“Everything should be made as simple as possible, but not simpler.”
Einstein. Genius.

In everything you do, consider Einstein’s quote. Purposefully try to make things simple.

Intellectually, simplicity seems to be looked down on. “He was a simple man,” means he was stupid.
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“We’ll get more customers by being the cheapest,” is not a very attractive feature on a business plan.

Trying to be the cheapest will nearly always lead to disaster.
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The words “business” and “competition” are usually considered closely linked. After all, don’t businesses compete with one another?

In reality, businesses are always trying to avoid competition. In competitive situations, prices drop to steal each other’s customers – and profits disappear.
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How do you advertise perfume on television? That was a real dilemma for the advertising folk when the first fragrance companies started to buy television spots. Normally, products are advertised by showing what they can do – or what they look like. It’s quite difficult to advertise a smell.
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