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Making the complex simple is complex- dorsey

January 12, 2011

A Simple Look

Jack Dorsey, the founder of Square and Twitter appeared on Charlie Rose the other night and he had a nice distillation of his world view.

My goal is to simplify complexity. I just want to build stuff that really simplifies our base human interaction. Twitter was around communication and visualizing what was happening in the world in real-time. Square was allowing everyone to accept the form of payment people have in their pocket today, which is a credit card. So we have built the simplest way to accept credit cards.”

Of course, he goes onto explain how complex it is to make things simple, like others in the space, he also understands the end goal of making the technology behind the experience, disappear.

This is obviously not a vision exclusive to Dorsey, but a goal of most people working in the technology space.

It’s one thing having an idea, but unless it can be executed in a way that’s astonishingly simple and easy to use, it’s never going to gain traction.

His story about the genesis of Twitter is fascinating, not only is it simple it was born as a side project at ODEO and importantly he was given the time and space to build, share and learn.

Important lessons here- if we are going to create anything interesting we’ve got to have the opportunity to build, play and learn.

This is not the typical model in the ad world- there’s no really building, learning and refining. It’s pretty binary- most people can look at a rough ad or a TV script and say whether it’s going to be any good, not so with digital.

Posted by Ed Cotton

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