02.  Simple is beautiful.

“Innovation” is a useless buzzword

Software companies constantly boast about innovation. Business books give advice on sparking innovation. Yet in practice in our audits, we’ve never needed innovation from software. In fact, we find focusing on innovation just increases complexity and useless extra features. We ignore innovation and concentrate instead on usefulness.

Cool, usable, useful

As it relates to software and technology… “cool” is fine, “usable” is good, “beautiful” makes it better, but “useful” is the ultimate goal.