Simplexity is an emerging theory that proposes a possible complementary relationship between complexity and simplicity. The term draws from General Systems Theory, Dialectics (philosophy) and Design. Jeffrey Kluger wrote a book about this phenomenon that describes how house plants can be more complicated than industrial plants, how a truck driver's job can be as difficult as a CEO's and why 90% of the money donated to help cure diseases are given only to the research of 10% of them (and vice versa). The term has been adopted in advertising, marketing and other industries.