"Simplicity is not the goal. It is the by-product of a good idea and modest expectations"

This quote by Paul Rand speaks to the idea that simplicity is not something that is actively demanded, but rather something that is accomplished as a result of an excellent idea and modest expectations. Rand is suggesting that when an individual has a great concept and keeps their expectations in check, the result is often a simple option. This is because the idea is not overcomplicated and the expectations are reasonable. Simplicity is not something that can be forced, but rather something that is attained when the concept and expectations remain in balance. This quote motivates people to consider simplicity as a reward for having an excellent concept and keeping expectations in check.