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the power of suggestion is often stronger than that of full disclosure. Leaving something to the imagination piques our curiosity and can move us to action.

Eliminate what doesn’t matter to make more room for what does.

Kanso dictates that beauty and utility need not be overstated, overly decorative, or fanciful. The overall effect is fresh, clean, and neat.

In the months leading up to its June 2007 launch, it was hailed as one of the most-hyped products in history. To hype something, though, means to push and promote it heavily through marketing and media. Apple did the exact opposite: Steve Jobs demonstrated it at Macworld 07 just once.

The goal of fukinsei is to convey the symmetry of the natural world through clearly asymmetrical and incomplete renderings. The effect is that the viewer supplies the missing symmetry and participates in the creative act.

Leave room for others to cocreate with you; provide a platform for open innovation.

Datsuzoku signifies a certain reprieve from convention. When a well-worn pattern is broken, creativity and resourcefulness emerge.

Doing something isn’t always better than doing nothing.

Antoine de Saint-Exupéry: “Perfection is achieved not when there is nothing left to add, but when there is nothing left to take away.”