47: Users’ attention is a finite resource.

There are two important aspects to achieving success with simplicity:

   1. Remove unnecessary components, without sacrificing effectiveness.
   2. Try out alternative solutions that achieve the same result more simply.

BALANCE of Hard and Soft data

Hard data
    means facts, like news, stock prices, train times, or how much money is in your bank account.

Soft information
    covers the qualitative aspects of communication, like the first impression about the quality of a company, the sense of how approachable a service provider is, and whether you feel a product will be right for you.