“It’s the simple things in life that are the most extraordinary; only wise men are able to understand them.” - The old woman from The Alchemist, by Paulo Coelho

The simplest ideas - the ones that even a toddler can understand - are the ideas that spread. It’s no wonder that military organizations, the CIA, songwriters, musicians, bloggers (i guess), execs, and so many others struggle to find ways to make their ideas simpler. It’s like weight.

It’s easy to put on weight, but it’s mission to get rid of it. The simplest way to get rid of weight is to take in less calories than you spend. That simple. Most people know that. So why is it so hard?

Perhaps we want to believe life is more complicated than that. Nothing can be that easy, right? I’m convinced that the geniuses in our midst don’t ask that question. Instead, they ask, Why is nobody seeing this yet?

Perhaps the old woman was on to something.