Simpler companies are user centered. They adapt to the needs of day-to-day decision makers.

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.

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

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

Simpler companies are user centered. They adapt to the needs of day-to-day decision makers.

Simplicity is power. The power to do less of what doesn't matter and more of what does.