As a writer, I often act as a filter. I analyze the audience, prioritize communication goals and then evaluate what information does or does not need to be present. But, while I consciously work through these questions to distill the information appropriately, I’ve noticed another filter that works a bit differently.

It’s been said before: brands are most successful when they focus on a single, core purpose. This singular identity helps establish expectations and provides a roadmap for action. It sets a foundation for future business strategy, employee commitment and customer loyalty. But what happens when the product becomes the brand, acting as both a strategic asset and hindrance?

Memes are one of the simplest representations of pop culture trends. Some sociologists describe them as the atoms of human society, a fundamental unit of culture. Others say memes are idea-viruses that infect the population, jumping from person to person. As a simplicity firm, it is only fitting that we look at how the simplest concepts of 2012 have changed customer behavior and will continue to influence behavior in 2013.

After Qualcomm’s lavish and somewhat uncomfortable keynote speech at the 2013 Consumer Electronics Show in Las Vegas, I should’ve realized this year’s show might miss its mark. Usually, tech innovators pride themselves on logic, function and integration. The best products are seamlessly incorporated into one’s routine; their value innate.

What’s the purpose of scientific notation in the math and science world? To simplify numbers by emphasizing their most relevant traits and reducing them to more usable scales. Scientific notation teases out what’s important for the problem at hand and ignores the rest.

Only Justin Timberlake could bring the sexy back so convincingly to a site as obsolete as the VCR. Yes, I’m talking about Myspace. Myspace’s makeover is good. It’s seamless to create a profile and connect to friends with Facebook and Twitter integration. The site stays true to its core as a place for musical artists to share and build followings.

Do you browse the web on your phone or computer more often? Is there a difference? How many times have you opened your Yelp mobile app, turned on your iPad for Google Maps and chatted on your laptop to see who’s around?