The text discusses the importance of understanding where simplicity works in education and persuasion messages. It highlights that simplifying a concept can make it seem easy, but only if the underlying desire is already present. The author emphasizes the need to understand the cost-benefit trade-off for each task and how much users want to do it, as well as identifying the right approach (education, persuasion, or nudging) to target effective messages against them. By plotting out key features in a quadrant, businesses can determine where their problems lie and choose an approach that simplifies concepts or nudges users towards a goal. The text also cautions against using deceptive growth hacks and emphasizes the importance of focusing on the focus of content before sending messages.