Unless you’re a psychopath it’s very likely you carry some ‘imposter syndrome’ on at least one of your shoulders.

We all live with the secret fear one day we’ll be exposed as not so clever or competent as we pretend to be.

The weight of our (self-imposed) expectations of ourselves forces us to be complicated.

Yet we crave understanding the core of something – whether it is of a business, a sporting team, a nation, a scientific theory, a philosophy or an individual.

The reason is because most of us struggle to hold more than one key concept about any of these subjects in our head at any one time.

Which means there’s a contradiction between how we like to simplify our understanding of something, and how we fear being thought of as ‘simple’ ourselves.

It’s all part of the wonderful complexity of the state of being human.

We crave simplicity because it makes our own life easier, but don’t wish to be defined with such an adjective ourselves.

Yet, as Albert Einstein said when describing a science theory, and which we should keep in mind when describing our business, “if you can’t explain it to a six year old, you don’t understand it yourself.”

Simple’s good.