The Assembly 2025
A One North Event
May 14-16, 2025
sea-spray
Erik Akers says that we're often fooled into thinking the more complex a solution is, the better it is. He explores how, when done correctly, a balance of simplicity and complexity can lead to more meaningful customer experiences.
Key Ideas
Start with the Problem
Too often, teams start building solutions before they’ve clearly defined the problem. Over-engineering and premature optimization can lead to systems that are technically impressive — but strategically misaligned.
Simplicity is a Strategic Choice
Complexity isn’t always necessary. When systems become entangled or overloaded, clarity suffers. Simpler architectures, rooted in what users and businesses truly need, are easier to scale and evolve.
Bridge the Gaps
Marketing and engineering often bring different priorities to the table. Cross-departmental alignment helps connect personalization goals, platform capabilities, and development realities into a shared, actionable roadmap.