SIMPLIFY whatever it is you do. There is a tropism toward complexity. Fight it.
The complex is not worth more and is not more impressive. It is simply irritating.
When people call me and are amazed there is no intermediary the often say, “You pick up your own phone?” And I say, “Yes, and this is the simplicity you can expect if you choose to work with me.” And most of the time, I make that sale.
Über, Amazon, Apple: Even on that scale, it’s simple to deal with them.