simplicity(2/0)
Simplicity is empathetic
If you reduce communication to its barest forms, does it mean you’ve simplified it? In the groundbreaking book 1984, the main character, Winston, converses with a friend who is drafting a new dictionary. His friend’s response describes a style of simplicity: 💬 You think, I dare say, that our chief job is inventing new words. But not a bit of it! We're destroying words-scores of them, hundreds of them, every day.…
Customers want curation but ask for features
People’s first impulse is to request more features, but they’re more satisfied with curated choices. How much can your smartphone do? Browse the web? Take pictures and video? Store your to-do list? Find you a nearby coffee shop? Book a hotel room? Make a phone call? Perhaps a better question is, what can’t your smartphone do? People are first inclined to choose the product with more features. “I don’t know what that button does,” the consumer says to himself, “but what if I need it?…