Steven Bechtol · Founder of Informed Simplicity
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If your prospects could clearly see the impact your customers have experienced... hear the stories your team hears every week... witness the successful transformations you've watched unfold across the customer base... Would deals be easier to close?
That's the work I do.
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I'm Steven. A husband, a father, a coach, and a value translator.
For the last ten-plus years I've worked inside enterprise B2B revenue organizations, helping teams clarify and articulate the value their customers were actually buying. I loved every minute of it. But only a small slice of the time was actually spent doing the part I'm best at.
What I'm best at is getting the champion to the point where they can explain to their boss why this matters, in their own words — and what it costs them if they don't change. I’ve even learned to love coaching others into that moment as much as getting there myself. Watching it land for the first time is one of the more satisfying things I've done in my career.
That's why I decided to build Informed Simplicity. So I can spend all day doing the work I'm best at, with people who care about getting it right.
A note on where this comes from... At Rackspace and LogicMonitor I was a team of one with no playbook and no KPIs that could tell me whether I was doing a good job or a bad one. So I had to define the job in order to do the job. I've been quietly codifying that work for years... what I now call the value translation maturity curve, value-led approach (VLA), and the scaffolding underneath it.
Here's what I've learned from working with CROs, VPs of Sales, and revenue leaders at complex B2B companies: most teams don't actually have a value-translation problem they can name. They have training they've already paid for, methodology they've already chosen, a talented sales force slowly ramping, and tools they've already deployed. I'm not replacing any of that. I'm the layer that makes it stick.
Before I did this for people like you, I did it for people like Zscaler, LogicMonitor, and Rackspace.
I borrowed it from 101 Things I Learned in Architecture School. Matthew Frederick defines informed simplicity as “an ability to discern or create clarifying patterns within complex mixtures.”
Architecture had a word for the work. I’ve simply applied it to revenue.
The philosophy: Creating clarity → builds confidence → drives action
There's no wrong time. What shifts is the mode.