Simplicity, The Noisemaker.

It’s easy to use. That new app that you now use every single day to make your daily work routine a little faster, more efficient, smarter, and more effective. That did not happen by accident.

The team that made that product so easy to use, put a lot of thought into the product’s feature set and exactly how to present that to the user.

You naturally discard the complex and keep the easy. Rare is the new product that gets some special immunity to this law

The cognitive dissonance around using simple products is very low.

Most things we use in our daily lives are so simple we barely realise they are there.

Simple functions:

Fork. Toothbrush. Door.

And very complex function:

Air conditioner. Car. Email.

The common denominator:

Incredible simplicity.


Even something as mind boggling complex as an automobile has been simplified to two pedals and a steering wheel.

Many potential users have a good sense of what works and what doesn’t.
Products that look really clean, slick and simple will get your users in the door.
You now have their attention and most new modern users will poke around and see if they get it.

They are not so interested in watching videos and reading tutorials.
Some proven products like advertising platforms and advanced graphics software have proven themselves to benefit the user so greatly that they are prepared to invest the necessary time.
Most new products do not have that luxury.
Think carefully about your product and make sure every extra element is justified. Remove and kill where ever possible.
Err on the side of simplicity.

This is not a long process. It’s a process of focus and dedication.

Can the new startup commit to focus purely on making the feature set as easy and accessible as possible?

The complexity of making things simple is almost invisible.


Product designers are mentally whittling away options and looking for permutations in their mind and imagination.

It’s vital for your new product to be simple and clear.