Less Is More: How Industry Giants Like Apple and Philips Really Innovate

When does less equal more in new product development?
Jacob Goldenberg, Rom Y. Schrift  | Fall 2016
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This case draws on the methodologies described in Inside the Box: A Proven System of Creativity for Breakthrough Results, by Drew Boyd and Jacob Goldenberg, to distill the key aspects of the subtraction template as a means to encourage new product innovation. The subtraction template, as defined in the case, is a process guided by the notion that “less is sometimes more” and that value can be created by eliminating aspects of a product and reimagining the result for a new audience or new use. The case outlines the steps to follow when applying the subtraction template in business settings and includes a student exercise for classroom use.

Case ID: 170302
Supplemental Materials: Teaching Note

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