The Paradox of Complexity—You Must Simplify Even as Life (and Markets) Get More Chaotic

During the information explosion of the late 20th century, marketers and psychologists realized people’s brains just aren’t designed to handle endless possibilities. Harvard psychologist Dr. George Miller famously found that most people can juggle only about seven meaningful items at a time in short-term memory—a principle that explains the shape of phone numbers and the power of simple slogans.

Companies ignoring this human limit—by launching too many product lines or messaging points—found their brands lost all meaning. Grocery shelves exploded with choices, but buyers remembered only the boldest or first-in-mind brands. Simultaneously, school programs, businesses, and even politicians who tried to be everything to everyone quickly became forgettable.

Psychological research names this 'cognitive overload.' When exposed to excessive options or information, the human mind copes by filtering, lumping, or outright ignoring. Mastery, effectiveness, and recall come from radical reduction, not addition.

Whenever you prepare to present, lead, or create, start by counting the number of messages or options you’re including. If you see more than seven, it’s time to combine, cut, or reframe—your goal is to fit within the limits of what people can recall and act on. Dedicate energy to repeating and reinforcing those core elements repeatedly, resisting the urge to add back unnecessary extras. The result will be sharper focus, stronger recall, and far less frustration for everyone. Try limiting your next project, menu, or meeting to seven or fewer points and see how quickly people start remembering.