Simple is beautiful, but it is definitely not easy.

The truth is that simplicity is hard. It takes a lot of effort to take a rough, loose idea and shape it into a tight, bulletproof thought. People love to add, not take away. We feel empowered when we contribute, not when when we pare down.

But the trick to a good idea being successful is in it’s simplicity.

At Lift, when we work we focus less on what’s possible, and more on what is important. We work hard to cut away the extra stuff, so that at the core we have the kernel of an idea that inspires people, engages them and demands attention.

Learn to trim the fat and you’ll be better for it. When you have a good idea, run with it, but don’t add, rather distill. Take your elevator speech and work until you can get your point across before the guy presses the button.

Then you truly have something ready for the web.