September 19, 2023

Radical simplicity

“Good design is as little design as possible”.  Dieter Rams.

The point is not just to keep it simple, but to keep it radically simple for the user.

That takes radical empathy.

And that means radical focus.

It took me 6 months to work out how to get back to the home screen on my ipad.  Not because I’m stupid, but because I’d grown up with Microsoft, and it wasn’t designed for me.

You can’t do radical empathy for everyone.


Save it for the people who really, really need what you can do for them.

Then blow their minds with how easy it is to buy and use.


Discpline makes Daring possible

Ask me how.