Market musings

Why Does Simplicity Move Us?

by Sasha Viasasha
July 20, 2017

Some things are so simple, like a cup of coffee. 

Other things, like navigating an IP telephone configuration menu, not so much. 

Humans crave simple solutions. Maximum utility at minimum complexity is the standard for excellence in user experience and product design, but our collective yearning for a better way goes deeper than that.

The simplest things in life are so elegant and striking because they echo a fundamental natural law: All things seek the most direct path to expression.

That principle explains why so many natural phenomena, from atoms to bubbles to stars, assume the form of a sphere. That is the maximally simple shape that emerges whenever forces are roughly in balance on all sides.

In business, technology and all other pursuits that really matter, people are instinctively drawn to continuously refine, optimize, and pare away the unnecessary. We can't rest until we find the optimal Occam’s razor to cut through the Gordian knot of complexity.

In statistics, we seek parsimony; in speech, we seek eloquence.

Here is an unadorned look at how captains of industry pay tribute to the effortless: 

  • Jonathan Ive, Apple’s patron saint of inevitable design, said “I think there is a profound and enduring beauty in simplicity; in clarity, in efficiency. True simplicity is derived from so much more than just the absence of clutter and ornamentation. It's about bringing order to complexity.”
  • Along the same clean lines, John Maeda, Global Head of Computational Design at Automattic and WordPress, summed up his worldview in The Laws of Simplicity. He said, "Simplicity = Sanity.... Simplicity is a quality that not only evokes passionate loyalty for a product design, but also has become a key strategic tool for businesses."
  • One final aspect of simplicity worth recognizing is that it makes everything run smoother. Tom Peters, operations expert and author of In Search of Excellence, wrote, “Almost all quality improvement comes via simplification of design, manufacturing ... layout, processes, and procedures.”

At Spoke, we believe in simple things, like the value of conversations. As technology has evolved, having conversations with each other is becoming more important, not less. 

This one simple idea is our north star. Everything we build points to it. We want to help people connect easily and with a minimum of pain, because we've seen over and over again how simple conversations can eliminate confusion, spark collaboration, support a culture of criticism and analysis, and boost engagement and productivity. It leads to happier customers, happier employees and better business outcomes.

At Spoke we're designed a simple but robust application that make it easy for you to turn your mobile phone infrastructure into a business phone system with enterprise level functionality and security. We're developing smart features to help your business grow, and to mediate the unique communication barriers of our digital age. Call context prepares recipients for phone calls, while live presence allows people to indicate their availability to speak. Each employee is assigned an extension number, so employees don’t have to share their private number to use their own device. In fact, all of your mission critical data is protected when you are using the Spoke application. 

Best of all, it's easy to use, and easy to try. It takes three minutes to set up and is simple enough to start using right away. 

No desk phone. No hardware. No wires, No IT guy.  

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