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Get Scrappy by Nick Westergaard

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Chapter 7

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THE SIMPLIFICATION GAME

Siegel+Gale is one of the world’s leading strategic branding and design firms. Founded in 1969 by Alan Siegel, the company helps a wide range of global clients build clear, credible, compelling brands that drive their businesses forward. Armed with the philosophy that “simple is smart,” Siegel+Gale develops brand strategies, stories, and experiences that inspire employees, motivate customers, and make their clients stand out in an increasingly complex world.

When I interviewed David B. Srere, Siegel+Gale’s co-CEO and chief strategy officer, about the value of simplicity, he explained that “When communications ...

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