When It's Hard

"Keep It Simple, Stupid" is stupid advice.

KISS, or Keep It Simple, Stupid.

A phrase all entrepreneurs repeat, but few understand.

It is widely attributed to Kelly Johnson, a U.S. navy engineer, who told his team that aircraft systems should be simple enough that even a mechanic with basic training and minimum tools could repair them in combat conditions.

Over time, KISS became a mantra. I’ve hear…