As I have mentioned before, I have been working with Professor Rachel Cooper and her merry band as they create Imagination@Lancaster. Being involved in this project has made me think deeply about what makes people creative and what role imagination plays in it. As with most things, there are a number of factors, but the one I want to look at here is simplicity. To me, simplicity is central to the new relationships that are emerging with consumers. Swamping consumers with complicated information might have worked when they were prepared to be passive receivers, but no longer. Hide important facts in a blizzard of statements and someone will find you out. The better course? Great ideas, simply put.