You have to think about simplicity as being primary when you’re trying to tell a story. A product must be designed so that it doesn’t get lost in the same old narrative of its broader category.

Every product should have a story, a narrative that explains why it needs to exist and how it will solve your customer’s problems. A good product story has three elements: » It appeals to people’s rational and emotional sides. » It takes complicated concepts and makes them simple. » It reminds people of the problem that’s being solved—it focuses on

Aiming for extreme targets, even ones you can’t quite reach, will help you keep your product simple.