Those two words fit together like a hand in a glove. In a world that is overwhelming complex people are looking for simple, clear, and compelling solutions that work. Modern life is complex. Even a decision about what tooth paste you are going to buy is complex. A typical store carries almost of 200 distinct brands. It is overwhelming! No area of our modern life is exempt from this kind of extreme complexity. The most successful companies are the ones who simplify the complexity in our lives. The Apple iPhone is a great example of this. One single home button gives you access to the internet and world’s knowledge. From that same home button you can talk, take pictures, and make videos. The success of the iPhone is largely due to it’s ability to make really complex things simple. Do you want to set your company apart from the competition? Then focus on simplifying the complexity in peoples lives.