Complexity is the coward's way out. But there is nothing simple about simplicity, and achieving it requires following three major principles: empathizing (by perceiving others' needs and expectations), distilling (by reducing to its essence the substance of one's offer) and clarifying (by making the offering easier to understand or use).
使事情复杂化是懦夫解决问题的办法。不过要做到简单绝非易事。实现简单需要遵循三大原则:为对方着想(这需要你理解他人的需要和预期),化繁为简(去粗存精,只保留产品或服务的实质),以及清晰的表达(让你的服务更容易理解或使用)。
Why is it so rare for a product or service to be launched with simplicity baked in? The missing ingredient is empathy. Companies tackle simplification as a science rather than as an art. They measure the length of customer service calls down to hundredths of a second, run readability formulas counting syllables and monitor mouse-clicks by the millions. Afraid to let common sense prevail, companies rely on numbers to judge clarity and usefulness -- two attributes that defy quantification. As a result, they send out documents that they tout as being written at a sixth-grade reading level when in fact no college-educated person understands them.
为什么很少出现具有简单之美的产品或服务呢?就是因为人们不会设身处地为对方着想。企业把简化的过程看做是一门科学,而不是艺术。他们以百分之一秒为单位计算客服电话的长度,使用可读性公式来计算音节的多少,以百万为单位监控点击鼠标的次数;但企业却不愿以常识为原则,而是依赖数字来判断清晰度和实用性,而这两个特点是不能被量化的。因此,尽管他们称自己的文件是针对六年级阅读水平写成的,而事实上拥有大学文凭的人都无法理解他们的意思。
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