"But God chose the foolish things of the world to shame the wise; God chose the weak things of the world to shame the strong." - 1 Corinthians 1:27

Three years ago, my friend had an idea.

"What if I just helped people clean their Airbnbs between guests? Like, that's it. Show up, clean, restock, leave."

I told him it was too simple. Too basic. "Anyone can clean. Where's the innovation? Where's the disruption? Where's the intellectual property?"

He shrugged and started anyway.

Last month, James sold his Airbnb cleaning business for £2.3 million.

I'm still looking for my "innovative disruption" whilst he's buying a house in Dubai with cash, that I just visited

You've been brainwashed into thinking business ideas need to be complicated to be valuable. That they need to involve AI, blockchain, or some revolutionary technology nobody's thought of yet.

So you dismiss the simple ideas. The obvious ones. The ones that seem "too easy" or "not innovative enough."

Meanwhile, someone else takes that "simple" idea, executes it properly, and builds an empire whilst you're still brainstorming the next Uber for something that doesn't need to be Uber'd.

Here's the truth that'll make you sick: The most profitable businesses solve simple problems in simple ways.

Let me show you some "too simple" businesses that are making their owners properly wealthy:

Dog walking service: "Anyone can walk dogs"
Reality: Rover is worth £1.2 billion

Food delivery: "It's just bringing people food"
Reality: Deliveroo went public at £5 billion valuation

Cleaning services: "It's just cleaning"
Reality: Molly Maid has 450+ franchises generating millions

Lawn care: "It's just cutting grass"
Reality: LawnLove raised £12 million in funding

Laundry pickup: "People can do their own washing"
Reality: Laundrapp was acquired for millions

Car washing: "Anyone with a bucket can wash cars"
Reality: Wype raised £1.2 million and operates across London

Every single one of these businesses does something "anyone can do." But "anyone can do it" doesn't mean everyone will do it well, consistently, and at scale.

Complex businesses:

Simple businesses:

Guess which one makes you money faster?

People will pay stupid money to avoid things they hate doing:

The opportunity: Pick one thing people universally hate doing and do it for them.

Time is the only thing wealthy people can't buy more of:

The opportunity: Sell time back to busy people who can afford to buy it.

Making normal things slightly easier:

The opportunity: Take existing services and make them 20% more convenient.

Sarah started cleaning houses in Bristol two years ago. Basic service. Nothing fancy. But she did three things differently:

She now has a waiting list, charges £45/hour (competitors charge £25), and has six people working for her.

Same business everyone said was "too simple." But executed with slight improvements that make all the difference.

Tom washes cars. In London. With a bucket and some cloths.

"Revolutionary"? Hardly.

But Tom:

He's now washing 200+ cars monthly at £35 each. That's £7K monthly revenue from something you dismissed as "too basic."

Here's the template for turning any "simple" idea into serious money:

Step 1: Pick a Universal Problem

Step 2: Add Your Twist

Step 3: Price for Value, Not Cost

Step 4: Scale Through Systems

These all sound "too simple" but have massive profit potential:

Local delivery service: Amazon doesn't deliver from local shops
Elderly tech support: Teaching oldies how to use smartphones/tablets
Plant care service: Watering plants for people on holiday/business trips
Prescription pickup: Collecting medications for busy/elderly people
Flat pack assembly: IKEA furniture that actually gets built properly
Bin cleaning service: Power-washing wheelie bins monthly
Key cutting delivery: Mobile key cutting that comes to you
Shoe repair pickup: Collecting and returning repaired shoes
Car MOT reminder service: Booking and managing MOTs for busy people

Every single one of these could generate £50K+ annually with proper execution.

Your ego wants complexity: Simple businesses don't sound impressive at dinner parties

You overestimate barriers: "Anyone can do this" means "I think it's easy"

You undervalue execution: Ideas are worthless; implementation is everything

You're seeking innovation: You want to invent something, not improve something

You fear judgment: Simple businesses feel "beneath" your qualifications

But whilst you're protecting your ego, someone else is building wealth.

Here's what separates the people making millions from simple ideas versus those still searching for complex ones:

The searchers: Spend months researching, planning, perfecting their idea
The executers: Start with version 1.0 and improve whilst earning

The searchers: Wait for the perfect idea that nobody else has thought of
The executers: Take obvious ideas and execute them better than anyone else

The searchers: Need everything planned before they begin
The executers: Figure it out as they go, using customer feedback

Guess who makes money first?

Day 1: List 10 "simple" business ideas you've dismissed as too basic

Day 2: Pick one and research who's already doing it locally

Day 3: Identify how you could do it 20% better/faster/more convenient

Day 4: Calculate potential revenue (customers × price × frequency)

Day 5: Test the market, post in local Facebook groups asking if people would pay for this service

Day 6: If you get positive responses, set up basic booking system (even just WhatsApp)

Day 7: Get your first customer

Then email me your results. Subject line: "I started my 'simple' business"

What if the business idea that could change your life isn't some revolutionary innovation you haven't thought of yet?

What if it's something so obvious, so simple, so "basic" that you've been dismissing it for years?

What if the reason nobody else is doing it properly isn't because it's not worth doing, but because everyone thinks someone else will do it?

"Unless you change and become like little children, you will never enter the kingdom of heaven." - Matthew 18:3

Children see simple solutions to complex problems. Adults overcomplicate simple problems.

Your childlike perspective might be your greatest business asset if you stop trying to be sophisticated.

Type A: Will keep searching for the "perfect" innovative business idea whilst dismissing simple opportunities as "beneath them." Will still be planning next year.

Type B: Will pick one simple business idea and start this weekend. Will have customers within a month and revenue within a quarter.

Which one makes more money?

You can keep looking for the next revolutionary business idea that nobody's thought of. You can keep dismissing simple opportunities as too basic. You can keep waiting for inspiration to strike.

Or you can pick something simple that people need, execute it better than anyone else, and build wealth whilst the "innovators" are still brainstorming.

The choice is yours. But choose knowing this: Simple ideas, executed well, create complex wealth.

Next week: The skill you learned in childhood that could make you £50K this year (if you stopped being embarrassed about it)

You have 7 days to start a simple business. Pick one problem. Solve it. Get paid. Or keep searching for complexity whilst someone else profits from simplicity.

David

P.S. My mate with the cleaning business? His "simple" idea now operates in three cities, employs 23 people, and runs almost entirely without him. Sometimes simple is sophisticated.

P.P.S. "The fear of the LORD is the beginning of wisdom, and knowledge of the Holy One is understanding." Proverbs 9:10. Wisdom often looks foolishly simple to those who think they're too clever for obvious solutions.

P.P.P.S. If you're still thinking "but these ideas are too simple," ask yourself: Would you rather have a simple business making £100K/year, or a complex idea making £0/year? Your bank account doesn't care about sophistication.