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We live today in a very different world than we were just a decade ago. Technological innovation has resulted in benefits such as websites being able to be launched in under 24 hours, the ability to reach millions of people through social media and access to over 30 million songs through a single app.

All of which comes for free, or at worst, less than the price of two cups of coffee per month. It’s therefore unsurprising to see how many entrepreneurial ideas are being discussed, executed and brought to life around us.

The downside of all this however, is a world that is increasingly messy with consumers often overwhelmed by the number of choices that face them. On the app stores for both Apple and Android customers, there are over 2 million apps available for download.

This is why simple, clean and easy-to-use products and services can be a powerful breath of fresh air in the marketplace.

Paul Graham once noted in a tweet that:

"In a time of bad design, building something simple is a revolutionary act.”

In a study conducted by Google in 2012, researchers concluded that visually complex websites were rated as less loved by their simpler counterparts. Looking at the California-based technology firm’s search page, it is clear that they have embraced this since their inception in 1998.

Embracing the notion of simplicity and good design is thus critical and even more so in a world where people’s attention spans are getting ever shorter.

I’ve read from a number of sources that our average attention span is now shorter than that of a goldfish!

“Make your designs distinctively simple or be extinct.”

Achieving this however is harder than it looks. Simplicity is not just about the visuals and how minimalist something looks. It’s also very much about how it works and why it is being built in the first place.

Jonathan Ives, Chief Design Officer at Apple, noted that ‘you have to deeply understand the essence of a product in order to be able to get rid of the parts that are not essential’ .

If your users are engaging with 20% of the features you offer 80% of the time, surely it makes sense to spend 80% of your time on the most important 20% of the product?