Make it as simple as you can and then ask: “How can I make it simpler?”

“It’s really complex to make something simple.” -Jack Dorsey.

When I first heard that I thought some people might interpret it as “Just the act of creating something is hard.”

But that he actually meant it’s hard to take a product/service and reduce it to its bare essentials because there are thousands of things you can do but only a few are worthy of 90% of your time. It’s hard to know which ones and it’s hard to not get seduced and distracted by non essential stuff.

This turned out to be the case when he said: “My goal is to simplify complexity. I just want to build stuff that simplifies our base human interaction.” -Jack Dorsey

And: “Make every detail perfect and limit the number of details to perfect.”

The hardest part is in keeping it simple. Which is the opposite of what most people do (regardless of whether or not their business is a huge organization vs small startup). Small founders often chase too many opportunities constantly being seduced by shiny new objects hoping they’ll make them rich. (Which is also a form of hiding and laziness by not doing the hard thing aka sticking w it and being committed for at least a yr before re-evaluating.)

Large organizations get more opportunities as a result of their success which lead to doing a lot of things well or maybe even very good. But very good is boring. Users want exceptionally, insanely awesome stuff. That’s the stuff that they’ll ‘market’ for you and tell their friends about. And of course the cost of this is that by definition you’ve now excluded the possibility of focusing all of your resources into 1 thing and make that absolutely outstanding.

As Steve Jobs told the 3rd Nike CEO Mark Parker:

“Nike makes some of the best products in the world. Products that you lust after. But you also make a lot of crap. Just get rid of the crappy stuff and focus on the good stuff.”

I’ll leave you w this last one:

“The greatest lesson that I learned in all of this is that you have to start. Start now, start here, and start small. Keep it Simple.” — JD