If you want to reap the benefits of Simplicity, think big—but don’t act that way. As Steve Jobs proved, one of the most effective ways to become a big business is to maintain the culture of a small business

Start with an ambitious, high-potential idea, but challenging and full of ambiguities — the rough shape of a nascent great idea. It typically isn’t new, but solves many problems in a simpler, more intuitive way. It ignites people’s curiosity and self-motivation. At the end, it should seem “obvious” so that others want to copy, because there aren’t... See more