Sophistication can be simple.

Sometimes great work is complicated. Maybe there are lots of stakeholders, decision makers, primary and secondary audiences, marketing messages and agency reps involved. Maybe you're building a complex software system that's never been built. Or maybe things are just disorganized. 

But I am a firm believer that it doesn't have to be this way. Ninety-five percent of the time (yes, that's a very scientific number) complexity is unnecessary, can slow momentum, discourage those involved and ultimately bloat the budget and timeline of a project. This is something I refuse to accept. 

Great work can be simple. The process to get there can be simple. The communication can be simple. The strategy, design, development and support doesn't have to be bloated with extraneous information. 

Simplicity brings clarity. Clarity influences understanding, aligns expectations and crystalizes primary objectives in a way that enables people to focus on what really matters. When that happens, the potential for impact is unlimited. You can really connect with people in a meaningful way. 

So join me in the struggle against complexity, and let's strive for simplicity together. It's where the power lies.