There is a difference between usability and simplicity. While there are generally not mutually exclusive, neither are the mutually inclusive in contrast. You ca

There is a difference between usability and simplicity. While there are generally not mutually exclusive, neither are the mutually inclusive in contrast. You can sell better usability and more simplicity, but you can't sell either by itself. It's more like an addendum than a feature itself. You don't sell simple or usable, you sell features, benefits, and economics, with simplicity and usability as an added bonus. A customer will choose the company with the feature set he/she needs/wants over the company without those features but with a better usability. Likewise, a customer will choose a company over another because of better usability and more simplicity provided that the features on both products are equal. Simplicity and usability is a bonus, not a selling point. Make sure your product is actually better than the rest before trying to sell simple. PD: If a product is over featured then it's equivalent to a simpler product with less feature and is a loser to a less featured project that has the correct features but better usability (Zendesk is a great example of this characteristic). Ipods needed to first be the best mp3 players in the market(feature wise, and design wise) and only then be the mp3 player with the best usability.