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Persuasive Simplicity, Persuasive Commerce


In a complex world, simplicity wins.
In a human world, purpose sets us apart.
In a complex and human world, we need persuasive simplicity to survive.
Persuasive simplicity is putting simplicity in the path of motivation. It is simplicity with purpose.
The Perfect Machine
Today we are entrenched in a performance-marketing race. We want to make commerce as efficient as possible.
We want to build the perfect commerce machine—one that knows what we like, hate, love, and need.
A precise machine that doesn't spoil us with too many choices. 
A nimble machine that delivers goods in hours, not days or weeks.
A frictionless machine where we can order in one click, one button, one voice order, anytime, anywhere.
A cost-effective machine that guarantees the best price.
This machine sounds a lot like Amazon.com, jet.com, hotel.com, Trulia.com and kayak.com.
The Human World
We also live in a human world. We want to be part of something bigger than ourselves.
We want a human machine built for the irrationalities of the human mind.
A machine that helps us fit in our community by providing us the latest trends.
A machine that surprises and delights us.
A machine built around human errors and imperfections.
A machine with a purpose to create a better tomorrow.
A socially responsible machine. 
A machine with a human face to warm our hearts and enlighten our souls.
This machine sounds a lot like Patagonia, Honest Tea, and Toms Shoes.
Persuasive Simplicity
Until now, commerce has lived separately, each in its own world. We have simple commerce or commerce with purpose.
As the web becomes personal, the practical and emotional worlds have a converged.
We want to shop simple, but we also want to feel good about it.
A new battlefield has emerged, persuasive simplicity.
Brands like Nike, Starbucks, and Warby Parker are good examples. They inspire us, but we still can shop simple.

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