Innovation Sighting: Buttons That Lie and the Subtraction Technique

The Subtraction Technique is a method of innovation that involves removing an element of a system to create new value or benefits. For example, the placebo button found in elevators and crosswalks is a perfect example of this technique. Although it has no effect when pressed, it gives people the illusion of control. This technique can also involve replacing the missing element with something from the Closed World, an invisible boundary around the problem. By following a five-step process, this technique can lead to new products or services that are valuable and feasible.