Innovation through reduction: the power of taking things away
Innovation through reduction shifts the focus from adding more to creating meaningful simplicity, reflecting key consumer trends.

Thomas Troch
23 January 2025
4 min read
It feels almost counterintuitive, doesn’t it? In a world where innovation usually means adding more – more features, capabilities and complexity – what if the next frontier is doing the opposite? Instead of piling on, what if the game-changer comes from paring back?
Our What Matters 2025 trends report reveals a surprising insight: people are craving simplicity. They’re no longer chasing ‘more’ for the sake of it. Instead, 77% of people are actively trying to appreciate what they already have, a trend we label as ‘reflective contentment’. People are redefining what value means in their lives. And here’s the surprising part – simplicity sells.
The art of taking away
The idea that “less is more” isn’t new, but it’s taking on fresh relevance. In fact, 76% of people indicate that they prefer to only buy what they need. This isn’t about sacrifice or deprivation; it’s about intentionality. People are recognising that abundance doesn’t always equal satisfaction. By stripping away the non-essential, they’re finding more meaning in what’s left behind, aa trend we call ‘mindful minimalism’.
For brands, this shift in how people view value opens up exciting opportunities to rethink how they deliver value. It’s no longer about adding bells and whistles to stand out – it’s about refining the essence of what truly matters.
Four brands mastering the art of less
Some brands are already leading the way in reductive innovation, proving that simplicity can be a winning strategy. The Nothing Phone stands out by doing something radical in the saturated smartphone market: focusing on less. Its sleek, transparent design and stripped-back interface offer a refreshing alternative to feature-heavy competitors. Their Glyph Interface replaces numerous notifications with simple light patterns, reducing digital noise while maintaining essential communication.

Then there’s the Dinner App, which simplifies meal planning. Borrowing the intuitive swipe mechanic from Tinder, it reduces decision-making to a simple yes or no. No clutter, no complex features – just clear, actionable choices that make planning dinner stress-free.

Even travel has seen a surprising twist with the rise of ‘raw-dogging’ flights. This trend sees travelers opting for flights without in-flight entertainment or distractions. It’s a consumer-led movement that strips the travel experience to its core, encouraging people to embrace simplicity and be more present.

Finally, Wise (formerly TransferWise) revolutionised international money transfers by eliminating traditional banking intermediaries. Their peer-to-peer system reduced costs, simplified the process and delivered transparency – proving that less complexity can equal more trust.

Why reduction matters now
So why is this the right moment for reductive innovation? Three factors are driving this shift:
- Choice fatigue: With endless options at every turn, decision-making has become exhausting. People crave simplicity that removes the burden of too much choice.
- Environmental awareness: Consumers are increasingly aware of the unsustainable cycle of constant consumption. Simpler, streamlined products align with their desire for more sustainable living.
- Mental space: Cognitive overload is real. People are recognising that protecting their mental bandwidth is essential and they’re willing to invest in products that help them do so.
These factors are reshaping what people want; simple products and services that resonate with their values and lifestyles.
The innovation paradox: simplifying isn’t simple
Here’s where it gets interesting – simplifying isn’t simple. In fact, it’s often harder than adding more. Innovating through reduction requires:
- Deep understanding of what truly matters to people
- Courage to remove seemingly important elements
- Skill to make remaining elements work harder
This explains why reductive innovation isn’t widely practiced. But for those who embrace it, the rewards are worth it.
Making reduction work: people at the core
So, how can innovation teams make reductive thinking part of their process? It starts with putting people at the centre and asking the right questions.
- Understand deeply
Before stripping anything away, you need to know what matters most. Use qualitative research to observe how people actually use your product. Map their journey to pinpoint pain points and moments of delight. Pay attention to what gets ignored or overlooked – these insights often hold the key to what’s truly essential.
- Audit ruthlessly
Take stock of every feature, function and detail through the lens of people’s needs. Compare this to actual usage data – does it align? Challenge every assumption and ask whether each element is genuinely adding value.
- Filter rigorously
To decide what stays and what goes, focus on three key questions:
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- Does it solve a real consumer problem?
- Do people actually use it?
- Would they miss it if it disappeared?
- Test and refine
Simplification isn’t a one-and-done process. Prototype, test and gather feedback at every stage. Use people’s reactions to refine your approach, ensuring the final product truly resonates.

Looking forward
Innovation through reduction isn’t about making things basic or stripped-down. It’s about thoughtful intentionality – focusing on what truly matters and having the courage to let go of the rest.
In a world overwhelmed with options and distractions, less really can be more. It’s time to rethink innovation, not as a race to add more but as an opportunity to create meaningful simplicity.
So, what about you? Have you experimented with reductive innovation? Did it lead to better solutions or uncover unexpected challenges? Let’s start the conversation – we’d love to hear your thoughts.
* The numbers in this article are based on 15 markets: AU, BE, CN, DE, FR, HK, IN, NL, PH, SG, TW, UAE, UK, US, ZA
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