The subtraction technique

Voiceover:Take a look at these four items…and tell me what do they have in common.…Here you see an exercise bicycle,…a package of powdered soup, a contact lens,…and a child's highchair.…The kind that slips over the edge of the table.…Do you see it?…Most people would answer that they're all consumer goods…or that they all provide convenience to the consumer.…And while that's true, that's not what I'm looking for.…Take a look at how they were constructed.…Compare them to an earlier form of the product.…

Now do you see it?…Each of these items has had something subtracted…from an original form of a product.…The exercise bicycle has had the rear wheel removed.…The powdered soup has had the water removed.…What about the contact lens?…It's had the frame removed.…And the child's highchair has had the legs removed.…Man with gray hair: All four of these products…are examples of what can created…using the subtraction technique.…Let me show you how to use it.…

First we define subtraction as the elimination…of an essential component rather than the addition…