While speaking to Gold Award Achievers in Toronto in 2002, Tony Comper, past President and Chief Executive Officer of the BMO Financial Group, referred to the Duke of Edinburgh's (DofE) Award as a program "so brilliantly simple, it's simply brilliant." This ironic statement has echoed in the Ontario division of the DofE Award ever since. This article takes a closer look at the DofE Award and discusses why it is called a simply brilliant program. Certainly the aim the DofE Award is simple: Engage young people to take part in four activities for a prescribed period of time. However, upon closer examination, the DofE Award becomes more complex. Delving below the surface, one discovers that inherent in the award is a whole educative, self-awareness, challenge program. Moreover, the flexibility of the Award results in a personalized approach that caters to the needs of every individual and is thus custom-made for each participant. The structure of the program comprises four challenge components: physical fitness, skill development, community service and outdoor adventure. Each component fosters self-directed learning and personal development.