complexuality - its a beautiful thing

Keeping it simple (stupid) is almost axoimatic for business and marketing today. This is a pushback against the huge complexity we face as individuals dealing with systems and processes and a reminder to cut to the point.  Complexity has its place, however, under the hood. McKinsey calls this "institutional complexity" as distinct from the "individual complexity" we experience in dealing with it. The reality is, our world is complicated and as businesses develop more personalised offers, variations will only increase; more variants require more sophistication. Many successful businesses embrace this reality and develop it as a competitive edge. So long as complexity is well managed with organisational design and appropriate systems - it can deliver better, more precise services. Leave rule-based decisions to artificial intelligence and keep your precious human minds clear to interact with other human minds.