Tag Archives: services

Weekend innovation tip: Create new products and services using subtractive thinking

subtractive thinking

How do you create new products and services that deliver new value?

Using subtractive thinking by:


+ Create: Develop by designing from scratch
+ Improve: Build upon by enhancing what already exists


– Reduce: Minimize by taking down to the bare essentials
– Eliminate: Remove by doing away with entirely

Subtractive thinking applies to Business Models, Product Design and Brand Development. Here are some successful examples:

  • Saturn removed negotiations from the car buying experience.
  • Subway removed the traditional kitchen from the fast food restaurant.
  • Netflix removed the storefront from video rentals.
  • Little Caesar’s removed the restaurant from the pizzeria.
  • Apple removed complexity from the user interface.
  • Yellow Tail removed the pretension from selecting wine.