In the last month Americans have learned that the two most popular smart phone makers have been tracking their locations and collating their positions over time; that the most popular video game system maker has lost millions of its customers’ names, addresses, passwords and, possibly, credit card numbers; that countless companies — some in consumer electronics — have had stolen the personal information of millions of customers.

Ten years ago, technology was uncomfortable to consumers because it was ever-changing, often problematic, and viruses were a big concern. Today, consumers put their very identities at risk by using online technologies. Think about that for a moment. It’s why, as tech makers, marketers and executives, one of your most important jobs is to comfort consumers. Explain your benefits in simple, easy-to-understand language. Address lifestyle with a laser-like focus. Detail how your technology will improve people’s lives. Effective marketing must be a balm to consumer anxieties, distrust and discomfort.

I often say that simple marketing is best. Today, I add that comforting marketing will take you far.