Matthew E. May spent over eight years as a close advisor to Toyota. During that time he developed an appreciation for the power of elegance. As he explains in this interview, all too often in order to make things better we focus on what we can add. However, many of the most powerful pieces of art and engineering achieve their power by having things removed from them. The iPhone was revolutionary because Steve Jobs removed the keyboard. Matt has written four books on business innovation, including In Pursuit of Elegance: Why the Best Ideas Have Something Missing and his latest The Laws of Subtraction: 6 Simple Rules for Winning in the Age of Excess Everything. You can follow him on twitter at @MatthewEMay. All of his books are available on Amazon.