How to create products with the least amount of complexity

A truly simple product is built around a deep understanding of the problem it’s meant to solve. This is challenging because it requires us to set aside our way of thinking and develop empathy for our users’ thought processes. When our customers ask for a feature, we need to understand why they want that feature. Getting to the real problem is key before we can figure out how to solve it. Without this understanding, we build things for the wrong reasons, which makes it difficult — or even impossible — to remove the unnecessary parts.