Subtraction leads to optimization.

Being simple means delivering a comprehensive value proposition in a simple way.

It is to absorb complexities just so that customers do not have to.

There are multiple ways to simplify a business solution.

Businesses can remove entry barriers for certain products or services, they can alleviate pain points embedded in certain products or services, or they can minimize the steps it takes for customers to benefit from certain products or services.

The ways are plentiful. The principle, however, is the same – subtraction.

Subtraction is to remove anything that may block or distract customers from engaging in the product or service – to keep the flow.

Customers want the flow. They want to experience the flow while reaping the benefits of products and services.  

Anything blocking or distracting the flow has the potential to channel customers towards those other options with the least resistance.

That’s the principle of subtraction – to subtract any obstacles that may block, distract, or undermine the flow just so that customers can experience the least resistance while interacting with the value proposition.

That way, less becomes more, and subtraction leads to optimization.

This optimization by subtraction, however, does not unfold by default; it’s by design.  

By default, businesses practice simple additions: more filters/steps/features = greater value.

By design, businesses enact the power of subtraction: fewer filters/steps/features = greater value.

Subtraction is a difficult, and sometimes scary, thing to do when all other businesses are doing addition.

But one thing businesses have to keep in mind is that this subtraction is not to merely simplify a value proposition but to enrich it.

It is to deliberately dig deeper and stretch wider to grab complexities in all dimensions, absorb them, and clear the ways for consumers.

It’s no easy task, and it can be very costly.

But the values these businesses deliver can be so richly layered and thoughtfully formulated that they can draw customers in for the sheer delightful experiences of breezing through while getting things accomplished.

That’s the power of rich values delivered in a simple way.

Not convinced? Let’s take a look at coconut water.

Who doesn’t want to drink coconut water fresh out of a coconut? But how many are actually doing it? Few if there are any.

Why? Well, one thing for sure is, it’s difficult to crack open a coconut. And it becomes more so when all that customers want is to quench their thirst right there and then.

So what should businesses do? They bottle the coconut water – to kill the freshness while saving the convenience.

But not Genuine Coconut. They figure out a different solution. They designed a patented, easy-opening system customers can use to drink raw coconut water right out of a coconut without any heavy tools.

It’s simple, it’s instantaneous, and it works.

Customers get to drink peak-quality coconut water with the least effort.

And that’s the power to enrich life in a simple way.

And that’s what we call ‘being simple’.