simple
I’ve long held the belief that simplicity is the key to good design & engineering. This does not mean simple equals useless. My favorite Einstein quote sums it up quite well “Everything should be made as simple as possible, but not simpler.” I often find it is much harder to simplify, rather than complicate. I say, simplify for the challange.
37signals has based their business model on simple. Brilliant. In evaluating their philosophy, I came to realize that simple can really be applied to more than design, here it is applied to business. Why not entertainment? Why not taste? Why not style? Why not life? Why not?