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1、SixSecretstoDoingLessPage1of3Published:January28,2013InnovationSixSecretstoDoingLessWhythebestinnovationstrategiesarerootedintheartofsubtraction.byMatthewE.MayInthepursuitofinnovation,leadersareoftenfacedwiththreecriticaldecisions:whattofollowversuswhattoignore,whattole
2、aveinversuswhattoleaveout,andwhattodoversuswhatnottodo.Manyofthemostoriginalinnovatorstendtofocusfarmoreonthesecondhalfofeachchoice.Theyadopta“lessisbest”approachtoinnovation,removingjusttherightthingsinjusttherightwayinordertoachievethemaximumeffectthroughminimummeansa
3、nddeliverwhateveryonewants:amemorableandmeaningfulexperience.It’stheartofsubtraction,definedsimplyastheprocessofremovinganythingexcessive,confusing,wasteful,hazardous,orhardtouse—andperhapsbuildingthedisciplinetorefrainfromaddingitinthefirstplace.Thesesixruleshelpguidet
4、hatdiscipline.1.Whatisn’ttherecanoftentrumpwhatis.AsJimCollinswroteina2003USATodayarticle,“Agreatpieceofartiscomposednotjustofwhatisinthefinalpiece,butequallyimportant,whatisnot.”DesignersoftheautomotiveyouthbrandScionessentiallyusedthisstrategyincreatingthefast-selling
5、andhighlyprofitablexBmodel,asmallandboxyvehiclemadeintentionallysparebyleavingouthundredsofstandardfeaturesinordertoappealtotheGenYbuyerswhowantedtomakeapersonalstatementbycustomizingtheircarswithtrendyoptions.BuyerswouldcommonlyinvestanamountequaltotheUS$15,000purchase
6、pricetooutfittheirxBwithflat-panelscreens,carbon-fiberinteriorelements,andhigh-endaudioequipment.Itwasn’taboutthecar,itwasaboutwhatwasleftoutofit—andthepossibilitiesthatabsencepresented.2.Thesimplestrulescreatethemosteffectiveexperience.Orderandengagementmightbestbeachi
7、evednotthroughrigidhierarchyandcentralcontrols,butthroughoneortwovitalagreements,oftenimplicit,thateveryoneunderstandsandisaccountablefor,yetthatareleftopentoindividualinterpretationandvariation.Thelimitsaresetbysocialcontext.Visitorstothe2012OlympicGamesenjoyedthe“shar
8、edspace”redesignofLondon’sculturalmecca,ExhibitionRoad.Itenabledmotorvehicles,pedestrians,andcycliststoshareth
