Hello, my name is Andrew.

I've been all over the US and the world through school and the military. In all that time, I've spent countless hours filling up my bedroom, my dorm, and later, whole houses with stuff. I've moved over 15 times in the past 12 years.   I've watched and helped friends fill up their spaces with stuff. I, along with the rest of the developed world, have spent the better part of our adult lives searching, researching, buying, storing, and ultimately trashing stuff.

Why?  I think deep down, we hope everything we consume will make our lives better.  We are seeking tools - to help us look good, to save time, to connect us with other people, to our society, and our world.  We are hoodwinked into thinking that every purchase, every item will help us live stronger, help us live powerfully - we want this stuff to help us be extraordinary.

This site was built to identify the things that transcend petty "stuff"  and qualify as true life tools.  SIMPL=E (pronounced simplē) is the rubric I created to evaluate and identify these tools.  When you replace the stuff and instead embrace these tools, you can start to free yourself from the grips of consumerism and actually live an extraordinary life.

This is the SIMPL=E  Initiative.  Welcome!