But human nature works the other way around. We tolerate the logic of things around us, but at the end of the day, what we do reflects the choices we make. Simplicity works because it is based on human nature and common sense, not on corporate logic. Invest in how people really make choices. But let's not be naive.
Simplicity is also about discipline.
This book asks you, me, and the companies we work for, to grow out of our infancy in connecting people to choices. If we can make this change, everyone can work smarter, because knowledge work begins with our ability to order, make sense of, and understand everything that demands our attention. The paradox of simplicity is that making things simpler is hard work. If you are reading this book, you probably own that work. Simplicity could be the toughest job you never asked for but must take on.