Distraction, Attention,
and Simplicity
Dan Benjamin
Evangelist, Rails Machine

You are distracted

The most successful
objects, devices, and
applications have simple,
obvious functionality

Build can-openers

If you have to explain
your how your software
works, you’ve failed

Embed and shield users
from optional or
complicated functionality

[Innovation] comes from saying no to 1,000
things to make sure we don’t get on the
wrong track or try to do too much. We’re
always thinking about new markets we
could enter, but it’s only by saying no that
you can concentrate on the things that
are really important.
-- Steve Jobs

Say no

Features are
addictive

Quality not quantity

Build something that
lasts

“A poor man can
afford only the very
best.”

Do as little as
possible

Question everything
you think is a given

The iPod won’t sell

The iPhone won’t sell

Projected: 45 million
iPhones sold by end
of 2009

Function should
define and insist on
form.

The simplest solution isn’t
always the best answer,
but it is a great starting
point

If you do things right, no
one will be sure you’ve
done anything at all.

Be invisible

Before you start:
Stop.

The chattering mind

Meditation

Vipassana (n)
A training to cultivate a non-reactive,
deeply focused awareness of the present
moment, absent of judgement or
clinging.

Mindfulness

Just breathe

“Just thoughts”

Eliminate the
“chatter”

Ask the right
questions

Abandon your
assumptions

Abraham Wald

“If you ask the wrong question,
the answer is irrelevant.”
-- Garrett Dimon

You know too much
already

Private silos

Don’t be your own
user

Create space

Do less

Relax