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

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

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.