Matthew E. May - author of In Pursuit of Elegance

Matthew E. May in his book, "In Pursuit of Elegance: Why the best ideas have something missing" offers a provocative case for achieving solutins that cut through the noise, engage the customer, touch our hearts and minds, and change behavior forever. These are 'elegant solutions' that involve doing less...and accomplishing more. He'll talk about how these subtractive strategies have proven so useful for companies from Apple to In-n-Out Burgers following four principles: Symmetry, Seduction, Subtraction and Sustainability.