Maurice Saatchi on simplicity

6 The Virtues of Simplicity Or, Why It’s Hard to Pound in a Nail Sideways If you take away one thing from this book, let it be the advice in this section. Simpler is almost always better. Maurice Saatchi, of London’s M&C Saatchi, on simplicity: “Simplicity is all. Simple logic, simple arguments, simple visual images. If you can’t reduce your argument to a few crisp words and phrases, there’s something wrong with your argument.” Make Sure the Fuse on Your Idea Isn’t Too Short or Too Long Here’s the thing: The customer has to get your ad instantly, or close to instantly.