This week’s tweet from advertising luminary Lee Clow (@leeclowsbeard) reminded and re enforced my personal belief about people: They’re smart. Clow’s tweet simply stated: The dumbest consumer can easily outwit the smartest brand manager. Or creative director. Sigh.
I’ve decided that I’m a champion for people. I believe that the people who are all around me are smarter than the average person — which is statistically impossible but I like it. I can’t count the number of times I’ve debated with clients regarding the intelligence of their customers. Often times they are customers who are well educated and successful.
I think what Clow is saying is that the game is more difficult than it appears. We have to work hard at appealing to the consumer using honesty and simplicity. No proverbial wool is going to be pulled over the eyes of the consumer. And, “simplicity” isn’t another word for “dumb down”. As smart as we think we all are, it’s still our consumer who determines whether or not we get to stay in business. Pretty smart, if you ask me.
