Almost six years ago, I tried in The Economist to start a movement for simplicity and against complexity. In this Leader (ie, editorial, to everybody but us), which accompanied this Special Report, I wrote:

“LIFE is really simple,” said Confucius, “but we insist on making it complicated.” The Economist agrees. Unfortunately, Confucius could not have guessed what lay ahead. The rate at which mankind makes life complicated seems ever to accelerate. This is a bad thing. So this newspaper wants be the first to lay down some new rules. Henceforth, genius will be measured not by how fancy, big or powerful somebody makes something, but by how simple.

Alas, that was easier said than done.

But ever since then, I have been obsessed with simplicity, as you may have noticed if you have been reading The Hannibal Blog (for instance here and here).

This means that I palpitate with excitement whenever I encounter other people who share my obsession. Well, Alan Siegel, a brand consultant, appears to share it. Watch (less than 5 minutes!):