KISS

This goes without saying, but pictured above you'll find the schematic for the AA8V Twinplex Regenerative Receiver.

I have to say that of all the Regenerative Receivers, the AA8V Twinplex is my favorite. Not only for its elegant antenna coupling but also its magnificent regenerative powers which far outperform any of its Twinplex predecessors.

Not coincidentally, the schematic for the AA8V is remarkably similar to the marketing plan of almost any product or service found on the brick and mortars shelves of our now-dieing malls or on the pages of our soon-to-be government-regulated interwebs.

Swap out the 10-140 pf bandset break for "Communications Strategy" and replace the detour for Headset with a well-placed pyramid for "Purchasing Funnel", add some pretty colors and some meaningless references to "Psychographic Demo Optimization" and "Brand Loyalty and Engagement" and you've diagrammed yourself an MBA-worthy 2019 Marketing Plan.

With a few minor additions like SnapChat and a snazzy Instagram Scavenger Hunt and you've got the legitimate blueprint for a viral sensation.

It looks like a mess.

Because it is.

This obsession to overcomplicate is not just found in our Post-It Note-festooned planning conference rooms. It has found its way into our thick and obtuse executions.

Every day I see spots on the air with convoluted storylines, addy motifs and indecipherable logic.

Mind you, I'm 44 years old, meaning I've been in the business for an eternity. If I'm scratching my oversized hairless head wondering what I have just seen, imagine how those less savvy and unfamiliar with the AA8V Twinplex Regenerative Receiver might be.

A wise man, or a wise woman, once said that if you want to effectively communicate with the American consumer you have to abide by K.I.S.S. -- Keep It Simple Stupid.

Precedent Shitgibbon understands that.

American marketers, not so much.