• Google — Simple and fast
• Amazon — “One-Click” simple
• Staples — “That was easy.”
• Apple — “It just works.” “Macintosh. It Does More. It Costs Less. It’s that Simple.”
• Dell Computers — “Easy as Dell”
• Toyota — “Best built cars in the world”
• Campbell’s Soup — “Reach for the Campbell’s, it’s right on your shelf.”
• Duncan Hines Cake Mix and other easy-to-prepare mixes
• Timex Watches — “Ridiculously easy to use” (Timex with I-Control)
• McDonalds — 9? Billion Sold
• GEICO — “So easy a caveman can do it”
• FedEx — “When it absolutely, positively, has to be there overnight”
• Bounty — “The Quicker Picker-upper”
• Visa — “It’s everywhere you want to be”
• Nike — “Just do it”
• Club Med — “The Antidote for Civilization” (all-inclusive, easy, simple)
• NY Times — “All the news that’s fit to print”
• WINS Radio, NY — “You give us 20 minutes, we’ll give you the world”
• Shell Oil — “You can be sure of Shell”
• Yellow Pages — “Let your fingers do the walking”
• AT&T — “Reach out and touch someone”
• Blogger — “Push Button Publishing”
• Philips — “Sense and Simplicity”

Whole categories are based upon companies that make it easier for the customer to try, buy, use, learn:

• Supermarkets
• Fast Food
• Social Networking
• Internet Commerce
• e-books
• email
• ATMS

Feel free to add others below. Remember, we’re not talking only about ease-of-use or ease-of-purchase. We’re talking about ease-of-deciding, i.e. decision friendliness.

Remember: The Decision Friendliest Product Wins

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