items were included on their survival knives!

I also pushed the negativity onto a third party, asking, “What do they mean?” That tactic helped him save face and prevented his ego from getting in the way. Then, I used language that united us as a team trying to overcome a shared challenge – that of the Chinese dumping “knock-off” imitation Swiss Army knives on the market..

“We need something unique to combat this problem,” I told him.

In so doing, I was “unifying my troops” and assuming we were together in our common mission right from the start. If they chose to back out of the concept, they would be allowing a weakness to remain in their company.

The executive saw the logic of my argument, and the Swiss Army Whistle Knife was born. Ten years later, it is still a successful product – all because I was able to communicate why I believe in it.

It is your ability to communicate that empowers your products. It’s vitally important that you identify and communicate – verbally, visually and in writing – what must be expressed to get others on board with what you’re trying to accomplish.

Why? Because you’re never going to get anything done in the world by yourself.

Whether you’re running an election campaign with thousands of volunteers, or presenting a new product to some executives at a corporation in the hope that they buy your technology – the life and death of your mission relies on your ability to communicate.

If a conversation with a corporate executive takes a downward turn and they start to give reasons why they don’t want to move forward with your product, you can be glad – that’s your first buying sign! Now, the challenge is back in your court to communicate why you believe in your product. It lives or dies on this moment.

If you’re not a good communicator, you should recognize that before you walk into a room and try to convince strong-minded people to get on board with you.

Here are some tips to keep in mind.

• You must be the expert in the room and know that you are, while keeping your ego in check
• You need to project a future they can see and believe in.
• You must back your talk with real world experience; in our case, working product samples.
• If challenged, you need to be prepared to communicate in a manner where you get your point across, without burning any bridges.

Remember -Your mission is to unite, excite and empower others to go where they haven’t gone before, be a part of something new and taste victory – and maybe a little champagne, as well!