The Overlooked Power of Simplicity in Business
Southwest Airlines is by far the most successful commercial airline in US history. But Southwest’s beginnings can be traced back to this simple napkin drawing:
Southwest Airline's original business model
Legend has it that in 1967, after shuttering Wild Goose Airlines, Rollin King turned to his attorney, Herb Kelleher at a San Antonio bar and said “I have an idea for another airline; one that connects just the main metro areas of Texas." King articulated his idea by drawing three dots on a napkin to represent Texas’s largest cities - Dallas, Houston, and San Antonio. King then connected the dots with three lines to form a simple triangle. This was a revolutionary idea for the time, compared with the ‘hub and spoke’ model which still dominates the commercial airline industry. As Southwest grew to become the largest domestic airline in the US, it has adhered consistently to this simplistic napkin drawing of its strategy – point-to-point frequent departures.
But why do leaders rarely apply such simplicity to their own business?
Why leaders overcomplicate things
Lack of time – the popular saying “I would have written you a shorter letter if I had more time” captures well one of the underlying reasons leaders don’t simplify. Being unwilling or unable to spend the time necessary to simplify their ideas.
Belief that simple is inferior – part of the definition of simple according to the Merriam-Webster dictionary is “lacking in knowledge or expertise”. This belief unhelpfully reinforces the idea that complexity is good and simplicity is bad.
Not confident in their underlying ideas – complexity hides thinking that is not coherent and aligned.
Confuse clarity & certainty – one doesn’t need to be certain about a topic to be clear as certainty about the future is an unrealistic standard. Aim for a concise and simple articulation of what can be known.
Shun accountability – for themselves and others. Expectations that are described in a complex manner are difficult to understand and hold people accountable against.
Why leaders should simplify everything in their business
The human mind is drawn toward simplicity and shuns complexity.
Simple is understandable - complexity confuses.
Simple is memorable – complex is forgettable.
Mastery is demonstrated by being able to simplify.
Those confident in their positions simplify their ideas into bite size pieces; those not confident in their positions often try to mask their lack of confidence through complex articulation.
"That's been one of my mantras - focus and simplicity. Simple can be harder than complex: You have to work hard to get your thinking clean to make it simple. But it's worth it in the end because once you get there, you can move mountains."
—Steve Jobs
So What?
Have you unintentionally over-complicated your company so as to not get what you want from your business?
About The Author
Tom Barrett is a Leadership Team Coach based in Nashville, and is a Certified Scaling Up Coach™, Certified Pinnacle Business Guide, & former Certified EOS Implementer™. He helps his clients build scalable businesses by clarifying their vision, simplifying their strategy and achieving their goals one quarter at a time.