We all want things to be easier. That’s why the concept of the easy button is so powerful. It’s a shorthand for frictionless progress — the feeling of skipping the line, avoiding hassle, or getting straight to the good stuff.
Some see lobbying as an easy button to their golden outcome. It can be—but it’s rarely that simple.
I’m borrowing the metaphor from the big red Easy button at Staples — a cheeky icon that promises simplicity at the press of a finger.
But even at Staples, easy doesn’t mean free. It usually comes with a marginal cost— whether in time, money, or planning. But using it can generate superior outcomes.
Think about some analogies:
- Premium or valet parking that saves you from circling the lot
- First-class travel reduces the stress of flying
- Experienced tour guides who help you avoid rookie mistakes
- Disney Express Passes that let you skip hours of lines or enjoy a ride at a scheduled time
In each case, the investment isn’t astronomical — but the return is meaningful. In government contracting, I hear companies complain about contracts being awarded to the lowest-cost bidder, yet they apply the same “cheap first” mindset to their own approach to government customers.
The reality? More control, less stress, and faster progress are always within reach. If you’re willing to invest in the right easy button.
So how do you get the “easy button” effect in your own life or work?
Three simple ways to apply a marginal exchange of time or treasure to reduce friction:
- Pay for priority — Upgrade to business class, expedited processing, or a fast-lane service to save time, mental bandwidth, and enjoy a more productive transition from one location to the next. Maybe your company pays for this; maybe you should pay for it.
- Buy expertise — Hire a guide, consultant, or fixer who knows the terrain. You’ll avoid costly detours and wasted effort. Torque and RPMs are not the same. Expertise is torque.
- Pre-position and prepare for ease — Show up early, reserve the room, test the tech. A little prep ensures smooth execution.
The easy button isn’t just for shopping at Staples— it’s a strategy for work, travel, and life. Press it wisely.
The Who, Not How of Easy
In the best-selling book Who Not How by Sullivan and Hardy, the central question isn’t “How do I solve this?” — it’s “Who can solve this for me?” It’s a mindset shift: delegate outcomes, not tasks. Paying the marginal cost yields outsized returns. You hire someone who already has the map, knows the shortcuts, and can execute.
In government relations, this is your lobbyist, your policy strategist, your business developer, or your regulatory Sherpa. They are the easy button—but be careful.
In the new worlds of DOGE and AI, cottage industries offering to take you to the promised land are expanding exponentially. Notice how your LinkedIn and Instagram feeds are filling with them? Credible providers of such services bring social proof, references, case studies, and examples.
🎯 Is it realistic to expect low-cost providers to deliver above-average results?
In a word: No.
You get what you pay for. Professional service is a high-leverage, trust-based industry. You’re not buying hours — you’re buying outcomes by deploying higher caliber expertise, process awareness, relationships, and yes, influence.
Cheaper providers might check boxes, but they often lack:
- Deep networks
- Sector fluency
- Real-time intelligence
- The gravitas to be taken seriously in high-stakes rooms
If your business depends on a legislative win, a policy fix, or a government decision, then low-cost lobbying is like flying standby when you should’ve booked a direct flight.
The True Value of the Easy Button
The Who Not How approach is the ultimate easy button. But it comes at a premium—not for the bells and whistles, but for the friction it removes, the momentum it builds, and the results it delivers.
Flying first class isn’t just about a nicer seat and a glass of champagne. The real value?
- You arrive in the right mindset.
- You let the professionals fly the plane.
- You land confident and ready.
That’s what the right investment in expertise does for your business.
So, what’s your easy button? And are you pressing the right one?
