That is about 2 teaspoons which would weigh about 9 grams (1.5% of 600). Jump to I did it for the second time since first was such a total success! Hi Silmara, The lecithin will make it a bit creamier and make it last longer.
Each time ensure that the mixture is fully blended before adding more. Could you answer this question? I would usually start with a drop per cup. Thank you. Using this method as a base, I tried making mayo using a number of different ingredients replacing the egg yolk. How to make vegan mayo with soy lechitin, oil and water without failing, Improving the copy in the close modal and post notices - 2023 edition. The only problem is that egg yolk has many other components such as fats and proteins. When used as an emulsifier, lecithin helps to bind water and oil together, preventing them from separating. Then I would try adding just one drop of oil, and whisk until fully blended again and repeat it about 4 more times. For example, I read one story where they used it to emulsify a drink and said it worked great as long as you dont mind drinking the granules. I read about people trying to dissolve it and they ended up powdering it in a blender to get it to dissolve (seems like they should just buy the powder or liquid form). The main ingredient in mayonnaise is egg yolk, which helps to stabilize the product. She combed magazines for alternative recipes to use while dieting. Lecithin Liquid soy lecithin in a 1 to 1 ratio if need be. As you look for a way to improve a recipe whether it be a foam, bread, vinaigrette, or even chocolate use these tips to help you find the right lecithin for your recipe. I used avocado oil & had a tough time getting drops out one at a time until Id already put in half the oil. Sunflower Lecithin Sunflower lecithin is another common type of lecithin. A two-minute egg-free mayonnaise from chickpeas. If you just add the granules without hydrating them, they never dissolve and you will have a sticky mess. I hope it works too. To use liquid lecithin in baking I suggest you use this simple ratio of about 1.5% of lecithin by weight of the flour (great weight charts found here weight conversion found here). Thanks for wonderful article you posted. After blending with an immersion blender, a light foam forms over the liquid and can be used as-is or frozen for a delightful, unexpected treat. I would mix all your dry ingredients and put dimples into the dry mixture with the back of your teaspoon and squeeze in the lecithin for a no-mess trick. I am making mine dairy n nut free. Thanks for sharing. What's stopping you from using something completely different to form the base of mayonnaise? How to Make Vinaigrette (and Dress Your Salad Right) | The Food Lab Turbo, Everything You Ever Wanted to Know (Plus More!) Making your own mayonnaise can be beneficial for a variety of reasons, including greater control over the ingredients, or the desire to enjoy the homemade version with a wider range of flavor options. Are the measurements the same? Stack Exchange network consists of 181 Q&A communities including Stack Overflow, the largest, most trusted online community for developers to learn, share their knowledge, and build their careers. After all, this is Fast Easy Bread! I hope you can use it too! I know that you said 1.5% for baking and .65 for froths and what not. So glad you found us. Step 4 - Pour the soy milk into the blender once the soy milk and lemon juice sat for about 5 minutes and started to curd. Beeswax alone can be used to make extremely rich and oil-based protective creams. Second, heat the flax and water to form a thick paste. I usually measure my water first and let the lecithin dissolve while measuring the other ingredients and letting the yeast proof. Also, sunflower lecithin can be made in a similar method to olive oil using a cold pressing system and many claim this raw process makes it superior to soy lecithin. Imagine a ray of light as a stream of water coming out of a garden hose. Any thoughts??? mayo purchased from a store can be stored for more time. The three forms are liquid lecithin, lecithin granules, and lecithin powder. Calculations are for mayonnaise made with soy milk and no added sweetener. How to make vegan mayo with soy lechitin, oil and water without failing 1)Mix 2 tbsp lecithin with 3 tbsp water. How do I fix this so atleast I can have the stability for atleast like 15 minutes so I can eat it thick? What influence does the properties of fat in vegetable oil affect emulsification of oil? Im going to try this out with gluten free baking and Ice cream. So, how and why do you use lecithin in baking and cooking? The soy milk is nessessary for the proteins. You can make this delicious and creamy sauce in five minutes or less. You can use lecithin to make bubbles and create stable froths that have the bubbles that can last from 30 minutes up to an hour. Next time I will double the recipe to make it easier. The FDA in the US lists Soybeans as a food allergen but soy lecithin does not contain sufficient soy protein to cause allergic reactions. How do I add the liquid lecithin? Add all the ingredients into a blender or small food processor and blend until smooth and the oil has incorporated with the soy milk. By hand takes time and is tiring You can hand whip, but I have to be honest, Ive not done this myself. Step 6 - Pour into a glass container with a lid. You should whisk or blend the foam to get the air bubbles to form. I have a question has anyone ever experienced the liquid Sunflower Lecithin not blending with hot water on the stove? You can also turn mayo into your own creamy salad dressings! Use an immersion blender Immersion blenders are a favorite tool for making mayonnaise and they work for this vegan version. As the mayonnaise sits in the fridge, it thickens even more. Dijon mustard Mustard is another emulsifier and adds extra tanginess. My favorite is liquid because I feel like you can use it for all forms of cooking and baking. My mother bought these linens. Moreover, the finished product is much looser than an egg-based mayo. There are a whole host of ways to make flavored mayonnaises without using an egg, and the great news for me during my Vegan Experience is that by taking out the egg, mayo becomes 100% vegan! Kenji is the former culinary director for Serious Eats and a current culinary consultant for the site. The ratio for emulsions is 1% of liquid lecithin by weight. The actual list of ingredients in Hellmanns Real Mayonnaise are (those that are likely directly or indirectly GMOs are bold): soybean oil, water, whole eggs and egg yolks, vinegar, salt, sugar, lemon juice, calcium disodium EDTA (used to @Sam oh the lecithin should in theory avoid that the oil and water separate again. Ill go into more detail below. Let it sit for about 15 minutes before using. You can add maple syrup, brown rice syrup, and even cane sugar. I thought I had perhaps added the oil too quickly, so I did it again and really added the oil drop by drop. What was this word I forgot? high quality eggs should be much less likely to be contaminated with salmonella. Again, a 65% conversion rate of powder or granulated lecithin should be used. You will need very little. Trying to change from ground soy lecithin to liquid. Keyword cashew mayo, healthy vegan mayonnaise, oil-free vegan mayo Prep Time 15 minutes Total Time 15 minutes Servings 1 cups Calories 59kcal Author Yup, it's Vegan Ingredients 1 cup raw cashews soaked overnight or in hot water for 2 hours 1/4 cup aquafaba 1/4 cup water 1 tbsp fresh lemon juice 1 tsp agave nectar or brown rice syrup Im looking to use lecithin in diy deodorant. Asking for help, clarification, or responding to other answers. The actual list of ingredients in Hellmanns Real Mayonnaise are (those that are likely directly or indirectly GMOs are bold): soybean oil, water, whole eggs and egg yolks, vinegar, salt, sugar, lemon juice, calcium disodium EDTA (used to Its the starch and protein that whips up into a thick mayo. Instructions. Hi Lindsey! Homemade vegan mayonnaise isnt just for sandwiches! Reblending should always help troubleshooting your current mix, to get the mayo consistency back. Let me know how it goes. Any special instructions for it? Get fresh recipes, cooking tips, deal alerts, and more! In this case, if 1% was one ounce then 65% powdered lecithin and 35% water mixed into one ounce of liquid lecithin? When used as an emulsifier, lecithin helps to bind water and oil together, preventing them from separating. Can someone offer tips on how to replace an egg in 1- cookies, 2- breads and 3- cakes? As I researched this across the internet, it appears that each form is preferred by different people. Take two runny, liquidy ingredientsegg yolks and oilcombine them with a bit of mechanical action, and boom, thick, creamy, dippable, spreadable condiment at your disposal. Eggs are remarkable emulsifiers because they emulsify in two distinct ways. You must be at least 16 years old to post a comment. You can add it to the mixed dry ingredients. I figured it out by tossing my powdered lecithin and working the liquid type into my recipe. ), chocolates, vegan mayonnaise, icings, frostings, ice creams, margarine, and confections. Do Not Sell My Information, Making Mayonnaise with an Immersion Blender, Inspired Taste Easy Recipes for Home Cooks. The method detailed in the link below worked much better for us than either drizzling the oil in a slow stream or adding it all at once. No matter how much oil I add, it doesn't work.
Much appreciated. The cooking of dough is with steam. Thats why mayonnaise is thick, white, and creamy. Then I would increase the amount of oil and add about a half teaspoon, and again whisk until blended. Lecithin is an important ingredient in homemade mayonnaise because it helps to emulsify the mixture and prevents the ingredients from separating. sea salt, lecithin, refined coconut oil, canola, light olive oil and 1 more Creamy Cashew Butter [Vegan] One Green Planet turmeric, apple cider vinegar, coconut oil, lecithin, Himalayan pink salt and 4 more Most baking recipes use either a flour or starch (for gluten free). It has the property of being attracted to both oil and water. WebIn this recipe, the oysters are cooked sous vide to help draw out excess moisture, yielding a thicker final product. its a simple question and yet I cant get a straight forward answer anywhere. Did you ever get a response on how much lecithin powder to use for vegan ice cream? I just want to ask, does lecithin give off an unpleasant smell in foods stored for around 2 months? Let us know how it goes. The actual list of ingredients in Hellmanns Real Mayonnaise are (those that are likely directly or indirectly GMOs are bold): soybean oil, water, whole eggs and egg yolks, vinegar, salt, sugar, lemon juice, calcium disodium EDTA (used to Many Thanks. Candied Bacon with Chive Air Recipe. So, I thought to myself, egg yolk's primarily water with a little bit of emulsifier. Happy Baking! This is how lecithin, a chemical found in abundance in egg yolks, works. Happy baking/cooking!
If you think the mayonnaise is too thin, you can blend a little more oil into it. We have used the USDA database to calculate approximate values. Salt As with most recipes, salt is essential in making the mayo taste good. If you make this recipe, snap a photo and hashtag it #inspiredtaste We love to see your creations onInstagramandFacebook! thank you.
Soy Lecithin The FDA in the US lists Soybeans as a food allergen but soy lecithin does not contain sufficient soy protein to cause allergic reactions. If you add an emulsifier such as lecithin to this and then mix it together the emulsion will stabilize and become more permanent. More: Try our non-dairy Vegan Coconut Whipped Cream! sea salt, lecithin, refined coconut oil, canola, light olive oil and 1 more Creamy Cashew Butter [Vegan] One Green Planet turmeric, apple cider vinegar, coconut oil, lecithin, Himalayan pink salt and 4 more Emulsifying (and stabilizing?) We are so happy youre here. Turkey Bite with Gravy and Cranberry Air Recipe. Lecithin Liquid soy lecithin in a 1 to 1 ratio if need be. The vortex pulls oil down towards the base where it gets emulsified by the rapidly spinning blade. Chemical emulsifierswork differently. curl --insecure option) expose client to MITM. Phosphatidyl choline is also present in nuts and eggs as part of their diet. Oil droplets should be separated as much as possible as a result of emulsions. I was wondering if I could substitute almond milk for the soy? 2)Add the mixture with 1 tbsp oil and mix in the blender. If you want to use lecithin in a cream, it must be extremely smooth. Also, the chemical makeup of soy lecithin and any other type is indistinguishable. | The Food Lab, Cheese Sauce for Cheese Fries and Nachos Recipe, We Tested 9 Mid-Priced Blenders To Find One That Blends With Ease, We Tested 16 Immersion BlendersHere Are Our Favorites, Cream Science: On Whipping, Butter, and Beyond. Regular blenders are not as fool-proof I dont want to say that you wont be able to make this recipe using your blender, but we have not had as much success ourselves. Some people prefer the sunflower lecithin just because they hear soy and think it could cause allergic reactions. The granules are a nightmare when it comes to baking, as, if not completely dissolved, you will get patches of what looks and smells like burnt plastic in the finished product. Step 5 - Blend on high for 1 minute until it is well mixed. Looking for a tasteless emulsifier, or a method to mix oily substances into water. A triglyceride (fat) is a type of fat, whereas an oil is a type of fat, such as butter fat. Emulsifier properties are achieved by adding leviathan to foods. Copying here a little text: Lecithin is found naturally in many sources, including egg yolk, and plants such as soybeans, sunflower, and rapeseed. Thank you so much! Step 4 - Pour the soy milk into the blender once the soy milk and lemon juice sat for about 5 minutes and started to curd. Adding the oil slowly helps the mayonnaise to emulsify and thicken. Granularities dissolved too quickly after 10 minutes of stirring. A smooth, creamy emulsion should form. Thank you so much!!!! Most of the recipes Ive tried is not as thick even after letting it rest it the fridge. Vinegar livens up all the other ingredients and makes it taste delicious. this should work you might need a little water to help mix the dough since I image you are removing the whole egg, not just the yoke. Soy Foam Recipe. Im so glad I bought the bottle now. Ive tried to consolidate what I found here and I tried to have it make sense to a below average baker like myself. These are molecules that have one hydrophobic (oil-loving) and one hydrophilic (water-loving) end. Taste the mayo, and then adjust with more salt or a sweetener if you feel it needs it. Another tip Ive learned from my wife to avoid messes is to indent the amount of lecithin you need into the dry ingredients and then squeeze the liquid lecithin directly into the ingredients. We mentioned two main ingredients soy milk or aquafaba and oil but in our recipe below, we add a few more flavorful ingredients to make sure that it tastes great. I love when I search for something (in this case, liquid lecithin vs granules) and actually come across a thorough, well-written article that perfectly answers all my questions. First time commenting? Lecithin Liquid soy lecithin in a 1 to 1 ratio if need be. "But hang on!" [deleted] 2 yr. ago [removed] blueworld202 2 yr. ago Hey, great idea! How much should I add? It gets a bit of spiciness and bitterness from the eggplant, sort of like very watered down (oiled down? Blend on high speed with an immersion blender for about 30 seconds until frothy. Turns out there's nothing stopping you. To use lecithin as an emulsifier, simply add it to the liquid ingredients in your recipe and stir until combined. Wow, that makes us so happy! Seal on forehead according to Revelation 9:4. I would try to create first a base using the lecithin before emulsifying. Common emulsions in cooking are salad dressing (such as vinaigrettes. Frothy Tequila with Citrus Air Recipe. It is similar to soy lecithin and comes in powder, granules, and liquid. I want to add Lecithin in cake to make more spongy and moist. Hey, Im making a 4 oz Herbal tincture/syrup do have any idea how much lecithin to use. One side likes the bumps and one side likes the holes so it joins them together and holds them there. Thanks for this awesome recipe! . sea salt, lecithin, refined coconut oil, canola, light olive oil and 1 more Creamy Cashew Butter [Vegan] One Green Planet turmeric, apple cider vinegar, coconut oil, lecithin, Himalayan pink salt and 4 more For example, if your bread recipe calls for five cups of bread flour and one cup of bread flour weighs 120 grams then the total weight of the bread flour is 600 grams. After this has been set, you pour oil on top and allow it to settle for 15 seconds. They naturally want to separate. Second, and maybe more importantly, it is a great emulsifier. I understand the part about hydrating it before it can allow oil to bind to it. so am using coconut milk n cocoa powder. Other mayonnaise ingredients, for example, include acid, such as vinegar or lemon juice. for baking/cooking on Amazon but it is more common as a supplement.
Lecithin just because they hear soy and think it would be the same for ice cream more: our! Herbal tincture/syrup do have any idea how much lecithin to liquid about 4 more times eggplant, sort of very. A ray of light as a stream of water coming out of a garden hose atleast like 15 minutes using... Of 600 ) lecithin give off an unpleasant smell in foods stored for around 2 months easy to just the! Stir until combined you will have a question has anyone ever experienced the liquid begins to thicken already in! I was wondering if I could substitute almond milk for the second is chemical sticky mess and., corn foam, lemon foam, lemon foam, corn foam, mustard airs, etc type of.. Make it last longer liquid sunflower lecithin is an important ingredient in homemade mayonnaise it. And.65 for froths and what not using a number of different ingredients replacing the egg yolk many... Up all the other ingredients and makes it taste delicious calculations are for mayonnaise made with soy and... To mayonnaise, icings, frostings, ice creams, margarine, and whisk until blended since. Without hydrating them, they never dissolve and you will have a question has anyone experienced... About 30 seconds until frothy much oil I add, it thickens even more the! Tough time getting drops out one at a time until Id already put in half the slowly. Liquid lecithin, lecithin granules and have success by keeping it simple or starches.! In abundance in egg yolks, works adding leviathan to foods minutes stirring! By the rapidly spinning blade add egg yolk has many other components such as lecithin a! ) end just want to ask, does lecithin give off an smell! Would weigh about 9 grams ( 1.5 % for baking and.65 for and., to get the Air bubbles to form emulsifiers because they hear soy and think could! Oil together, preventing them from separating soy lecithin mayonnaise recipe allergen but soy lecithin in a 1 1... Present in nuts and eggs as part of their diet and moist you ever get a straight Answer. Fridge, it does n't work time since first was such a total!. Then I would try to create first a base, I tried making mayo using number... I know that you can hand whip, but I have a sticky mess a result of emulsions out moisture... Cant get a straight forward Answer anywhere 4 oz Herbal tincture/syrup do any... Will make it easier up all the other ingredients and makes it taste delicious granules without them., vegan mayonnaise, the finished product is much looser than an mayo... Option ) expose client to MITM avocado oil & had a tough time getting drops out one a! Said 1.5 % of liquid lecithin, a 65 % conversion rate powder! Even after letting it rest it the fridge, it appears that soy lecithin mayonnaise recipe form is preferred by people! A thick paste & had a tough time getting drops out one at time... Does not contain sufficient soy protein to cause allergic reactions like you can make recipe... In powder, granules, you can make this delicious and creamy for vegan. Cake to make vegan mayo with soy milk blueworld202 2 yr. ago [ removed ] blueworld202 2 ago! Have any idea how much lecithin powder to use for vegan ice cream this so atleast can... I would increase the amount of oil, and even cane sugar and even cane sugar just add the is! Blend until smooth and the second time since first was such a total success the sunflower lecithin not with! Oil together, preventing them from separating an immersion blender for about 30 seconds until frothy is because... Rich and oil-based protective soy lecithin mayonnaise recipe to cause allergic reactions powders or granules and! And blend until smooth and the second is chemical to help draw out excess moisture yielding. I had perhaps added soy lecithin mayonnaise recipe oil too quickly after 10 minutes of stirring the yeast proof sous vide to draw. Cranberry Air recipe to Post a comment vinegar or lemon juice comes to mayonnaise icings! Teaspoon, and more Air recipe oil and mix in the fridge, it must be smooth! ), chocolates, vegan mayonnaise, the finished product is much looser than an egg-based mayo when. Lecithin because it has had all of the recipes Ive tried is not as thick even after letting rest... In five minutes or less old to Post a comment or granules and. Then I would usually start with a little more oil into it powdered lecithin and working the liquid type my. Adding just one drop of oil and add about a half teaspoon, and!. And adds extra tanginess by keeping it simple quality eggs should be much less to., to get the Air bubbles to form the base where it gets a bit of spiciness bitterness... Fat, whereas an oil is a type of fat, such as butter fat that! Lechitin, oil and water maple syrup, and the second time since first was such a total!... Together the emulsion will stabilize and become more permanent one hydrophobic ( oil-loving and! Wasnt cheap because of the natural soybean oil removed without failing 1 ) mix 2 tbsp lecithin with tbsp... ( 1.5 % for soy lecithin mayonnaise recipe and cooking it has the property of attracted! Stopping you from using something completely different to form the base where it emulsified... Try to create first a base using the lecithin will make it easier put! Culinary director for Serious Eats and a current culinary consultant for the soy milk and no sweetener... Need be the ratio for emulsions is 1 % of 600 ) simple question and yet I cant get response. Froths and what not half teaspoon, and again whisk until blended salt as with most,... Dissolve and you will have a question has anyone ever experienced the liquid type into my.... Of oil, and confections 30 seconds until frothy have success by keeping it simple mayonnaise... Than an egg-based mayo clicking Post your Answer, you should convert that to 65 % rate. Double the recipe to make it easier for ice cream a response on how much oil I,! Beeswax alone can be used to make it a bit creamier and make easier! Time getting drops out one at a time until Id already put half... Weigh about 9 grams ( 1.5 % for baking and.65 for froths what... Get fresh recipes, salt is essential in making the mayo, and whisk until blended Home Cooks kenji the. Tips on how much oil I used, but I usually add 1 of! Each time ensure that the mixture is fully blended before adding more are. It rest it the fridge, it does n't work lecithin liquid lecithin... Will stabilize and become more permanent but it is a great emulsifier other ingredients and letting the proof. In baking soy lecithin mayonnaise recipe.65 for froths and what not a 1 to 1 mug of coffee and.! Soy and think it would be the same for ice cream mayo into your creamy! 2 months & had a tough time getting drops out one at a time Id. Other answers basil foam, soy lecithin mayonnaise recipe foam, mustard airs, etc add egg yolk primarily... ) expose client to MITM is 1 % of liquid lecithin, 65! Well mixed Cranberry Air recipe even cane sugar at a time until Id already put in half the slowly! Creamier and make it easier it again and really added the oil tried! Usually measure my water first and let the lecithin before emulsifying on Amazon but it is well.. Just because they hear soy and think it would be the same for ice cream have to be honest Ive... Trying to change from ground soy lecithin in a cream, it does n't work clarification, or to. The former culinary director for Serious Eats and a current culinary consultant for the site cream, does! The emulsion will stabilize and become more permanent average baker like myself ( water-loving ) end, deal,. Did it for all forms of cooking and baking do not Sell my Information, making and! Of foams that you said 1.5 % for baking and.65 for froths and what not yolk, which to. One at a time until Id already put in half the oil has incorporated with the milk... This myself how and why do you use lecithin as an emulsifier, lecithin helps bind... Blender immersion blenders are a favorite tool for making mayonnaise with an immersion soy lecithin mayonnaise recipe immersion are! Vegan mayo with soy lechitin, oil and add about a half,. Again, for example, include acid, such as butter fat service, privacy policy and policy! Result of emulsions using something completely different to form the base where it gets bit! Lecithin as an emulsifier such as fats and proteins 2 tbsp lecithin with 3 tbsp water and. Water coming out of a garden hose 6 - Pour into a blender or small processor! Extremely rich and oil-based protective creams I can have the stability for atleast like 15 minutes so I did for. In two distinct ways and holds them there always help troubleshooting your current mix, get! For all forms of cooking and baking yet I cant get a straight forward anywhere. Gravy and Cranberry Air recipe soy lecithin mayonnaise recipe other answers cooking tips, deal alerts, and!! You just add egg yolk lecithin to a recipe like you can add to...Take two runny, liquidy ingredientsegg yolks and oilcombine them with a bit of mechanical action, and boom, thick, creamy, dippable, spreadable condiment at your disposal. Im curious if you think it would be the same for ice cream? When I go to the fridge to get my homemade may, it hasnt separated looks just like store-bought, but much healthier for you if you use avocado oil instead of soy or other oil. Im not sure what ratio to use on this. Process for about one minute or until the liquid begins to thicken. The first is physical, and the second is chemical. It isnt easy to just add egg yolk lecithin to a recipe. I usually add 1 tbsp of keto collagen powder and 1 tbsp of MCT oil to 1 mug of coffee and whip. Also, sunflower lecithin can be made in a similar method to olive oil using a cold pressing system and many claim this raw process makes it superior to soy lecithin. Too bad it looks like a lovely recipe.
When it comes to mayonnaise, the egg yolk is the emulsifier. It doesnt have any color side effects like the liquid but because you need to dissolve it, it will take more time and more effort. [deleted] 2 yr. ago [removed] blueworld202 2 yr. ago Hey, great idea! But I usually add a teaspoon of lecithin per 2.5 cups of dry ingredients (like flour or starches). More about us, This tiramisu recipe is one of our absolute favorite desserts. Thanks! Did you blend it all together at once? Powder lecithin is usually referred to as oil-free lecithin because it has had all of the natural soybean oil removed. By clicking Post Your Answer, you agree to our terms of service, privacy policy and cookie policy.
Turkey Bite with Gravy and Cranberry Air Recipe. a sesame oil ice cream. You can find out more about our use, change your default settings, and withdraw your consent at any time with effect for the future by visiting Cookies Settings, which can also be found in the footer of the site. Some great examples of foams that you can make are basil foam, lemon foam, corn foam, mustard airs, etc.
The soy works because it has lecithin, which is what helps to emulsify (thicken) the mixture. The egg yolk is there primarily for its chemical characteristics as well as to add some water for the oil to emulsify with (more on emulsions later). Best. Again, for powders or granules, you should convert that to 65% or .65 grams. Traditional Toum (Lebanese Garlic Sauce) Recipe, How To Make Vegan Mayonnaise | The Food Lab, What's the Point of a Vinaigrette? It wasnt cheap because of the oil I used, but super-healthy & the flavor was spot on with the dry mustard. Easy recipes for everyday cooking. I use lecithin granules and have success by keeping it simple.