Simple Is Sticky

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Which Would You Trust?

You’re about to enter a contract with a new partner. The partner suggests that the contract might work one of two ways.

1. The prospective partner offers 15% of net receipts, which is defined as all product shipped out of inventory minus amortization of development, cost of samples, and marketing and fulfillment costs — including rental of warehouse space.
2. The prospective partner offers a flat 10% of retail price on every product that leaves the warehouse, except those given as samples.

The partner shows how the first will yield a higher return to you. Which do you choose?

In my experience when offering authors a publishing contract with a similar choice — a complex metric that will yield a higher return and a simple metric that will yield less — Almost all opt for the simple deal.

Simple is easy.

• It’s easy to understand.
• It’s easy to trust.
• It’s easy to judge its value.
• It’s easy to explain to others.
• It’s easy to verify that the promise is being kept.

That’s why simple is sticky. Sticky is simple.

Liz Strauss

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