Marketing, sales & UX laws · law 042
Tesler's Law
Also known as: Law of conservation of complexity
By Shivam Bhandari · Reviewed 31 October 2026 · How we write
what it means
Every system has a certain amount of complexity that cannot be removed — only moved between the user and the business.
How Tesler's Law works
Some complexity is essential: a loan still needs income checks, a delivery still needs an address. The question is who handles it — the customer, or your systems and staff.
Great products absorb complexity on the business side so the customer experience feels simple.
where it comes from
Attributed to computer scientist Larry Tesler, who worked at Xerox PARC and Apple, from the mid-1980s.
Tesler's Law examples in business
Taxes
Accounting software that pre-fills GST data handles complexity so the shop owner doesn't have to.
Travel
A tour operator handles visas, transfers, and bookings, so the customer only chooses dates.
Forms
An insurer fetches vehicle details from the registration number instead of asking ten questions.
How to apply it
- 1List the complex steps in your customer's journey.
- 2Decide which ones your team or systems can absorb.
- 3Use defaults, pre-filling, and smart automation to remove work from the customer.
- 4Accept that simplifying for customers may add work internally — and price for it.
common misreading
It does not mean complexity can never be reduced — accidental complexity can be removed; essential complexity can only be moved.
ask yourself
What complexity are your customers carrying that your business could carry for them?
put it into practice
Frequently asked questions
What is Tesler's Law?
Every system has a certain amount of complexity that cannot be removed — only moved between the user and the business. Some complexity is essential: a loan still needs income checks, a delivery still needs an address. The question is who handles it — the customer, or your systems and staff.
Who came up with Tesler's Law?
Attributed to computer scientist Larry Tesler, who worked at Xerox PARC and Apple, from the mid-1980s.
How do you apply Tesler's Law in business?
1. List the complex steps in your customer's journey. 2. Decide which ones your team or systems can absorb. 3. Use defaults, pre-filling, and smart automation to remove work from the customer. 4. Accept that simplifying for customers may add work internally — and price for it.
What is a common misunderstanding of Tesler's Law?
It does not mean complexity can never be reduced — accidental complexity can be removed; essential complexity can only be moved.