# 118: Behavioral Science of Subtraction in Product Design

- Show: [Product Startup](https://hardwarepodcasts.com/podcast/product-startup)
- Published: 2022-03-16
- Length: 30m
- Page: https://hardwarepodcasts.com/podcast/product-startup/2022-03-16-118-behavioral-science-of-subtraction-in-product-design
- Listen: https://productstartup.com/

## Summary

Leidy Klotz, a professor at the University of Virginia and author of the book Subtract, explains why human cognition defaults to adding features rather than removing them, a bias rooted in evolutionary psychology and the desire to display competence. He illustrates this with examples like Strider Bikes, which removed pedals and drivetrains to teach balance, and Anna Kaichline’s hollow concrete blocks, which subtracted material to improve thermal performance and reduce cost. Klotz advises designers to build subtraction into their processes through reminders, rules, and by highlighting the value of what is not there to overcome feature creep.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/product-startup/2022-03-16-118-behavioral-science-of-subtraction-in-product-design#t=0) Introduction: Leidy Klotz and the Science of Subtraction
- [1:34](https://hardwarepodcasts.com/podcast/product-startup/2022-03-16-118-behavioral-science-of-subtraction-in-product-design#t=94) Leidy Klotz's Background in Engineering and Behavioral Science
- [5:34](https://hardwarepodcasts.com/podcast/product-startup/2022-03-16-118-behavioral-science-of-subtraction-in-product-design#t=334) The Legos Experiment: Why We Default to Adding
- [10:28](https://hardwarepodcasts.com/podcast/product-startup/2022-03-16-118-behavioral-science-of-subtraction-in-product-design#t=628) Feature Creep and the Bowerbird Display of Competence
- [13:04](https://hardwarepodcasts.com/podcast/product-startup/2022-03-16-118-behavioral-science-of-subtraction-in-product-design#t=784) Strider Bikes: Subtracting to Solve User Pain Points
- [19:10](https://hardwarepodcasts.com/podcast/product-startup/2022-03-16-118-behavioral-science-of-subtraction-in-product-design#t=1150) Patent Data and the Untapped Opportunity in Subtraction
- [24:17](https://hardwarepodcasts.com/podcast/product-startup/2022-03-16-118-behavioral-science-of-subtraction-in-product-design#t=1457) Anna Kaichline and the Innovation of Hollow Concrete Blocks
- [28:47](https://hardwarepodcasts.com/podcast/product-startup/2022-03-16-118-behavioral-science-of-subtraction-in-product-design#t=1727) Practical Strategies: Reminders, Rules, and Reframing

## Topics

- [Industrial & consumer product design](https://hardwarepodcasts.com/topic/industrial-design)
- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)
- [Materials & manufacturing processes](https://hardwarepodcasts.com/topic/materials-and-processes)

## Most relevant to

early-stage companies

## Mentioned

- Subtract (product)
- Strider Bikes (product)
- Mako Design + Invent (company)
- University of Virginia (company)
- Nature magazine (other)

## Related episodes from other shows

- [122: The Last Detail with Chase Reeves](https://hardwarepodcasts.com/podcast/thoroughly-considered/2025-03-24-122-the-last-detail-with-chase-reeves) (Thoroughly Considered)
- [Importance of Technical Advisors and Product Simplification](https://hardwarepodcasts.com/podcast/predictable-designs-podcast/2020-05-15-importance-of-technical-advisors-and-product-simplification) (Predictable Designs Podcast)
- [116: You Have to Care](https://hardwarepodcasts.com/podcast/embedded-fm/2015-09-02-116-you-have-to-care) (Embedded.fm)
- [219: Not Obviously Negligent](https://hardwarepodcasts.com/podcast/embedded-fm/2017-10-12-219-not-obviously-negligent) (Embedded.fm)
- [524: Some Weird Mental Anchor](https://hardwarepodcasts.com/podcast/making-it/2026-05-08-524-some-weird-mental-anchor) (Making It)

## Citing this page

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