We know that sentences are better than paragraphs. Two bullet points are better than five. Easy words are better than hard words. It's a bandwidth issue: The more we reduce the amount of information in an idea, the stickier it will be. Simple = core + compact Proverbs are helpful in guiding individual decisions in environments with shared standards. Those shared standards are often ethical or moral norms. Proverbs offer rules of thumb for the behavior of individuals. The Golden Rule, "Do unto others as you would have them do unto you," is so profound that it can influence a lifetime of behavior. (…) Great simple ideas have an elegance and a utility that make them function a lot like proverbs. Cervantes's definition of "proverbs" echoes our definition of Simple ideas: short sentences (compact) drawn from long experience (core).