How easy do we really need things to be?

I was reading a software review wherein the user complained that while the tool made complex selections easy, it didn’t make easy selections, such as the square edges of a building, easier. How easy do we really need things to be?

If people could buy a button to push that would instantly create the perfect relationship, would they buy it? Sure they would, but it doesn’t exist.

If engineers could merely think of the bridge they need to build, and have it instantly rendered for them, would they buy that tech? Of course! But it doesn’t exist.

If doctors could cure anything that ails us by pushing a button, surely they would pay billions for that invention. But it doesn’t exist.

We can create just about anything we can dream, but the human element that makes creation and connection occur cannot be literally replaced. Of course, we can create fables and tales, promises and visions, but the connection factor between two interconnected needs manifests action and magic.

We learn from the work, not from the easy, one-click button-pushing.

This is why specialists exist. Need a photo expertly edited? There are people who do that. Software can help you do some types of photo editing fairly quickly, but it isn’t instant, and it can’t do everything. While software marketing promises an elusive version of reality wherein for a few hundred dollars everyone can instantly be master photo editors, the truth is, one-click editing is not as precise as one human taking the time to do it right.

Surely, if your need is genuine and worthy, the price of the specialist is worth every penny.

We connect and benefit and grow from defining needs and working together to solve them.

Easy paths are certainly desirable, but easy, effortless solutions aren’t worth much.

Kelly Hobkirk - teaching marketers how to harness strategy, goals, reality, and purpose to connect and do better work.


Kelly Hobkirk has been helping companies succeed in creative ways for nearly 25 years. His work has been featured in Time Magazine, and books by Rockport and Rotovision. Get exclusive articles when you sign up for his monthly newsletter.

Thank you! This is going to feel good.

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