I am very comfortable with complexity to a degree that is not useful in most circumstances. And i've had to learn that simplicity wins, and that i can think through whatever number of models and frameworks and research and all this. This book is a case in point. It's part of a series of really practical books that this publisher has published. Some of the books were written in two months. I wrote it in two years because i wanted to do extensive interviews over for fe people and do a lot of research. But their world is busy, and simple messages really get through. So that's my tough and on going.