One Button Won

You've watched the features pile up. More buttons. More options. More complexity.

And something in your gut said: "This is making things worse, not better."

You were right.

Toniebox hit $650 million in revenue in 2024. One button. No apps. No Bluetooth pairing. No firmware updates.

Parents buy them because they work. Ten million units sold.

The pattern repeats everywhere you look. The products that scaled fastest, the ones that dominated their categories, won by removing features, not adding them.

Every feature is a promise you have to keep. Every option is a decision the user has to make. Every button is a potential point of failure.

Complexity feels like progress.

It's actually drag.

Organizations are one-way complexity ratchets. That's why Why Nothing Gets Simpler hits so hard. The same principle applies to teams. Small Teams Ship because they don't have coordination overhead eating their capacity.

The next time someone in the meeting says "let's just add one more thing," remember the Toniebox. It outsells the sophisticated alternatives. Not because customers are unsophisticated. Because The Speed of Being Wrong matters more than the breadth of being right.

Simplicity isn't a phase you grow out of. It's the destination everyone else is trying to find.

One button. $650 million. The Momentum Engine shows the path.