It’s hard to make ideas stick in noisy, unpredictable, chaotic environment. If we’re to succeed, the first step is this: Be simple. Not simple in terms of ‘dumbing down’ or ‘sound bites.’ You don’t have to speak in monosyllables to be simple. What we mean by ‘simple’ is finding the core of the idea.
-- Author (Chapter 1 paragraph Page 27)

Importance: Finding the core issue of a topic or idea or organization is essential to creating a simple message that conveys the heart of the matter. Providing too much information in an unclear, unfocused manner to a new audience is a sure way to lose them.

A designer knows he has achieve perfection not when there is nothing left to add, but whether is nothing left to take away.
-- Antoine de Saint-Exupéry (Chapter 1 paragraph Page 28)

Importance: This quote from the French aviator and author underscores the importance of having a goal to be “simple” in everything from building designs to military...