Simple

Core Concept Definition

Simplicity in sticky ideas means stripping an idea down to its core. It’s about finding the single most important thing and communicating it compactly.

What Simple Is

• Finding the core of an idea
• Expressing it compactly
• Creating profound distillation
• Enabling clear decision-making

What Simple Isn’t

• Dumbing down ideas
• Removing necessary complexity
• Making ideas shallow
• Oversimplifying

Key Components

Finding the Core

1. Commander’s Intent

   • Clear priority statement
   • Guides autonomous decisions
   • Survives chaos and change
   • Example: Military mission statements

2. Forced Prioritization

   • “If you say three things, you don’t say anything”
   • Eliminating competing ideas
   • Focus on essential message
   • Example: Clinton campaign’s “It’s the economy, stupid”

3. Shared Understanding

   • Creating common ground
   • Establishing clear priorities
   • Enabling aligned action
   • Example: Southwest Airlines’ “THE low-fare airline”

Making Ideas Compact

1. Proverbs

   • Dense wisdom
   • Memorable format
   • Universal understanding
   • Example: “A bird in hand is worth two in the bush”

2. Generative Analogies

   • Creates understanding framework
   • Guides multiple decisions
   • Enables independent action
   • Example: Disney’s “cast members”

3. Schema-based Explanations

   • Builds on existing knowledge
   • Creates quick understanding
   • Enables complex learning
   • Example: The pomelo explanation

Implementation Techniques

Finding Core Process

1. List all key elements
2. Force rank importance
3. Eliminate non-essential items
4. Test core message clarity
5. Refine until essential

Compacting Process

1. Identify key concept
2. Find familiar analogies
3. Create memorable phrases
4. Test understanding
5. Iterate based on feedback

Common Challenges

Overcoming the Curse of Knowledge

1. Expert Blindness

   • Forgetting novice perspective
   • Using jargon
   • Assuming knowledge

2. Feature Creep

   • Adding unnecessary elements
   • Losing focus
   • Complexity creep

3. Decision Paralysis

   • Too many options
   • Unclear priorities
   • Competing messages

Examples and Case Studies

Palm Pilot Development

• Palm Pilot Development
• Use of wooden block
• Clear size constraints
• Feature elimination

Southwest Airlines Strategy

• Southwest Airlines Strategy
• Clear core message
• Decision guidance
• Employee alignment

Military Command

• Commander’s Intent in Military
• Clear objectives
• Autonomous action
• Mission focus

Business Applications

Strategy Development

1. Vision Statements

   • Clear direction
   • Memorable format
   • Actionable guidance

2. Decision Making

   • Clear criteria
   • Simple framework
   • Consistent application

3. Communication

   • Core message
   • Clear priorities
   • Aligned action

Teaching Applications

Curriculum Design

1. Core Concepts

   • Essential elements
   • Building blocks
   • Clear progression

2. Lesson Planning

   • Main message
   • Supporting elements
   • Clear objectives

Knowledge Transfer

1. Simple Frameworks
   • Clear structure
   • Easy recall
   • Practical application

Measurement and Success Criteria

Message Effectiveness

1. Recall

   • Immediate understanding
   • Long-term memory
   • Accurate transmission

2. Action

   • Clear guidance
   • Consistent decisions
   • Aligned behavior

Impact Assessment

1. Understanding
   • Message clarity
   • Concept grasp
   • Application ability

Related Concepts

• Unexpected - How simplicity creates surprise
• Concrete - Making simple ideas tangible
• Communication Framework - Overall message structure
• Practical Applications - Implementation strategies

Questions for Application

1. What’s your core message?
2. Can you say it more simply?
3. What can you eliminate?
4. How will people remember it?
5. Does it guide action?

References

• Chapter 1 of Made to Stick - Why Some Ideas Survive and Others Die