Steve Jobs thrived at balancing the complexity that drives powerful computational systems with the simplicity required for utility. “Simple can be harder than complex,” Jobs said. “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.”
For retailers, mountains are marketing stacks. Even in small organizations, a stack’s silos of specialization can’t help but make tactical advances at the expense of strategic insight. As retail organizations scale and spread across channels, atomization scales too.