It's hard to sell simple, because simple looks easy, and who wants to pay for that? Of course, everyone says they want something simple, but the way they buy reveals that they usually don't.

This is the secret that the merchants of complexity have long since figured out. That clever and sophisticated beats basic and straightforward most days in the market. Since both clever and sophisticated implies something special, and only what's special command the premium dollar.

Deep down, that's what most people want. To feel special. That's far more important than merely purchasing a solution. Basic, cheap, or even free options are for the common dolt, with simple needs and simple problems, goes this wicked intuition. Few people have the courage to admit their life and work isn't that complicated.

You see this syndrome all over the tech industry. Basic problems people could easily solve for themselves, cheaply and quickly, getting turned into scary and insurmountable challenges that only a sophisticated solution (usually on a subscription!) will cure.

Because that's the other side of this. There are rarely high margins in actually selling someone something that they then own. Much better to rent it to them. They'll own nothing and you'll convince them they should be happy.

By what sorcery? Fear, mostly. Vanity, sometimes. Sloth, occasionally. Pride, definitely. The more insecurities the merchants of complexity can trigger, the easier the sell.

But the spell only binds as long as you choose to believe in it. If you decide tomorrow that all this mass and weight and expense isn't worth it, it won't be. It's that simple and that hard.

Whether that means daring to connect a computer to the internet, dumping that micro-services monstrosity, ditching Slack, or going #nobuild, it's all within your power.

So what are you waiting for? Dare to be basic, babe.