"[My] text is almost always helvetica, not because I like the way it looks, but because it's the default. Expressing creativity using the most basic, accessible methods is the hardest thing to do. The very best steakhouses serve their filet on a plate with nothing else. Shitty franchises cover theirs in sauce and other shit to distract you from the fact you're eating dog food."

Casey Neistat
This sums up my view on building systems pretty well: creating a system that solves a problem using only the most basic of elements is the hardest thing to do.
In my career I’m often the second (or third, or fourth…) port of call for a desperate business owner in need. They’ve worked with other teams and have ended up with a convoluted mess that they can’t make heads or tails of, errors are popping up, and they can’t figure out how on earth to figure out where the problems are coming from.

As Casey says, anyone can download a plugin. That’s not creativity. Anyone can make an Infusionsoft campaign that’s too complicated. That uses too many tags. That has backwards arrows going all over the place. It looks the part, but too many features means too many points of failure. And figuring out what went wrong can be all but impossible.

Creating the same system using the barest possible minimum so that anyone can look at it and understand is hard. It takes years and years of practice.

So this is my philosophy: make it so simple, anyone can look at it and understand. There’s an elegance in bare simplicity. There’s security in using the minimum features. It costs less to build, and it costs less to maintain. Which means you get the maximum possible return on your investment.

And above all, that’s what a good business system should be: an investment with a spectacular return.

I guess my mission, if I was to put it in those terms, is to create systems for people that are simple. That use the barest possible features. That are easy to use, and easy to maintain.

If you’re planning to move to a system like Infusionsoft, or you have and you’re struggling with it, before you do anything else: ask me first, and do it right the first time.