Pattern 1: Subtraction

Despite a seemingly worldwide push for “more, more, more,” the SIT method shows that sometimes more comes from less.

The Subtraction Technique encourages innovators to remove something from an existing product or service. This is often something that was previously thought to be essential to the product or service, but removing it could help

Removing the ear covers from traditional headphones gave us “ear buds” placed inside one’s ear. Subtracting the polymer from permanent markers created the dry-erase marker. Defying all logic, Apple took out the calling feature of its popular iPhone to create the iTouch and has sold sixty million iTouches since.

Read how the Subtraction Technique has been applied in real world examples