When we want to simplify our lives, we just eliminate the stuff we don’t need. That means less stuff creates room for greater and more creative expression. There’s a kind of emancipation in limitation. Less decisions have to be made. We begin to focus inward more, on that organic creativity within the shell, And that’s where the pure stuff is.My own view is that minimalism has come to represent a style which is limited in its useful. It represents a proper reaction to complexity whereas simplicity relies directly on an understanding of the convolution and this is an important difference. One is about the surface, about the stuff and the other is about our experience and requires a deep appreciation of how things work so as to make them just simple enough to understand. The ‘less is more’ revival in todays world,it isn’t just happening in marketing. Its everywhere, That shouldn’t come as a surprise: the same need for seamless experiences and a fast and simple path to the information people wantexpands into all domains where they are involved and that is everywhere indeed — in an increasingly digital and very connected surrounding.