Issue 99 - 02 | The Laws of Subtraction: How to Innovate in the Age of Excess Everything

By Matthew E. May
Published Oct. 10, 2012 12:00 p.m.
“Our businesses are more complicated and difficult to manage than ever. Our economy is more uncertain than ever. Our resources are scarcer than ever. There is endless choice and feature overkill in all but the best experiences. Everybody knows everything about us. The simple life is a thing of the past. Everywhere, there’s too much of the wrong stuff, and not enough of the right. The noise is deafening, the signal weak. Everything is too complicated and time-sucking.

Welcome to the age of excess everything. Success in this new age looks different, and demands a new and singular skill: Subtraction.

Subtraction is defined simply as the art of removing anything excessive, confusing, wasteful, unnatural, hazardous, hard to use, or ugly—and the discipline to refrain from adding it in the first place.”

About Matthew E. May | In addition to The Laws of Subtraction, Matthew E. May is the author of four previous manifestos. He is also the author of three award winning books: The Elegant Solution, In Pursuit of Elegance, and The Shibumi Strategy. A popular speaker, creativity coach, and close advisor on innovation and design strategy to companies such as ADP, Edmunds, Intuit, and Toyota, he is a regular contributor to the American Express OPEN Forum Idea Hub and the founder of Edit Innovation, an ideas agency based in Los Angeles.

View 4 other manifestos by this author

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