Great things are done by a series of small things brought together.
If you're trying to persuade people to do something, or buy something, it seems to me you should use their language.
It doesn't matter how many times I have to click, as long as each click is a mindless, unambiguous choice.
How many opportunities do we have to dramatically improve people's lives just by doing our job a little better?
Simplicity is complex. It's never simple to keep things simple. Simple solutions require the most advanced thinking.