The paradox of simplicity is that making things simpler is hard work.

People don't listen to marketplace logic they listen for meaning and purpose. Attention can't be bought. Before any interaction, ask yourself: 'How do I want to make people feel or act?' Put yourself in their shoes. The role of a leader is to create an experience that will inspire people to take action.

Simplicity: The New Competitive Advantage in a World of More, Better, Faster.