- A principle advocating for simplicity in design, planning, or explanation.
- Suggests that unnecessary complexity should be avoided because simplicity leads to better functionality, understanding, or execution.
- The stupid is often interpreted as a reminder not to *be* stupid by overcomplicating things.
Explanation
Origin
- Widely attributed to Kelly Johnson, an aeronautical engineer at Lockheed Skunk Works in the 1960s.
- The original context was designing aircraft that could be repaired easily in combat conditions with basic tools.
- The principle has since been adopted across many fields: engineering, software development, marketing, military strategy, writing, etc.
Synonyms & Related Expressions
Alternatives
Slang/Informal:
- Dumb it down. (Can sound condescending, implies simplifying for a less capable audience)
- Boil it down. (Reduce to the essential elements)
- Cut the crap. / Cut the bullshit. / Cut the BS. (Vulgar, demands removal of unnecessary/dishonest elements)
Milder/Standard:
- Let's simplify this.
- Simplicity should be the goal.
- Let's focus on the essentials.
- We need to streamline this process.
- Less is more.
Situational Appropriateness
- Primarily informal to semi-formal, common in work environments (tech, design, business, military) and practical advice contexts.
- **Warning:** The word stupid can be easily offensive if directed *at* a person. It's safer when referring to a concept, process, or used self-deprecatingly. Often softened to just Let's keep it simple. Avoid saying the full phrase directly to superiors or clients unless the relationship is very informal.
Misunderstanding Warnings
- The word stupid is the main hazard. Ensure the context makes it clear it's not a personal insult but a principle about avoiding complexity.
Examples
- This user manual is way too dense. We need to apply the KISS principle.
- My approach to cooking? Keep it simple, stupid. Fresh ingredients, minimal fuss.
- Let's stick to the core message in the ad – KISS.
Dialogue
Manager: This workflow has too many steps. People are getting confused.
Team Lead: Agreed. We need to redesign it. Keep it simple, stupid. What's the absolute essential path?
Manager: Exactly. Let's map that out first.
Social Media Examples
- Tweet: Refactoring some old code and reminding myself: KISS! Keep it simple, stupid. #programming #coding #cleancode
- LinkedIn Post: The best marketing messages often follow the KISS principle. Clarity over clutter. #marketing #strategy #simplicity
- Forum comment: Your explanation is getting convoluted. Maybe try the KISS approach?
Response Patterns
- Agreement (Good point., You're right., Definitely.).
- Acknowledgment (Okay, let's simplify.).
- Sometimes defensiveness if the listener created the complexity (But these details are crucial!).
Common Follow-up Questions/Actions
- Leads to active simplification: identifying and removing unnecessary elements, clarifying language, streamlining processes.
- Discussion on *how* to achieve simplicity.
- Refocusing on core objectives.
Conversation Starter
- No. It's advice or a principle applied during a task, planning, or review process.
Intonation
- Often stated firmly, as practical advice or a reminder.
- Can sound matter-of-fact or slightly impatient if complexity is causing problems.
- Stress on SIMPLE, sometimes STUPID for emphasis: Keep it SIMPLE, stupid. or KEEP it SIMPLE, stupid.
Generation Differences
- Widely known in relevant professional fields across working generations. Less known outside those contexts.
Regional Variations
- Particularly common in American English, especially in business and technical fields, but understood internationally.