Book Review
Think like The Minimalist
Authors : Chirag Chander and Sahil Vaidya
Reviewed by Ram Narayanan
Reviewed by Ram Narayanan
This compelling book is authored by two exceptionally talented individuals who first crossed paths as batchmates at IIT Bombay. Their camaraderie took root during shared auto-rickshaw rides across Mumbai, a unique experience that laid the foundation for their collaborative journey. Together, they pioneered the groundbreaking concept of “Minimalist Thinking”, a methodology that emphasizes creating simple yet powerful advertising campaigns with nuanced and impactful messages.
Today, they are sought-after consultants for leading global companies through their creative solutions firm, The Minimalist, which has earned a coveted spot among LinkedIn India’s Top 25 Startups.
Today, they are sought-after consultants for leading global companies through their creative solutions firm, The Minimalist, which has earned a coveted spot among LinkedIn India’s Top 25 Startups.
“Minimalist Thinking” seamlessly integrates innovative creativity with a structured process, drawing parallels with the widely acclaimed principles of Design Thinking. This structured approach is broken down into four essential steps:
Problem Definition – Gaining a deep understanding of the issue at hand.
Building a Mind Map – Structuring and connecting ideas to reveal patterns.
Creating a Visual Representation – Transforming abstract concepts into compelling visuals.
Delivering the Minimalist Output – Producing a concise, impactful, and meaningful final message.
Building a Mind Map – Structuring and connecting ideas to reveal patterns.
Creating a Visual Representation – Transforming abstract concepts into compelling visuals.
Delivering the Minimalist Output – Producing a concise, impactful, and meaningful final message.
The authors’ thought processes are characterized by remarkable creativity and ingenuity, as seen in several key techniques:
Perception Shift
Developing diverse interpretations of a single object. Examples include advertisements inspired by India’s U-19 World Cup victory and New Zealand’s World Test Championship triumph.
Developing diverse interpretations of a single object. Examples include advertisements inspired by India’s U-19 World Cup victory and New Zealand’s World Test Championship triumph.
Negative Space
Using the space surrounding a primary object to communicate a message, such as a design highlighting a plastic bottle’s impact on a whale or a campaign advocating for water conservation.
Using the space surrounding a primary object to communicate a message, such as a design highlighting a plastic bottle’s impact on a whale or a campaign advocating for water conservation.
Typography
Innovatively manipulating words and letters. The authors have secured intellectual property (IP) rights for two unique processes:
Ambigrams - Creative arrangements of words that reveal
Innovatively manipulating words and letters. The authors have secured intellectual property (IP) rights for two unique processes:
Ambigrams - Creative arrangements of words that reveal
multiple interpretations, exemplified by an ad addressing the hiring and firing dynamics of startups.
Dynagrams - Words configured to produce different meanings when visually manipulated, such as representations of “Dhoni” and “India.”
Dynagrams - Words configured to produce different meanings when visually manipulated, such as representations of “Dhoni” and “India.”
Humour, Sarcasm, and Double Entendre
Incorporating wit and layered meanings to craft memorable messages that resonate deeply with audiences.
Incorporating wit and layered meanings to craft memorable messages that resonate deeply with audiences.
Among their many extraordinary campaigns, my personal favourite is their depiction of Jeff Bezos and the one with the false grandeur of Indian weddings.
This book is an essential read for professionals in design, advertising, branding, and communications, offering transformative insights into the art of minimalism in messaging.
This book is an essential read for professionals in design, advertising, branding, and communications, offering transformative insights into the art of minimalism in messaging.
