The Laws of Simplicity (Simplicity: Design, Technology, Business, Life)

Simplicity doesn’t spontaneously spring to life with the right combination of molecules, water, and sunlight. It needs a champion—someone who’s willing to stand up for its principles and strong enough to resist the overtures of Simplicity’s evil twin, Complexity. It needs someone who’s willing to guide a process with both head and heart.

Atop the brochure McKenna put a maxim, often attributed to Leonardo da Vinci, that would become the defining precept of Jobs’s design philosophy: “Simplicity is the ultimate sophistication.”