A 2021 McKinsey study found that while 84% of executives consider innovation essential, only 6% are satisfied with their innovation performance. Innovation often comes down to how well the innovation process is managed.
Innovating means taking risks. You’re investing finite resources—time, money, and effort—into developing something you hope will provide value to others and a return on your investment. It’s a gamble, and when the stakes are high, it can feel overwhelming. However, the key to improving this process might not be about doing more—it's about doing less.
It's about doing less
"Innovation increasingly means using fewer resources rather than more."
-Matt Ridley
In a world that often values more—more options, more features, more everything—it’s counterintuitive to think that constraints can actually boost innovation. Yet, many of the most groundbreaking designs and successful businesses emerged from working with limitations.
Here’s why constraints can help:
Focus: Constraints narrow your options, allowing you to focus on what truly matters.
Creativity: Limited resources force you to think outside the box.
Efficiency: Constraints prevent you from wasting time and resources on unnecessary ideas.
Take, for instance, a 2000 study by Sheena Iyengar and Mark Lepper. They found that shoppers were six times more likely to buy a jar of jam when offered only six choices compared to when they were offered 24. More options attracted more attention, but fewer choices led to action. The same principle applies to design and innovation: fewer choices can lead to better outcomes.

Image source: sheenaiyengar.com
Types of Constraints
Definition
The dictionary definition of constraint is a good starting definition but it’s a little generic. Let’s redefine it from the lens of innovators & entrepreneurs:

At Design Zindagi, we think there are two main types of constraints, and these are:
Conventional Constraints
These are commonly recognised limitations, such as budget, time, or material restrictions. These constraints are often expected and widely accepted within a given field.
In terms of design, innovation and entrepreneurship, these typically include:
Budget
Material
Timeframe
Size
Colour palette
Shape
Team size
Environmental
Legal
Unconventional Constraints
These are deliberately imposed, unusual, or unexpected restrictions that challenge conventional approaches. Examples include working on a project for only 5 minutes a day or using a minimal number of resources. Unconventional constraints push you to think creatively and can lead to novel solutions.
Whilst conventional constraints like budgets and deadlines are familiar to us all, unconventional constraints have the potential to spark innovative thinking in ways not seen before.
Consider the example of a runner wearing a weighted vest. Initially, the vest slows them down, but after training with it, they remove the vest and suddenly run faster than ever. The weighted vest—a form of constraint—ultimately makes them stronger and more efficient. Similarly, introducing constraints into the innovation process can push us to achieve better results once those constraints are lifted.

Applying Constraints
Constraints are not the enemy of innovation; they are enablers of it. Here’s how you can start leveraging constraints in your work:
Pick a project: Choose a work or personal project where you want to innovate.
Brainstorm Constraints: Think of both conventional and unconventional constraints you could apply.
Apply & Experiment: Introduce these constraints and see how they affect your process.
Measure & Reflect: Document the process and outcomes. Did the constraints help or hinder innovation?
At Design Zindagi, we firmly believe embracing constraints is one powerful way to sharpen your creative abilities.
We’d love to hear your thoughts. Can you think of any unconventional constraints that might be interesting to try? Share them in the comments below.
Until next time,
The Design Zindagi Team
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