Simplicity in everything. Your marketing, accounting, financing, operations, customer service….everything should be as simple as possible. I test myself constantly on this principle. If I can’t explain something in my business using simple words and concepts, then it’s too complicated and it will lead to problems. This is also true when it comes to technology. A lot of people think technology is an excuse for complexity. Actually, technology is supposed to simplify things and make it easier to do something. If it doesn’t, it is not serving its purpose.