2. Keep it simple

Don’t make people think, but make them feel smart.

Try to explain your product to someone. If you can’t explain your product or idea easily, you do not understand it well enough. It is not simple enough.

Try to create smart things in a simple way. Every product should be self-evident. Every service should be self-evident. Every element should be self-evident. People should not ask questions like:

  • Where am I?
  • What do you offer?
  • Where should I begin?
  • Where do you have …?
  • What does this mean?

Do not make people think about things. Guide them if necessary, but never make them feel concerned. They have to feel smart by solving their problems quickly and easily.

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