| _start --> | | | | presenting timeless beauty in the form of the |
| Most of us are familiar with the colloquial term "keep | | | | automobile. |
| it simple stupid" or KISS. The phrase, often used | | | | The world is so full of simple solutions to problems |
| derisively to pan a complex over-analysis of a | | | | that had been previously thought of as difficult that |
| problem, is part of the current idiom. The assumption | | | | we now take them for granted. The zipper is an |
| that simplicity is the preferred route to successfully | | | | excellent example. The ability to quickly dress and |
| discovering the answer to a particularly complex | | | | undress, construct garments with utility and thrift and |
| problem is actually grounded on a 700-year old | | | | style cloth fabrics into more functional clothing |
| philosophical theorem: Occam's Razor. | | | | designs was impeded for most of history by the |
| William of Occam was a 14th century Franciscan friar | | | | question of closures. Bits of leather, strings, crude |
| from England. His postulation, after intense study of | | | | buttons, stays and various other primitive devices |
| the complex questions pertaining to religion, | | | | were used to close a jacket coat or pantaloons. |
| philosophy and science, was that the route to | | | | Various closures were invented over the centuries, |
| answering difficult problems lay in shaving away the | | | | but the perfection and invention of the simple zipper |
| complicated, dense alternative propositions and | | | | revolutionized the art, and commerce of clothing |
| staying with the simplest, most obvious answer. The | | | | production. |
| simplest choice amongst a menu of options was | | | | The Post-It Note, the paper clip, the staple gun, the |
| usually the best route to understanding and deciding | | | | Bic pen, fire, the wheel, nylon, champagne, chocolate, |
| a proper course to take in addressing a problem. | | | | the printing press and myriad other inventions that |
| Occam's Razor, or as we moderns say, "keep it | | | | seem so simple and logical today were conceived by |
| simple stupid" is a rule that has proven timeless in the | | | | "keeping it simple stupid". Many a millionaire is rich not |
| pursuit of answers to the great open questions of | | | | because of a new algorithm, or advanced |
| commerce, science and philosophy. | | | | spectrometer design, but because they have found a |
| The great American designer, Raymond Loewe, was | | | | way to improve everyday life. |
| once asked: what was the perfect shape for design | | | | Occram's Razor does apply equally to advanced |
| enhancement? Mr. Loewe, the designer of the | | | | scientific and industrial problems. It is utilized, usually |
| Wurlitzer juke box, the Studebaker Avanti and | | | | unknowingly, to this day in the high tech world. |
| dozens of other trend making consumer products | | | | However, for inventors and entrepreneurs seeking to |
| thought for a moment and answered, "the egg". He | | | | market their idea, the simple assumption contained in |
| noted, "the egg is round, oval, oblong, is spherically | | | | this 700-year old postulation provides invaluable |
| variable from one end to the other, remarkably | | | | guidance. The answer you seek is probably near, |
| strong and yet fragile". The simple shape of the egg | | | | almost certainly contained in your life's experience. |
| had been invaluable to his creativity when addressing | | | | My consulting firm, Duquesa Marketing, reviewed |
| novel design ideas. | | | | over 600 products, services and inventions last year. |
| Note the lines in the world's most classic automobiles. | | | | I remain amazed at the creativity extant today. Very |
| The 1963 Jaguar XKE is the only automobile included | | | | few of the 600 will succeed commercially. Many |
| in the collection of the Museum of Modern Art in | | | | variables effect potential product success in the |
| New York City. Collectors still marvel at the stunning | | | | market place. Nevertheless, fully a third of these |
| profile of this car, the beauty of the low slung coach, | | | | reviews contained exciting creative and marketable |
| and the simple, almost minimalist lines of its bonnet. | | | | elements. Invariably these strong candidates for |
| Bugatti, Packard, Rolls Royce and Cord are just a | | | | market acceptance included the tenets of Occam's |
| few examples of rolling works of art that utilized an | | | | Razor. They provided simple, needed features and/or |
| understated, simple but elegant approach to | | | | benefits that address needs. |