It’s tough to sell something simple because simple looks easy—and who wants to pay for that? Sure, everyone says they want simplicity, but when it comes down to it, their buying habits show otherwise.

This is a truth that businesses have long understood. In the market, being clever and sophisticated works better than being plain and straightforward. Why? Because clever and sophisticated suggest something special, and only what’s special commands a premium price.

Deep down, that’s what most people crave. To feel special. That’s far more appealing than just buying a solution. Basic, cheap, or even free options are seen as things for the average person with ordinary needs and simple problems—or so the thinking goes. Few have the courage to admit their lives and work aren’t all that complicated.

You can spot this mindset everywhere. Simple problems that people could solve easily on their own—quickly and at little cost—suddenly seem overwhelming and unsolvable without sophisticated solutions. Think complex software, high-end products, or the jargon-laden advice from consultants.

Here’s the flip side: there’s rarely much profit in selling someone something simple that they can just own outright. So, how do businesses sell? Mostly through fear. Sometimes by appealing to vanity. Occasionally by exploiting laziness. Definitely by playing on pride. The more insecurities these sellers of complexity can stir up, the easier it is to make the sale.

But here’s the thing—the illusion only works as long as you choose to believe in it. If tomorrow you decide that all this complexity, cost, and weight isn’t worth it, it won’t be. It’s that simple—and that difficult.

At Shimbi Labs, this is what drives us every single day. Every morning, we wake up with one thought: how can we make our products even more simple and straightforward for our users? We want them to log in, use it, get out, and move on to the things that matter most to them. Because that’s what truly matters to us—creating products that don’t just work, but work effortlessly, leaving you with more time for everything else that’s important in your life.

So, what’s stopping you? Do you dare to embrace the basic?