“It’s not that simple. If it were, everyone would do it.”
They believe most people already do the simple, obvious stuff, so there’s no advantage to doing those things. According to this logic, the only way to create the success they want is by finding hidden tricks or sophisticated strategies.
But dig deeper. The actual truth is more social and emotional than logical.
People reject simple solutions not because they don’t work but because people don’t want to look foolish doing what no one else is doing and believe they’re too good to do something so obvious.