Aristotle talked about three kinds of work, whereas in our modern world we tend to emphasise only two. The first is theoretical work, for which the end goal is truth. The second is practical work, where the objective is action. But there is a third: it is poietical work.

Dieter’s design criteria can be summarised by a characteristically succinct principle, captured in just three German words: Weniger aber besser. The English translation is: Less but better. A more fitting definition of Essentialism would be hard to come by. The way of the Essentialist is the relentless pursuit of less but better. It doesn’t mean

why is it so hard in the moment to dare to choose what is essential over what is non-essential? One simple answer is we are unclear about what is essential. When this happens we become defenceless.

His observation was that you could massively improve the quality of a product by resolving a tiny fraction of the problems.

After a moment of reflection I realised that until I knew what was important right now, what was important right now was to figure out what was important right now!

This level of unity makes execution of their game plan relatively frictionless.

By focusing on work no one else was doing, they could create the knowledge, tools, and expertise to become the premier company in the world at presentations.

“the paradox of success,”

“Mindfulness helps you go home to the present. And every time you go there and recognize a condition of happiness that you have, happiness comes.”