• REDUCE - The simplest way to achieve simplicity is through thoughtful reduction.
• ORGANIZE - Organization makes a system of many appear fewer.
• TIME - Savings in time feel like simplicity.
• LEARN - Knowledge makes everything simpler.
• DIFFERENCES - Simplicity...

The opportunity lost by increasing the amount of blank space is gained back with enhanced attention on what remains.

Simplicity is about the unexpected pleasure derived from what is likely to be insignificant and would otherwise go unnoticed.

Simplicity is about subtracting the obvious, and adding the meaningful.

• In simplicity we trust.
• The goal of LEAN BACK is to achieve relaxation as the desired state.
• Overconfidence is usually the enemy of greatness, and there’s little room for personal ego when pleasing a customer is the true priority.
• The more a system knows about you...

EMBODY-ing quality is primarily a business decision, more than one of design or technology. The quality can be actual, as embodied by better materials and craftsmanship; or the quality can be perceived, as portrayed in a thoughtful marketing campaign.

Organization makes a system of many appear fewer.

What lies in the periphery of simplicity is definitely not peripheral.

When all features that can be removed have been, and a product has been made slim, light, and thin, it’s time for the second method: HIDE the complexity through brute-force methods.

The simplest way to achieve simplicity is through thoughtful reduction.

Shrinking the time of a process can sometimes only go so far, and so an alternative means to “saving” time is to hide its passage by simply removing time displays from the environment.

• Some things can never be made simple.
• There’s always an ROF (Return On Failure) when you try to simplify— which is to learn from your mistakes.
• Deeming something as complex or simple requires a frame of reference.

Knowledge makes everything simpler. Learning occurs best when there is a desire to attain specific knowledge.

Our society, systems, and artefacts require active engagement in care, attention, and feeling— the business value may not be immediately apparent. But the fulfilment from living a meaningful life is the ROE (Return on Emotion).