Simplicity first
Here's why it’s the most underrated growth lever in your GTM
I was reviewing a B2B SaaS homepage last week and sent it to a colleague to get a second opinion.
His reaction was: “Wait… what do they actually do?”
It was a wake-up call.
Because if someone experienced in the space doesn’t get it, your buyers probably won’t either. And if they don’t understand, they won’t buy.
Yes, simplicity isn’t just nice to have. It’s one of the biggest levers you have to make your GTM actually work.
Simplicity = Growth
Think back to the early 2000s. This one’s always been one of my favorite examples:
On paper, both of these devices were MP3 players.
But one said: "256 MBs of storage"
And the other: "1,000 songs. In your pocket."
Same product category. Very different outcome.
Why? Because Apple didn’t just build a great product, they made it simple to understand.
“1,000 songs in your pocket” was clear, concise, and meaningful to their audience, and it worked: they captured 73.7% of the market.
It wasn’t just clever copy. It was strategic simplicity. Apple knew what mattered most and stripped away everything else.
No specs. No jargon. Just a promise anyone could grasp.
That’s the kind of simplicity your GTM needs.
Are you making it simple enough?
Simplicity isn’t something you claim. It’s something you design, intentionally.
Most of you could be growing faster if you just got clearer. So, just ask yourself:
Are you crystal clear on who you're targeting — ICP & buyer personas?
Do you understand what your buyers are really trying to get done?
Do you know what buyers were doing before you, and what triggers them to switch?
Can you clearly explain how you save customers time, money, or frustration?
Does your messaging convey one clear, compelling idea?
Can your sales team explain the value in a single sentence?
Do you clearly understand what makes you different from competitors?
Is your product intuitive and easy to use?
Is your onboarding process designed for fast, frictionless adoption?
Yes, they tie directly back to your GTM foundation.
And in my experience, most B2B companies don’t pass this test. It shows up as the wrong GTM, confused buyers, wasted execution & budget, and slower growth.
Not sure how to get those answers?
A good place to start is by listening — to your customers, your sales team, and where your message or process is getting in the way. Because you can’t simplify what you don’t understand.
It’s not about doing less
Simplicity often gets mistaken for minimalism.
But in GTM, the real power of simplicity is focus — on the right buyers, the right message, and the right moves (which means having clear answers to the questions above).
I really like how Steve Jobs put it:
“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."
And he’s right. Simplicity takes work and it means making hard choices.
But the results speak for themselves. Just look at some of the fastest-growing B2B brands:
Stripe made online payments radically simple for developers, turning a weeks-long integration into a few lines of code.
HubSpot cut through marketing complexity by championing inbound marketing and providing clear, actionable resources.
Slack positioned itself as the go-to for team communication with frictionless onboarding and clear messaging.
Here’s the thing:
When your GTM and execution are simple, your buyers will also feel it.
They get what you do faster. They trust you sooner. And they move forward with less hesitation. Because clarity builds trust and confidence, and in B2B, that’s what wins deals.
So no, it’s not about doing less. It’s about doing what matters — simply, clearly, and consistently.
Between the lines
I know I already mentioned Apple, but I keep coming back to them because they didn’t just talk about simplicity, they lived it.
When Steve Jobs came back in ’97, Apple had too many products and no clear focus. So he drew a simple 2x2 matrix:
Four boxes. That was the whole roadmap. Everything else was cut.
That one move gave Apple clarity across GTM — product, marketing, sales & CS.
The result? Apple’s turnaround and explosive growth began here.
And that’s why simplicity matters, because it turns confusion into clarity, and clarity into growth.
Thanks for reading & see you next Saturday!
Alon
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