Tag Archives: Bruce Greenwald

When everything becomes a toaster less is more

Incremental innovation can have transformational effects, but we must also understand the limits of pursuing further efficiencies.

Yesterday, I came across a post on Gizmodo about everyday products that were improved to be perfect. Just look at them, I know you’ll want to have a few of them. Though none of them are Apple products, Apple is probably the one company that any of us can point to that makes us crave their products.


Any talk of recent breakthrough innovations usually start with the iPhone, iPod and iPad. Yet what many don’t know is that Apple invented neither of them. Rather they, with their own point of view, made them accessible.

There are many factors that go into innovation adoption, one of them is timing, the other is the one most don’t get right. Our adoption of Apple products had to do with more than one thing, but the fact that they’ve made our interaction with technology as simple and seamless as possible is a big one. Whether or not Apple understood this from the beginning, it’s no secret that people gravitate towards simplicity.

But most businesses and people go for its common enemy: simplistic.

Here are the main differences between the two: