If your idea is not simple, you don’t have one.

EggSo says my friend Michael Iva.

Simplicity rules. Creativity is very often the art of subtraction. Or, as Blaise Pascal put it once, “If I had more time, I would have written a shorter letter.”

It takes a lot of effort to make something look effortless. Everyone loves Apple, but I wonder if any of us would have the nerve to be that simple, that elegant

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Along with simplicity, great communication is pure candor. All humor or drama is honesty put in a surprising way. Honesty is disarming. It cuts through society’s veneer to reveal the soul within.

Few organizations or brands — or creatives for that matter — have the nerve to be truly honest. The marketplace tends to reward those who are.