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Why Complexity Sells

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Samuel Williston - 19th Century paleontologist

“The course of evolution has been to reduce the number of parts and to adapt those which remain more closely with their special uses, either by an increase in size or by modifications of their shape and structure.”

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Evolution has always moved towards simplicity, increased effectiveness and elimination of wasteful parts. 

It is seen in nature that hundreds of limbs evolve into a few useful ones, just as hundreds of tiny bones of the skull or jaw evolve into a handful.

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In the modern world, complexity is associated with usefulness or wisdom. People equate length with seriousness and hard work.

  • A quote consisting of a ten-word sentence can sometimes be more insightful than entire volumes of books, but people still pay for books, never for quotes.

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  1. Simple looks easy, and complex looks difficult to the beholder.
  2. Sometimes the objective is to dazzle with fluff.
  3. Length is often associated with effort and hard work.
  4. Saying things people don’t understand creates a kind of mystique around the writer/a...

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