This preference for simplicity is burned into the basic wiring of all living cells. When it comes to ordinary, everyday decisions, most life-forms agree: The simpler path is the far more attractive one.
People prefer simplicity. Given the option, any sane person will choose the simple path over one that’s more complicated.
Author and advertising creative director. Specializing in technology marketing, Segall was Steve Jobs' agency creative director for 12 years working for NeXT and Apple, and also for Dell, Intel and IBM.