Simplicity and Innovation

We use the term breakthrough simplicity to describe an approach to innovation that is rooted in finding new ways to make everything simpler. It’s a way of thinking that, once adopted, enables you to envision and pursue a wide range of possibilities that can lead to major breakthroughs.

This puts a fresh spin on “innovation”—that much-used, oft-misunderstood buzzword. There’s a tendency to think of innovation as coming up with the latest gadget, or adding new features onto existing ones. But the concept of breakthrough simplicity recognizes that today, the most powerful forms of innovation don’t manifest themselves in new bells and whistles. They take the form of better customer experiences (or patient experiences, or citizen experiences). And one of the best ways to improve any experience is to simplify it—to remove complications, unnecessary layers, hassles or distractions, while focusing in on the essence of what people want and need in that particular situation.



Antonio Ortiz

Antonio Ortiz has always been an autodidact with an eclectic array of interests. Fascinated with technology, advertising and culture he has forged a career that combines them all. In 1991 Antonio developed one of the very first websites to market the arts. It was text based, only available to computer scientists, and increased attendance to the Rutgers Arts Center where he had truly begun his professional career. Since then Antonio has been an early adopter and innovator merging technology and marketing with his passion for art, culture and entertainment. For a more in-depth look at those passions, visit

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