“Everything should be made as simple as possible, but not simpler.”

“Everything should be made as simple as possible, but not simpler.” — Albert Einstein

In CEO conversations this week, a theme was simplicity.

A manufacturer decided to shut down a site.

A consumer service company is streamlining its user experience.

A technology consulting firm is shifting resources to their highest margin customers and solutions and eliminating lower margin work.

Here are three powerful questions CEOs can ask to drive clarity, focus, and impact:

1. What is the essential truth or principle we need to focus on?

Ex: On running shoes focused on one core outcome: the sensation of running on clouds. This drove its innovative yet simple The CloudTec® system that allows for both soft landings and firm take-offs'

2) What can we remove or stop doing to make this clearer and more effective?

Ex: Starbucks is planning to cut 30% of its food and beverage items by late 2025. This move aims to reduce complexity, speed up service, and focus on popular offerings

3) Have we simplified this enough for people to understand and act on, without losing what’s critical?

Ex: ChatGPT prompt box. Removed friction, invited customer trial, sparked conversions and customer loyalty.

Simplicity isn’t about dumbing things down—it’s about sharpening focus, ease, and impact.

What’s one thing you could simplify today?