When to use it

✓ When you're stuck on a problem that seems too big or overwhelming.

✓ When a solution feels unnecessarily complicated.

✓ When you're caught in over-analysis and can’t move forward.

✓ When a process or system has become bloated and inefficient.

How it works

1️⃣ Spot the Overcomplication 

What unnecessary steps or assumptions are making this harder than it needs to be?

2️⃣ Ask the "Duh" Question 

“What would a total beginner suggest?” or “What if this were easy?”

3️⃣ Challenge the Default Thinking 

“Why do we do it this way?”

4️⃣ Find the Simplest Fix 

Strip away the excess and test the most obvious, direct solution first.

5️⃣ Test It Quickly 

Implement a basic version and observe if it works.

Example 1:

Houston’s Slow Elevator Problem

Problem: 🏢🚶‍♂️⏳ A high-rise office building was getting complaints that the elevators were too slow. Management considered expensive solutions like installing faster elevators or adding more shafts.

Model Approach: 🤔💡 Instead of focusing on elevator speed, someone asked, “What if the real problem isn’t slow elevators but idle, bored people?”

Simple Solution: 🪞😮‍💨 They installed mirrors in the elevators and waiting areas. Complaints stopped. People became distracted checking themselves out instead of fixating on the wait time.

Example 2:

The $300 Million Button

Problem: 🛒💸📉 A major e-commerce site noticed that a huge number of customers were abandoning their shopping carts at checkout. Their complex login system required users to create an account before making a purchase, which seemed like a good idea—except it was driving people away in droves.

Model Approach: 🤔💡 Instead of redesigning the entire checkout process or adding new features, someone asked, “What if we just… didn’t force people to sign up?”

Simple Solution: 🟢✅ They replaced the “Register” button with a “Continue as Guest” option. That one tiny change led to an additional $300 million in sales the following year. The friction disappeared, and so did the cart abandonment problem.

Example 3:

The Coffee Cup Sleeve

Problem: ☕🔥🖐️ Jay Sorensen, a coffee drinker, burned his fingers while holding a hot paper coffee cup. This common issue caused discomfort and made it difficult to enjoy on-the-go coffee.

Model Approach: 🤔💡 Instead of redesigning the cup or the coffee-making process, he asked, "What if there were a simple way to hold the cup without feeling the heat?"

Simple Solution: 🧼✅ Jay invented the Java Jacket, a cardboard sleeve that slips over the cup, insulating the drinker's hand from the heat. This straightforward solution became a standard accessory in coffee shops worldwide, enhancing comfort without complicating the design.

Why it works

✓ Cuts through unnecessary complexity.

✓ Bypasses costly, time-consuming solutions.

✓ Encourages fast, actionable fixes instead of drawn-out optimizations.

Tips for Applying the “I Can’t Believe It’s Not Complicated” Model

👉️ Ask: “What would a five-year-old do?”

👉️ Assume you have zero budget—how would you solve it then?

👉️ Look for the most obvious solution and test it before dismissing it.

If your solution needs an instruction manual, it’s probably too complicated.

Dumb Word of the Day: Blibber-Blubber

(BLIB-ber BLUB-ber)

A person who talks nonsense or speaks excessively without getting to the point.

🧐 Why it fits: Today’s mental model is all about cutting through the noise and finding the simplest solution. And who makes that harder than a blibber-blubber? These are the people who turn a five-minute fix into a 40-slide PowerPoint presentation, adding unnecessary layers of complexity where none are needed.

📜 A Bit of Word Nerd History: Blibber-blubber dates back to at least the 1600s and was originally used to describe senseless chatter or excessive, foolish talk. It shows up in old English texts, often as a way to mock people who rambled on and on without saying anything useful—exactly the kind of overcomplication today’s Dumbify model aims to cut through.

👉 Next time someone starts explaining why a five-minute fix requires a six-month committee review, just sigh and mutter, “Classic blibber-blubber move.”

Un-complicate Your Life Challenge

This week, your mission is simple (literally):

Find something unnecessarily complicated and dumb it down.

Think about a process, habit, or decision in your life that feels way more difficult than it should be. Now ask yourself:

“What’s the easiest, most obvious way to fix this?”

Examples:

💡 Overcomplication: Writing long, over-explained emails.
✂️ Dumbed-Down Fix: Send a single-sentence email instead. (Bonus points if it’s five words or less.)

💡 Overcomplication: Spending 20 minutes picking a Netflix show.
✂️ Dumbed-Down Fix: Watch the first thing you see. No scrolling, no regrets.

🔎 Look for one thing in your day that’s way harder than it needs to be—then dumb it down to the easiest, laziest, most obvious solution.

Thanks for getting delightfully dumb with me today!

🎤 YOUR TURN: What’s a time you cut through the noise and found a ridiculously simple solution to something unnecessarily complicated? Maybe you ignored a “best practice,” skipped a step, or asked a question that seemed too obvious—only to realize it was the right move all along. Reply and let me know! Best story wins a signed copy of Dumbify.

Stay brilliantly lazy,
David

P.S. Know someone who treats complexity like a personality trait? Forward them this email—maybe they’ll finally see the light (or at least stop overcomplicating lunch plans). 🚀