It was beautiful and simple,
as truly great swindles are.

(O. Henry)

Advertising creatives love simplifications. They are what our job is all about: Concentration. Compression. Compaction. Only if you are able to “reduce something to the maximum”, you will find simple ideas and pure concepts that get a message across.

Here´s something interesting on reduction. Although most of you might now this, it´s worth watching again, for it is very inspiring and really nicely executed. And it makes you think …

The original text was published in 1990 as “State of the Village Report” by Donella Meadows.

So: If the world consisted of 100 people, would you wanna be one of them …?