Dumb-Thinking Tools

A curated collection of mental models to help you think "dumb".

The Uncomplicate Method

A mental model for cutting through complexity and finding the simplest solution possible.

What it is

This model is about rejecting overcomplication and embracing simplicity. Many solutions fail because they try to be too smart, too optimized, or too complex for their own good. Instead, this framework encourages asking, “What’s the simplest way to fix this without adding extra steps?”—and when you find it, it often feels like magic.

The best solutions often don’t require advanced thinking—just the courage to ask an obvious question and act on the simplest answer.

When to use it

When you're stuck on a problem that seems too big or overwhelming.
When a solution feels unnecessarily complicated.
When you're caught in over-analysis and can’t move forward.
When a process or system has become bloated and inefficient.

How it works

Spot the Overcomplication

What unnecessary steps or assumptions are making this harder than it needs to be?

Ask the "Duh" Question

“What would a total beginner suggest?” or “What if this were easy?”

Challenge the Default Thinking

“Why do we do it this way?”

Find the Simplest Fix

Strip away the excess and test the most obvious, direct solution first.

Test It Quickly

Implement a basic version and observe if it works.

Example 1: The Slow Elevator Problem

Problem

A high-rise office building was getting complaints that the elevators were too slow. Management considered expensive solutions like installing faster elevators or adding more shafts.

Model Approach

Instead of focusing on elevator speed, someone asked, “What if the real problem isn’t slow elevators but bored people?”

Simple Solution

They installed mirrors in the waiting areas. Complaints stopped. People became distracted checking themselves out instead of fixating on the wait time.

Example 2: The $300 Million Button

Problem

A major e-commerce site noticed that a huge number of customers were abandoning their shopping carts at checkout. Their complex login system required users to create an account before making a purchase, which seemed like a good idea—except it was driving people away in droves.

Model Approach

Instead of redesigning the entire checkout process or adding new features, someone asked, “What if we just… didn’t force people to sign up?”

Simple Solution

They replaced the “Register” button with a “Continue as Guest” option. That one tiny change led to an additional $300 million in sales the following year. The friction disappeared, and so did the cart abandonment problem.

Example 3: The Coffee Cup Sleeve

Problem

Jay Sorensen, a coffee drinker, burned his fingers while holding a hot paper coffee cup. This common issue caused discomfort and made it difficult to enjoy on-the-go coffee.

Model Approach

Instead of redesigning the cup or the coffee-making process, he asked, "What if there were a simple way to hold the cup without feeling the heat?"

Simple Solution

Jay invented the Java Jacket, a cardboard sleeve that slips over the cup, insulating the drinker's hand from the heat. This straightforward solution became a standard accessory in coffee shops worldwide, enhancing comfort without complicating the design.

Why it works

✓ Cuts through unnecessary complexity.

✓ Bypasses costly, time-consuming solutions.

✓ Encourages fast, actionable fixes instead of drawn-out optimizations.

Tips for applying

👉️ Ask: “What would a five-year-old do?”

👉️ Assume you have zero budget—how would you solve it then?

👉️ Look for the most obvious solution and test it before dismissing it.

If your solution needs an instruction manual, it’s probably too complicated.

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