Richard Branson, founder and Chairman of the Virgin Group offers this maxim for business success:

"Complexity is your enemy. Any fool can make something complicated. It is hard to make something simple."

Branson reprises a quote originated by legendary singer-songwriter Woody Guthrie, who first framed it in this way: 

"Any fool can make something complicated. It takes a genius to make it simple."

Growth in the reputation equity of any product or enterprise requires an abandon-the-superfluous focus.

A difficult objective, as business leaders and often marketing professionals default to admiration of the complicated - while discounting the simple - in framing the story of their product.

For this reason, CEOs, CMOs and brand owners often stumble in grasping the simple, for communicating precisely what IT is that makes the human experience with a product so astoundingly great, and why.  

Even though simple is the best concept to communicate to any audience, because simple makes the most intuitive sense.

Thus, as Richard Branson might say it: Are you complexity's fool, or simplicity's genius?