Brutal Simplicity of Thought ─ How It Changed the World

Simplicity looks easy. It's not. It's easier to complicate than simplify. This book presents deceptively simple examples of concepts that have changed the world—from the single piece of paper that became the American Declaration of Independence, giving birth to the most powerful nation in the history of the world, to the symbol and line that enable us to write music. Thought-provoking and incisive, Brutal Simplicity of Thought is the distillation, in words and pictures, of the Saatchi method of creativity. This book started life as a training manual for Saatchi advertising employees, and its approach has shaped the Saatchistory for forty years. Its principles permeate the culture, philosophy and structure of one of the world's best known corporate brands. Whether you are a student, an artist, a manager, self-employed or a CEO, this book has something to teach us all: simplicity rules.

MAURICE SAATCHI graduated from the London School of Economics with first class honours. With his brother Charles Saatchi he established first Saatchi and Saatchi and then M&C Saatchi. He was made a life peer in 1996 and serves as part of the House of Lords Conservative Party.