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Innovation 2.0: Do Less

Hidden Brain

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The Invisible Innovations: How Subtraction Led to Breakthroughs in Footwear

This chapter examines the idea of innovation that emphasizes removing elements rather than adding them, specifically through the case of air cushioning in shoes. It recounts the journey of an aerospace engineer whose initially overlooked idea revolutionized Nike's design approach and significantly impacted the athletic footwear market.

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