The Story of Obvious Adams
Or why didn’t I think of that?
Here’s a narration of the book if you prefer to listen to it.
I came across this book by Robert R. Updegraff (1889-1977) in one of Rory Sutherland’s speeches. Rory Sutherland, Vice Chairman of Oglivy UK, is one of the most interesting marketing figures I have ever come across. In one of his lectures, he mentioned he was given this book Obvious Adams when he was a junior adman in Oglivy, if I recall correctly.
Seeing that this was one of the most influential books of his career, I had to get my hands on it.
The book is more like a very long article. Just over 4000 words, you can read it in less than an hour. It is now in the public domain. The lessons, however, are priceless.
Priceless to me because, like so many, I overcomplicate things. I have a natural tendency to look for solutions that become increasingly complex over time until it overwhelms me and I have to start all over.
I overthink. And it’s a bloody curse.
So this simple (and obvious) book is like a roadmap for me. To be honest, at my age, simplicity should be the obvious path in many things I do.
In this article, I would like to share some insights that I found valuable.
I have also attached a link at the end of the article so you can read the book for free.
The Core Lesson: The Power of the Obvious
My immediate take on the book is that often, the best answers are the one staring right at us. The key message in Obvious Adams is about the power of simplicity, or what the author refers to as the obvious.
So why do we mostly ignore or resist obvious solutions?
Complexity Bias
This is the tendency to assume that complicated solutions are inherently better than simple ones.
We associate complexity with intelligence, expertise, and sophistication. Think of consultants. Many times, their fees correspond with the complexity of their recommendations, and usually backed by their extensive credentials.
Consultants and experts also feel the need to justify their worth by coming up with complex ideas rather than straightforward solutions that might be seen as too easy or unchallenging.
This bias can lead to inefficiency and confusion, because complex solutions often introduce unnecessary layers of…complexity.
In this book, the first example was the protagonist, Hunter, working on a campaign to help a client move a new line of winter coats. The client wanted something flashy and unique to stand out from the competition.
Hunter tried the “obvious” method by asking what was the most obvious thing about winter coats?
People buy them to stay warm.
And that depends on the material and quality.
Shoppers trust brands that are clear and straightforward.
So he came up with a simple campaign slogan that focused on just that:
“The Warmest Coats for the Coldest Days.”
In the book, sales for winter coats soared.
There are many examples of such campaigns over the years. “Got Milk?” comes to mind. Volkswagen’s “Lemon.” is another. And I remember reading that the publisher of Rolling Stones Magazine described the success of their “Perception/Reality” campaign “as if someone came into the office and dumped a wheelbarrow of cash on the floor.”
I would not go into these, but I wanted to explore how obvious solutions might be used for everyday decisions.
Adams’s Principles of the Obvious
The obvious is what is needed.
Start by asking, “What is the real need here?” Forget gimmicks and frills—focus on the core of the problem.
The obvious is simple.
If an idea feels complicated or requires a lot of explanation, it’s probably not the right one. The best ideas can be grasped instantly.
The obvious is practical.
It’s not about what’s clever or flashy—it’s about what works.
The obvious is often overlooked.
Most people are too focused on what’s unusual or creative. They miss the power of the obvious solution.
“Obvious” Solutions to Everyday Problems
Although Obvious Adams is a business book, I think that as a philosophy; it applies in every aspect of our daily lives. So why is it so hard to do the obvious? If it is right before our eyes, “Why didn’t I think of that?”
I think because it feels risky. We often fear being ridiculed for being too simplistic, that unless we put in commensurate effort, how can we fix a big problem with an obviously simple solution? How can we justify our “fees?” Complexity gives the illusion of sophistication.
In life and work, success doesn’t come from doing more—it comes from doing what matters. The clearest path is often the right one, even if it isn’t fancy.
Improving Health and Wellness
This is one of the major concerns I have since turning 50. Having had “hereditary issues” since I was young, I struggled to keep fit and healthy. I have tried medication (expensive), signing up for gym membership (also expensive), going on complicated and unsustainable trendy diets (inconvenient), and even considered Sound Healing, Forest Bathing, and Fibonacci Geometric Workouts.
What’s the obvious solution?
Eat well and moderately. Exercise.
Organising the Household
I haven’t quite got this one under control, but I am working on it. Like everyone, we accumulate stuff. All these used to be “money and time.” We constantly struggle to find more space for stuff. I have even considered “self storage” where I pay hundreds of dollars a month to store stuff. Did you know there’s also Digital Decluttering Apps, Colour-Coding Systems, and Vertical Space Utilisation Methods?
What’s the obvious solution?
Throw/Give stuff away and stop buying more stuff.
Time Management
Finally, time. This is the most crucial resource that we must all learn to manage. We have limited time, regardless. We always put important things off, and not being able to achieve the success that we want. We blame it on our lack of discipline. We distract ourselves with the latest time-management techniques like The two-Minute Rule, the 52/17 Method, the Eisenhower Matrix, or Timeboxing.
What’s the obvious solution?
I think you should be able to figure this one out.
The Five Tests of Obviousness
In the 1953 edition of Obvious Adams, Robert R. Updegraff introduced the Five Tests of Obviousness to provide readers with practical guidelines for identifying obvious solutions.
When considering solutions to a problem, ask yourself:
Is it the simplest solution?
Does it solve the fundamental problem?
Can it be explained in a sentence?
Would an ordinary person immediately understand it?
Would you say, “Why didn’t I think of that?”
The answer to these questions should throw some light on the obvious solution.
Is the obvious always simple?
Not necessarily. In Obvious Adams, an obvious solution is one that makes sense because it addresses the key problem. However, this solution might not always be simple.
“Everything should be made as simple as possible,
but not simpler.” — Albert Einstein
When Obvious is Not Simple
Consider climate change. The obvious solution would be to transition to renewable energy and reduce carbon emissions.
But implementing this is far from simple. It involves navigating different political interests, economic realities, and social challenges. Throw in the wildcard of climate activists and everything potentially becomes an enormous mess, making the process extremely complicated.
Here, the direction is obvious, but the steps involved require large-scale engagement and coordination.
When Simple is Not Obvious
Then, a solution may be simple but not immediately obvious. For example, someone struggling with chronic stress might find that a simple solution like daily meditation helps significantly.
However, the connection between stress relief and sitting quietly for 15 minutes may not be obvious to everyone until they experience it themselves. Sometimes, it takes exposure to recognise the simplicity of the solution.
Finding Balance
The key is that simplicity and obviousness are both valuable, but they serve different purposes. Obviousness speaks to the clarity of direction: What should be done, while simplicity refers to the ease of execution: How it should be done.
The challenge is to find solutions that are both obvious and simple where possible, but recognise when a solution might be obvious yet require complex implementation.
Sometimes, there’s no easy way out.
Doing the obvious - A general approach
What makes Obvious Adams timeless is its applicability beyond business and advertising. The principles of recognising and acting on the obvious can apply to many areas of life, offering guidance through some of our biggest challenges.
The power of the obvious lies in its ability to cut through the noise and focus on what truly matters. It is not always an instant fix or a miracle cure, but it provides a clear starting point—an actionable step that moves us toward a solution.
This straightforward approach allows us to bypass unnecessary complexity and take action on what is clear, direct, and effective.
Read Obvious Adams: The Story of a Successful Businessman here.
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