Making It More Difficult

Sometimes we are sooo committed to our details, our unique operational quirks, our exactness in tag-lines and mission statements that we end up making it more difficult for people to find us, love us, and want what we are able to offer them.

This is more - much more - than UX and UI - this is a psychological battle of insecurities and ego.

Granting outsiders a way 'in' - giving the gift of access with as little resistance as possible is more than vocabulary.

The more we make them work for it - the more steps we require to take action - the more their brains will lose interest.

If we make it work, they’ll go to someone who cares about them more than they care about their own keywords.

This means even UX and UI miss the user-friendliness they're supposed to make possible - and that's unfortunate.