Marketing has made us believe that simple = easy. This is an effective way to sell products. No one wants to buy something simple and difficult. The issue (besides lazy marketing), is that we have internalized this message as advice for how to live. If we get simple advice, we assume it will be easy. But when things are difficult, we assume it was bad advice. This is because we have internalized true = easy. The best advice is indeed simple. But don’t expect it to be easy.